Premium Essay

Mass Marketing Is Diminishing

In: Business and Management

Submitted By jlrst14
Words 1120
Pages 5
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 the smartphone was developed this allowed information on the Internet and information to become even more widely accessible to consumers anywhere and anytime.
The Internet generated social media, such as Facebook, Twitter, Pinterest, etc., which has also changed consumer behavior. Consumers are able to connect with other consumers to gain information regarding personal experiences and…...

Similar Documents

Premium Essay

Hubspot

...(Question 1) The rules of marketing have change as we are now witnessing a shift from a push strategy to reach prospective customers to a pull world of commercial messaging. Traditionally, marketers in a B2C market used communication channels such as mass media with advertising campaigns to attract awareness and buying intentions from potential customers. In a B2B market, sales representatives were obligated to devote themselves in tasks such as telemarketing and direct marketing in order to identify leads. However, with the arrival of many useful web 2.0 tools, the declining popularity of traditional media, the easy access to information, and hence the change of habits in the consumers’ buying process, conventional marketing in both B2C and B2B markets aren’t sufficient anymore. Outbound marketing is out of date; inbound marketing is the new solution to the market trend. In the current environment, outbound marketing’s effectiveness is diminishing while inbound marketing strategies with search engines, blogs and social media are generating new business at higher rates. The phenomenon is logical because the outbound marketing tend to awaken a need, while the inbound marketing serves as a way to answer that need. In other terms, inbound marketing is centric into the prospective consumer’s buying process thus increasing the likelihood of purchasing. Also inbound marketing is very cost-effective. (Question 2). HubSpot has taken advantage of this market trend to impose its......

Words: 778 - Pages: 4

Premium Essay

Globalization and International Marketing

...process in which enhance the interaction among people, companies and government of different nationalities through integrating their economic, financial, trade and communicational capabilities. As a result, those distinct world economies are converged in to one huge integrated and interdependent world economy With the emergence of globalization and as a result of diminishing trade and investment barriers, the domestic businesses got opportunities to spread their business throughout the world by entering to much larger international markets, in the form of international, multinational, transnational and as global corporations. And that’s where the concern of international marketing emerged. The efficiency and effectiveness in the international marketing strategies could enhanced through advanced communication such as social media and promotion by emails and transportation technologies where marketers can use logistic services such as DHL and FedEx, by mobility of finance in transactions could support using PayPal American express, visa and etc. When consider about the globalizations’ impact towards international marketing its essential to give priority to some concepts. Globalization of production, standardisation vs. adaptation, financial risks, Globalization of production In the phase of creating the customer value, where the international marketers need to concern on producing goods and services, globalization of production helps the production with by procuring......

Words: 728 - Pages: 3

Premium Essay

Flare Fragrance

...successful launch, it is expected that Savvy will receive very positive feedback and have at least an equally successful launch. The price point reflects the evidence showing pricier fragrance sales will be on the rise in the years after the recession. By staying under the Loveliest umbrella, there will be higher brand recognition and advertising and packaging costs will be reduced, thus enabling a higher promotional budget that will match competitors. By increasing the age bracket to 18-34 for Savvy, Flare’s market share is bound to increase as the 35-65 age bracket remains loyal. Customers will be more likely to stay within the Loveliest brand due to the large variety of products. Additionally, there will be a heavier emphasis on internet marketing. As department sales slowly decline, it is important for Flare to stay up-to-date on their customers’ purchasing habits. Executive Summary The recession has had a significant impact on Flare’s growing revenues. While the company has not lost money as a result of the decline in sales, their momentous growth has come to a halt. One of the largest threats facing the company is being outspent in advertising by competitors. This has made it difficult for Flare to gain market share in an already saturated market. In the past, Flare has relied on its prized Loveliest brand umbrella to create brand awareness and loyalty. Its halo effect on Flare’s other products has proven to make the company a competitor in the fragrance market.......

Words: 2523 - Pages: 11

Free Essay

Udit Jain

...futuristic plan of the company thereby giving an idea of the goals and aspiurations it is aiming for.It is basically emphasizing towards being able tio deliver efficiently and thus pave the way for fulfilment of its goals.It also strives to provide great comfort to its customers by this vision statement. Ans 3 – CASE STUDY About the product , The mushrooms are one of the healthiest foods available, it ismainly prepared from raring of fungi. An excellent dietary supplement , excessive free radical supplier has ample vitamin D and other nourishments. Problems associated 1. Only about 60 to 70 % of the mushrooms are eatable,remaining are highly toxic. 2. People tend to think of it as a non vegetarian product, so it looses the mass appeal in India where more tah 50 % of the people are pure vegetarian. 3. It perishes very faSTLY and needs cold storage facility for it. 4. It needs a certain type of climate and constant attention to grow profitably and safely so not many people can produce it. Strategies for consumer awareness of the product:- 1.There is a highly untapped source of income that is quite unaware of the good things and taste of mushrooms – Rural Population. They could contact the nearest gram panchayats and BDO’s which would help the anganwadi people to include it in their daily presentations at villages. 2. They could contact the local restaurants via hotel Paramount so that they may distribute the pamphlets containing info about mushrooms to......

Words: 1337 - Pages: 6

Premium Essay

Unit 6 Assigment 1

...purchase items from its on-line store. Currently Wal-Mart uses the web for inventory, re-ordering items that running low in supply. According to Karpinski (2002), “Wal-Mart mandated that all its suppliers begin to move all their EDI (electronic data interchange) over the internet.” (p.15).The idea behind such a move is to cut down on cost and improve customer service. To move the EDI over the internet was a great a move but that only takes us to the current time. Implications of the Web I would recommend using social media as the next step to using the web for businesses. The article “An experiential, social network-based to direct marketing” discusses the changing landscape of direct marketing and suggest using a more indirect marketing strategy for consumers on social media networks. There are complications using the web for such marketing strategies such as: the rapid rise and fall of social media networks, and the intrusiveness of the company in the social media of its consumers. According to Boyd and Ellison (2007), “individual online social networks have often gone through very rapid life cycles of growth, maturity and decline as communities are first seen as vibrant and attractive, and then lose their appeal to members of the community as they become dominated by commercial interests.” Myspace, Friendster, and others are being replaced by the new and up-coming social media networks such as: Twitter, Facebook, and Instagram. One has to think about how long even......

Words: 1331 - Pages: 6

Premium Essay

As a Part

...times, putting a lot of financial pressures on companies and shifting business focus on accountability and control. Improving marketing communications management becomes an imperative in this context. The efficiency of the marketing management process is determined by a systematic approach to planning and evaluating outcomes. Measuring the results of integrated communication campaigns, especially initiatives aimed at determining behavioral changes, raises a unique challenge to marketers. Increasing downward cost pressures have determined marketers to move their budgets away from the expensive mass media advertising and to explore new, more targeted and innovative territories. At the same time, the explosive development of media over the last few decades opened up a whole new perspective and countless possibilities for organizations to reach and connect to their audience. This fragmentation of the media landscape has been accompanied by a significant trend of market demystification. Not in the least, the technological advancements of the last decade have completely revolutionized the field of marketing, writing new rules to the game. No longer can different media be treated independently from one another when planning marketing campaigns. Integrated, multi-channel, customer-focused initiatives have better long-term impact and provide greater ROI on marketing, ultimately translating into higher productivity and better performance. IMC emerged as a new approach designed to......

Words: 869 - Pages: 4

Premium Essay

Charles Schwab

...because of its high equity trading prices in comparison to their competitors. This dip in profitability and market share was noted by company directors, and thought to be the result of the growing disconnect between Schwab and its retail customers. Until 2004, Schwab had 6 different advertising campaign strategies that led to inefficiencies in cost and allocated resources. These advertising campaigns focused on a different product or service that Schwab offered to its investors, but due to the magnitude of this approach, their combined efforts became counterproductive. Chief Marketing Officer Becky Saeger, felt that “future growth and brand revitalization” were necessary to rebuilding the Schwab brand. A major focal point to the campaign was the need to differentiate itself from its competitors through approachability. The advent of the internet was a contributing factor toward the diminishing rapport Schwab had with its clients. This avenue of trade instilled individual investors with a self-assured attitude. In addition, it provided convenient access to research real-time stock quotes, company news updates and analysts’ reports on numerous industries. The ease and flexibility of the internet allowed individual investor’s the capability to buy and sell securities online which reduced the need for the full-service brokers. Evaluate the company’s strategy behind the TTC campaign Schwab’s strength has always been to listen and respond to their......

Words: 1448 - Pages: 6

Premium Essay

Flare Fragrances Case Study

...consulting group in order to remain afloat. CEO of the company, Joelly Patterson, underlines two possible opportunities to her marketing team to evaluate. One of the possibilities of future development includes introducing a new product. It is a fragrance oriented at a younger audience. Another one is doing market penetration into the drug stores channel (increasing its sales at drug stores, prestige department stores, and through the internet). In order to take a final decision, it is necessary to analyze each possibility of future development. We should look at the internal and external factors, and evaluate the costs of each scenario. Firstly, I am going to analyze the idea of launching a new perfume. It looks promising from the first sight because the opportunity will allow the corporation to increase its market share by utilizing the new aspect of the market (young women). New fragrance were decided to launch under a new label, not as a part of umbrella brand «loveliest». New perfume Savvy already received favorable responses in focus groups and was ready for launch. The Savvy target age was 18-34 with 40 dollars price per spray bottle. The introductions phase included production of 1000000 samples distributed for free around all the points of sales and additionally counter display materials, brochures and testers. The goal is to sell the product in the mass market. Advertising agencies proposed 3 different media plans: television, magazines, digital, production......

Words: 1257 - Pages: 6

Premium Essay

Chad Thomas Operation Management Case

...facilities and human resources. Allocate resources effectively to optimize the production process. Finally, to be best serve and satisfy customers, avoid defected products from the mass production process, the performance and quality control must be tracking. In addition, Chad might to think about to hire more staffs and rent a cheaper warehouse to handle the current problems. Over the long run, Chad must make visionary corporation strategy and the following production strategy. Maintaining the company’s existing capabilities and develop new capabilities to best serve customers. Expand the business by hiring another production team to concentrate to the standard line of furniture. Expand the company’s facilities and managing resources, scheduling staff and make work plan. Measure the product quality, control the lead time and ensure to meet delivery schedule and customer satisfaction. 2. How did sales and marketing affect operations when they began to sell standard pieces to retail outlets? Due to limited capabilities of the company in the resource-poor setting, the operation of the company was affected by the sales and marketing when Chad Creative Concept began to sell standard pieces to retail outlets. The company’s production capability cannot meet the increasing sales and marketing expansion. This result has been leading the company’s product lead time increase by both the custom and standard line furniture. In addition, the company has to deal with the in......

Words: 657 - Pages: 3

Free Essay

Impacts on the Livelihoods of Small Farm Holders and the Environment in Southeast Asia

...that has in most cases already been burned and left alone for many years in order for forest and soil recovery. After Karl Gustav Izikowitz, a Swedish anthropologist visited northern Laos for field work, he discovered the term swidden. “A similar technique....called svedja, meaning ‘to burn a field’(as verb) or ‘burnt field’(as noun). With the help of Professor Eilert Ekwall, he located an old dialectal world in English for it: swidden (Izikowitz 1979)” (Sprenger, 9). The use of swidden cultivation has been a large part of livelihoods and people in Southeast Asia but recently this way of life is diminishing due to government policies and the external trends that affect the lives of the communities. Examples of external trends from a scholarly journal, include, the rise of modern education systems, conversion to mainstream religions, end exposure to mass media and consumer marketing (Crab, Colfer, Dressler, Laungaramsri, Trang Le, Mulyoutami, Peluso and Wadley, 329). Farmers and communities are now increasingly moving towards new ways of farming because swidden farming is harder due to policies and strict regulations set by governments. For many years, researchers, scientist’s and governments have all tried to steer away and ban the practice of swidden because of its damages to the environment. Beginning with the FAO’s want to ban swidden 50 years ago, now other governments like the Laotian government are criticizing the practice as destructive and unsustainable. Now with......

Words: 1892 - Pages: 8

Premium Essay

Government

...unemployment rate seems linked more so to the national economy than local community issues. Unemployment remains a problem but has significantly decreased since improvements in the economy have occurred. The community's future prospects are good and the tourism industry remains strong due to our warm climate and beautiful beaches. 3. Mass media has made and continues to make dramatic changes and these changes do affect family activity. When the TV was the only real form of household entertainment, and when families generally owned 1 TV, this promoted family cohesion. Today, with (space saving) flat screens throughout many houses, and family members with their own laptops, or ipads, and the existence of hundreds (thousands) of TV stations, including the use of Netflix, individualism has now become primary in the household entertainment exercise for most Americans. More choices of entertainment is good but promotes more individualized viewing and therefore less cohesive family interaction while seeking entertainment. This doesn't stop families from planning an agreed movie time together, or "Jeopardy" time together, but cohesiveness in utilizing mass media is no longer the family norm. 4. Government control of the media can be an undesired slippery slope and contrary to democratic principles. With the ethnic population changes which are occurring and continue to occur, the so called WASP population will eventually become the national minority. Therefore, as this......

Words: 1068 - Pages: 5

Premium Essay

Hello

...the world. Investors - corporations with surplus cash, individuals, and non-bank financial institutions. Borrowers - individuals, companies, and governments. Equity loan: Cost of capital: Hedge funds: are private investment funds that position themselves to make “long bets” on assets that they think will increase in value and short bets on assets that they think will decline in value. Eurocurrency: Is any currency banked outside of its country of origin. Eurodollars: Euromarkets: Foreign bonds: Eurobonds: A bond placed in countries other than the one in whose currency the bond is denominated. Profitability: A rate of return concept Profit growth: The percentage increase in net profits over time. Diminishing returns: Primary and support activities of the value chain: Experience curve: Systematic production cost reductions that occur over the life of a product. Global standardization strategy: Strategy focusing on increasing profitability by reaping cost reductions from experience curve and location economies. Localization strategy: Plan focusing on increasing profitability by customizing the goods or services to match tastes in national markets. Transnational strategy: Plan to exploit experience-based cost and location economies, transfer core competencies within the firm, and pay attention to local responsiveness. International strategy: Trying to create value by transferring core competencies to foreign markets......

Words: 1461 - Pages: 6

Premium Essay

311312

...Revised 2/11/10 Page 1 of 18 FRÉDÉRIC F. BRUNEL Boston University School of Management Department of Marketing 595 Commonwealth Avenue Boston, MA 02215 : (617) 353-4609 Fax: (617) 353-4098 e-mail: brunel@bu.edu Education 1998 Ph.D. in Marketing, University of Washington 1992 M.B.A., Illinois State University (graduated top of class) 1989 B.S. in Business Administration, Ecole Supérieure des Sciences Commerciales d'Angers (ESSCA) Angers, France (graduated in top 5%). Dissertation Brunel, Frédéric F. (1998) “The Psychology of Product Aesthetics: Antecedents and Individual Differences in Product Evaluations”, Chair: Richard Yalch. Academic Positions Boston University, School of Management  Associate Professor of Marketing & Dean’s Research Fellow, since September 2007  Assistant Professor of Marketing, March 1998- August 2007  Marketing Instructor, September 1997 to March 1998 Delft University of Technology, The Netherlands, Department of Product Innovation and Management  Visiting Scholar, 2005 (November-December) University of Washington, School of Business  Instructor, 1994-1997  Teaching Assistant, 1992-1994 Publications 1. Brunel, F., Utter, D. (2009). Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 20 pages). London, Ontario: Ivey Publishing, # 909A04. 2. Brunel, F., Utter, D. (2009). Teaching Note. Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 18 pages). London, Ontario: Ivey Publishing, # 809A04. 3. Susan Fournier, and Frédéric F....

Words: 7826 - Pages: 32

Premium Essay

Social Media

...Teven Cuddeford Introduction to Business Social Media And Marketing There has been a tremendous amount of change in the global markets in the past few years. This has predominantly due to the fact that there is a shift in the consumer mindset, consumption patterns, changes in demography and organizational attitude brought through by advancement in technology. This has led to a change in marketing strategies and practices across the world. Marketing thinkers and companies are prompted to frequently re-think their strategies and adopt new theoretical and practical approaches to address specific marketing changes and also to think beyond the scope of traditional marketing theories (Constantinides, E, 2006). A majority of the changes were influenced by the advent of internet and easy accessibility of users to this medium of communication. The internet has grown to become a highly accepted source of information and consumers can now benefit from the expanded range of timely and relevant product-related information accessible through the internet as quite rightly pointed out by Quelch and Klein (1996, cited Soumava 2001 ). In these changed circumstances prevalence of Social Media tools like YouTube, Podcasts, Wikipedia, Blogs etc has prompted businesses to adopt these as an effective and potent marketing and promotional tool and is changing the face of conventional media. Fernando suggests that social media offers phenomenal opportunities to marketers with fewer pitfalls.......

Words: 1332 - Pages: 6

Premium Essay

Marketing Ethics

...Is Marketing Totally Ethical? Kotler and Armstrong, posit that marketing is about managing profitable customer relationships by creating value for the customer in order to get value in return. It begins with identifying what the customer needs, crafting customer driven strategies, fashioning out marketing programs, building customer relationships and capturing value for the firm. In the process of carrying out various marketing activities, through different media, the question of marketing ethics comes to the fore. Marketing ethics according to Philip Kotler is “the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing”. Applied ethics, in the words of Brenda Almond, co-founder of the Society for Applied Philosophy, "the philosophical examination, from a moral standpoint, of particular issues in private and public life that are matters of moral judgment". It is thus a term used to describe attempts to use philosophical methods to identify the morally correct course of action in various fields of human life. An ethical practice would bring about the greatest good and value for all those involved. Marketing is hinged on the need to transmit the value of a product or service to end users to influence buying behavior and unethical practices may arise from the hassle to meet performance targets. Marketing cannot be said to be totally ethical since it involves reaching out to a large mass of people with different......

Words: 1185 - Pages: 5