...| Is “Mass Marketing” Dead? | | Mass marketing is the process in which segment differentiation among potential consumers is ignored in order to offer one product or service to an audience.(Hanias, 2008) Mass marketing is not personalized, unfiltered, and not audience specific which allows it to be able to reach a broader market of consumers in hopes that the product or service recognition is maximized. For some, it’s a strategy that requires less work and investment and plays on the idea that something is better than nothing. But, with so much innovation in technology and the increase in resources available to understanding the client mass marketing is slowly becoming ineffective and moving more and more towards being more personalized. Mass marketing is the process in which information and advertisements are made available to the public. The different channels in which marketing can be distributed includes newspapers and magazines, radio and television, and now Internet. Marketing has evolved as the most proven way to reach out to potential customers and making them clients. If one really wants to evaluate the effectiveness and longevity of Mass marketing its important to understand the history of its purpose and evaluate the track record of its success. According to an article on the History of Mass Media in America, mass marketing was first introduced back in the 1840’s with the Industrial revolution and the expansion of the United States from the East Coast...
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...IS MASS MARKETING DEAD? 2 Abstract Some claim that mass marketing is becoming less significant; others claim that it is not and that there will always be room for large brands that employ marketing programs that target the mass market. The paper compares mass marketing and its ability to reach today’s consumers. This examination of mass marketing shows its weakness in the market and its approach to becoming nonexistent. IS MASS MARKETING DEAD? 3 Is "Mass Marketing" Dead? The best approach todetermine the future of mass marketing is to take a look at its conception.The industrial revolution paved the way for the concept of mass marketing. Railroads were being built from coast to coast; providing transportation of both people and product.The telegraph was there to satisfy the need for faster communication.A country that relied on local markets was rapidly growing; cities were being populated and the demand to supply basic needs was greater than any time prior.Savvy entrepreneurs were able to seize this opportunity to make their brand known by mass producing their product and advertising.Mass marketing is a single market plan with the same mix of product, price, andpromotion strategies for the entire market.Those that adapted to this strategy were untouchable in the market place. Henry Ford was well known for his contributions to mass production.His innovative approach to making a car with limited features drastically lowered the production cost...
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...The Death of Mass Marketing Mass marketing is dead, or so the heads of social media companies would like companies to believe. Social media has transformed the foundation of marketing, introducing new protocols, paradigms, and procedures for targeting consumers. Indeed, consumers are using social media to communicate directly with companies whose brands they support, offering invaluable feedback in a nearly continual discursive loop on Twitter and other apps. Yet “personal marketing,” as Spellings (2009) puts it, is not necessarily the most effective means for all companies to manage their marketing strategy. Some companies still need to, and do, rely on mass marketing to get across their message to a broad consumer base. Take a company like McDonald’s, which has a target market too diverse for personal marketing to be necessarily of any greater value than mass marketing. Switching from mass to personal marketing would require enormous investments of time and personnel, and might not be as effective either. A similar thing can be said for Apple, which continues to use direct as well as personal marketing for its line of consumer products. The larger the brand, and the more broad its consumer base, the more necessary mass marketing becomes to ensure continued brand management and profitability. Mass marketing works in favor of the company, not the consumer. As a company-driven form of marketing, it is “based on taking your attention away from what you care about, and redirecting...
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...The Future of Mass Marketing Marketing Strategies Mass marketing is often practiced to provide the maximum exposure of a product or service to its consumers. The term mass marketing is also known as undifferentiated marketing because the whole concept is to go after the market as a whole, rather than targeting specific segments (Kotler & Keller, 2012). In the passed decade, our world has become more depend on technology, thus providing our society with what ever we want – when we want it. This new age of media and marketing has been forced to mold and adapt to the new technological demands of their target markets. In the previous decades mass marketing was profitable and effective for those companies who had the budgets for it. However in this new age of new media marketing styles, the future of mass marketing techniques is being questioned. Long ago, direct mail advertisements and telemarketing efforts were some of the most effective strategies of reaching out to the most consumers on a large scale. Over the past decade, those techniques have become less effective and the marketing industry has had to adjust. Some marketers argue that those traditional means of marketing are dying, but others seem to think its nonsense to think that the mass market is dead. It's just harder to reach. But great advertising still has the capacity to bring consumers together, to reassemble them as a mass market. The problem is there's very little reason for them to get together...
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...MKT-500 Marketing Strategies Southern New Hampshire University Mass Marketing Short Paper Susan Bowcutt October 12, 2012 Professor Roberta Bourque I think with the dawn of social media, mass marketing is falling by the wayside. The norm now seems to be gravitating towards pinpoint or personal marketing. With the continual advancements in technology, marketers are able to obtain more and more data on their prospective customers. Social media has also allowed marketers to reach people in different ways, such as Facebook. One of the major changes leading to the decline of mass marketing is the amount of time families spend in front of the television. Before social media, DVR’s, and the Internet in general – families would typically be glued to the television soaking up any content they could get – which largely came in the format of commercials. Now that families are connected wirelessly and on the go much more, their time is limited (Rodney Reid, 2005) and they are feeding off of content from many different streams (smartphone, email, etc). With TiVo and cable/satellite company DVRs (digital video recorders) people can fast forward through those pesky commercials and on to the television show they are watching. For the last several years, reality television has taken over primetime and every other time, it seems. These shows offer lots of opportunity for product placement marketing and most of the time that is taken advantage of to the fullest extent. In order to be successful...
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...Mass Marketing is Diminishing Some claim that mass marketing will always exist for the large brands that target the mass market. Others claim that mass marketing is becoming less significant. I believe mass marketing is becoming less significant due to advancements in technology and the impact of cultural diversity. I will describe why I think these two major factors are eliminating mass marketing along with what I believe the future holds for mass marketing. Advancements in Technology Technology has evolved over the years from the Internet to smartphones to social media and is now a part of our everyday lives. In addition, with technological advancements companies now have more than ever the ability to maintain customer databases. I believe for a company to become successful marketing strategies need to adapt to changes in technology. Internet, Smartphones, Social Media Prior to the emergence of the Internet companies used mass marketing because the strategy was to reach as many consumers as possible. Then the Internet enabled consumer’s endless access to information, thus changing their purchasing behavior. Consumers are able to become more knowledgeable about products than ever before. Marketing efforts need to be adjusted to appeal to Internet users. According to Kotler and Keller (2012), “The widespread usage of the Internet allows marketers to abandon the mass market practices that built brand powerhouses in the 1950s, 1960s, and 1970s” (p. 135). Then once...
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...John Cole 23 February 2014 Professor Youssef MKT 600 Assignment 3 Mass Marketing is not dead, but elements in today’s ever-changing society make it more of a challenge than ever before. There is no doubt that the tastes of consumers and the exposure they are inclined to on a daily basis has the distinct ability to draw customers away from products, and some advertisement can cause a distinct barrier for the consumers that use them. The possibilities of how a consumer can interpret an advertisement are endless. Most heavy contenders in the corporation game have steered clear of many elements that can corrode the brand equity of that company, but some have stepped into the limelight more recently and have battled the repercussion that has derived from these elements. The first company to discuss is Coca Cola Inc. and their Super Bowl ad of 2014. The ability to satisfy every consumer of a product in advertising is very complex and delicate, especially with such a diverse country like the United States. The Super Bowl ad presented was the essence of Americans from cultures all over the world that have all come together to celebrate a likeness of a single brand (Coca Cola), and their ability to satisfy the tastes of every consumer. It was a very powerful message that showcased the fact that no matter who [you] are, where [you] come from, or what [you] should prefer because of [your] ethnicity, Coca Cola is going to make sure that the quality and consistency of their...
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...effective segmentation? 4. How should business markets be segmented? 5. How should a company choose the most attractive target markets? CHAPTER SUMMARY 1. Target marketing includes three activities: market segmentation, market targeting, and market positioning. Market segments are large, identifiable groups within a market. 2. Two bases for segmenting consumer markets are consumer characteristics and consumer responses. The major segmentation variables for consumer markets are geographic, demographic, psychographic, and behavioral. Marketers use them singly or in combination. 3. Business marketers use all these variables along with operating variables, purchasing approaches, and situational factors. 4. To be useful, market segments must be measurable, substantial, accessible, differentiable, and actionable. 5. We can target markets at four main levels: mass, multiple segments, single (or niche) segment, and individuals. 6. A mass market targeting approach is adopted only by the biggest companies. Many companies target multiple segments defined in various ways such as various demographic groups who seek the same product benefit. 7. A niche is a more narrowly defined group. Globalization and the Internet have made niche marketing more feasible to many. 8. More companies now practice individual and mass customization. The future is likely to see more individual consumers take the initiative in designing products and brands. 9. Marketers must choose target markets...
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...1. Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. There are five competing concepts under which organisations can choose to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept. Shown below are three of the key characteristics of the marketing concept: * The Product Concept - is the understanding of the dynamics of the product in order to showcase the best qualities of the product. Marketers spend a lot of time and research in order to target their attended audience. Marketers will look into a product concept before marketing a product towards their customers. * The Production Concept - This concept is the oldest of the concepts in business. It holds that consumers will prefer products that are widely available and inexpensive. Managers focusing on this concept concentrate on achieving high production efficiency, low costs, and mass distribution. They assume that consumers are primarily interested in product availability and low prices. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features. * The selling Concept - A firm using a sales orientation focuses primarily on the selling/promotion of a particular product, and not...
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...AutoNation: Now Offering Navigational Service Plans and Agreements Cornelius L Davis (D01407581) Keller Graduate School of Business University Marketing Management MM522 Professor Lynn Szostek 09/11/2011 AutoNation: Now Offering Navigational Service Plans and Agreements Executive Summary AutoNation hired our firm, Cornel’s Strategic Marketing Incorporation to develop a marketing plan to sell global positioning systems (GPS) and offer an additional service program to service GPS systems. Cornel’s Strategic Marketing Incorporation has been in business since 1956 and has provided marketing plans to all types of businesses with great success. The following market plan sets the foundation to a successful project deployment. AutoNation is the top automotive retail industry with a strong brand name. Applying a new service for GPS systems will enhance the operation and provide an extra service to its customers. The additional service is in-line with AutoNations mission objectives. The GPS system is a hot commodity that gives customers an additional feature and benefit. Establishing a partnership with the top GPS manufacturers (TomTom, Garmin, and Magellan) increases the success rate of the marketing plan. Then the additional servicing programs of extended warranty, replacement program, upgrade program, installation, and set-up gives an added incentive with competitive pricing. Strategic development of the plan identified strengths and weaknesses. The strengths are magnified...
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...The marketing and media of The United States of America, often makes parents hesitant on how little to how much they would be comfortable with their children being exposed to. The problem is that in this nation, it is practically impossible to talk about curbing a youths’ contact to media, sex, and violence, without addressing contentious and passion stimulating questions about morality, artistic liberty, the place of government in media guidelines, and the freedom of speech that the First Amendment warranties us with. The marketing of sex and violence includes the content of expressive media creations themselves, including movies, television programs, videos, video games, and music. All of which, our children are regularly unprotected from on a daily basis. Many people such as Susan Linn, author of, “Marketing, Media, and the First Amendment: What’s Best for Children?”, has great apprehension about how much children should be able to view. She states in her article, “For people like me—concerned about children’s exposure to media violence and about precocious, irresponsible sexuality even as...
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...Agency Name: | Living Dead Inspiration (Online Will) | Project Name: | Community Based Employment, Life Skills Training &Family Inspiration with Basic Financial Planning and Encouragement forContinue Success and Life Offerings for Loved Ones. | Program Area: | Education/Training and Assimilation with Life the Death of Elderly Family Member. | | | | | Total Inital Cost: | $34,780.00 | Total Project Estimate Cost: | $55, 356.25 | | | # of Persons to be Served: | Millions | # to be Employed: | 10+ | | | | | Cost To Subscriber: | Free | Revenue: | Advertisements and One Time Fee To the Retrieval | | | Population Served: | Human Race Over the World | | | | | Table of Contents Executive Summary1.0 Situation Analysis2.0 Mission2.1 Project & Plan Description2.2 Work Breakdown Structure (WBS)3.0 Amount Requested/Total Project Estimate Cost 4.0 Other Sources of Funding 4.1 Plans for Future Funding 4.2 Budget Estimates4.3 Market Strategy5.0 SWOT Analysis 5.1 Competition, Product (Service) Offering, Keys to Success.6.0 Critical Issues, Marketing Strategy, Marketing Objectives 7.0 Control8.0 Implementation9.0 Marketing Organization10.0 Contingency Planning11.0 Contingency Estimation12.0 Living Dead Inspiration 1.0 Executive Summary Living Dead Inspiration is an e-commerce company designed to become the market leader in Web-based search engine for inspirational words from the love ones whom has...
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...business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labour. DEFINITION OF ADVERTISING ‘Advertising can be defined as any paid form of non personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor’¹. (Philip Kotler, et al., Principles of Marketing, 2002).That means that advertising is the device used by the companies to communicate with them consumers. Advertising is playing an important part in both, the companies life and the consumer also.: for companies because through advertising they promote or market them products, so they are able to sell large stocks of goods that they produce and create demand for new products and offers, and for consumers because enable them to choose between different types of products on the market. In Latin, ad vertere means "to turn toward".] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper...
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...Susan Luckman argued in her Craft and the Creative Economy is that labour hours of Etsy sellers can never be compared to mass produced products that has since been growing and has provided a constant challenge since the 19th century where Morris and Ruskin first established the Arts and Craft Movement. Craft being dead During that period of time, in the age of industrialisation, Morris william wanted to bridge a gap between the beautiful yet useless craft and the ugly but useful factory object in traditional craftsmanship. By the end of the 19th century Craft has influenced various fields which include metalwork, ceramics, domestic design and other design fields. However, along the way the idea of art was lost to make way for mass marketing pricing and as a result the product could only be afforded by those of upper...
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...is actually a new opportunity for advertising instead of being a threat. 2.First of all, what is advertising? Advertising is any form of known communication that uses media or any other platforms that can encourage or persuade the audience to achieve the marketer’s goal in the most cost efficient manner. 3.The first stage of advertising is print. Daniel Starch, an American marketing researcher suggested,"The simplest definition of advertising is that advertising is selling in print." The reference to “print”, of course, reflected to the media of the time. Examples of print media are newspapers, magazines, posters, etc. 4.Then the emergence of broadcast in the form of radio and television pushes the advertising into the second stage. They enable advertisers to more effectively reach their target audience in new and innovative ways. It became a tremendous homogenizing cultural force, as majority of consumers would be reached efficiently. 5.Rust and Oliver stated that technology, again, is the key factor of driving down the signs of advertising. As the mass media could no longer deliver a mass audience. 6.However, I think technology has a positive impact on advertising instead of a negative one. In the past, advertisements could only be promoted through media like TV, radio, newspaper and magazines. The amounts of audience the traditional advertising could reach were limited. Now, technology opened a new venue for advertising, that is Internet, which is able to reach...
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