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Essay Available:
Pages:
4 pages/≈1100 words
Sources:
4 Sources
Level:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
Document:
MS Word
Date:
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Topic:

Is Mass Marketing Dead? (Essay Sample)

Instructions:
Must include 2 real world examples. Sources must be online only. MARKETING DEBATE—Is Mass Marketing Dead? With marketers increasingly adopting more and more refined market segmentation schemes—fueled by the Internet and other customization efforts—some claim mass marketing is dead. Others counter there will always be room for large brands employing marketing programs to target the mass market. Take a position: Mass marketing is dead versus mass marketing is still a viable way to build a profitable brand. Con: People are consumers and with the plethora of product and service choices available to solve their problems today, a firm must produce individual and customized products to compete. Basic human needs and wants can be delivered to the consumer by a wide range of choices. Technology has given the consumer the power and ability to interact with manufacturers in producing the exact product, with the exact features, and at the target price desired. Consumers are better educated and better informed than previous generations. Consumers are also more sophisticated than ever before. These increases in information, technology, and sophistication are causing firms to respond to the consumers' wishes for individuality. Accepting the concept of “individuality” in the production of goods and services is the only option for many firms. Individuality and the service that that concept demands can lead to a “supplier-consumer” relationship that can and will build strong brand preferences. Those firms who choose not to compete or fail to compete in these arenas run the risk of falling behind competition and in experiencing the subsequent losses in market share and profits. source..
Content:
IS MASS MARKETING DEAD? Name Course Title Institution name Course Instructor Date The concept of marketing has been perceived differently by diverse businesses as they all try to enlarge their market share by winning more customers. Marketing is an agent of success and proper consideration is always given to it when it comes to generating policies and strategies to govern the marketing conduct of a business (Mass Marketing in a Global Economy is Dead). Marketing targets consumers who on the other hand, are largely affected by the different strategies that businesses come up with. Mass marketing is defined as an effort to appeal to an intact market with one indispensable marketing policy exploiting mass media and mass distribution (Business Dictionary). It is also referred to as undifferentiated marketing (Marston, 1995). Most businesses consider it an old model. With marketers increasingly adopting more and more refined market segmentation schemes fueled by the Internet and other customization efforts some claim mass marketing is dead. Others counter there will always be room for large brands employing marketing programs to target the mass market. This paper will therefore, discuss whether mass marketing is dead or whether it is still a viable way to build a profitable brand. To arrive at the conclusions statistical analysis was carried out in relation to the topic of discussion. With the current state of information technology and nature of how information spreads, mass marketing is dead, even though most businesses fail to realize it. With the instantaneous messaging services available, there is a better way to carry out the marketing strategies (Mass Marketing is dead: Make way for Personal Marketing). Initially, businesses would design preliminary messages to attract as many people as possible (Marston, 1995). It was presumed that some of the people who received messages wou...
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