Mass Marketing

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  • Mass marketing
    • This is when a business targets its advertising and promotional spending at the whole market, not at a particular segment. It involves the marketing of a good or service to all possible consumers in the same way.
    • Economis of scale can be taken advantage of because of higher production output and capacity. Mass-produced vehicles such as those produced by Toyota target a global mass market.
    • Low cost operation, heavy promotion, widespread distribution and the development of market-leading brands are key features.
    • The costs of setting up in order to compete in a mass market can be very high and competition can be very fierce, as Coca Cola and Pepsi Cola clearly show.

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