The Market (mass & niche)

Mass market characteristics

• A product is targeted at a wide range of people.
• The market is not segmented, i.e. the characteristics of types of customers are not an important factor.
• Products appeal to a wide range of customers.
• Products are widely available through a range of markets.
• Mass media is used to advertise the products.

+ Widest potential customer base.

+ Lower risk - resources focused on one large market.

+ Lower unit costs from economies of scale.

+ Market research costs relatively low.

- High levels of competition.

- Smaller profit margins as the focus is on a higher volume of sales.

- Mass media advertising can be expensive, e.g. T.V. and radio. 

Diet Pepsi and Colgate toothpaste are targeted at…