Is mass marketing dead?
Summary :
Table of Contents
- Abstract
- Introduction
- The history of mass marketing
- The advantages and disadvantages of mass marketing
- The fall of mass marketing
- Market segmentation: The main competitor
- The advantages and disadvantages of market segmentation
- Other competitors in Mmss marketing
- Conclusion
- References
Abstract
mass marketing engenders a number of disadvantages. Costs for advertising slots are exceptionally high, excluding many small companies, and large companies have to put aside excessive amounts of money for their marketing budget. The cost of distributing promotional literature can also be high, as it has to encompass a large geographical area. These large costs would be all well and good if mass marketing were effective and generated a high response rate. However the average response rate to a mass marketing promotion is only 0.1%. This is because if a consumer wants a slightly different product, a mass produced product will not meet their needs.
By 1960, the industrial era began to draw to an end and the information era began. This is an era where consumers "were becoming more sophisticated and demanding"8, and increasingly wearier of the media.
By 1960, the industrial era began to draw to an end and the information era began. This is an era where consumers "were becoming more sophisticated and demanding"8, and increasingly wearier of the media.
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