Product Development
Mass marketing is associated with general purpose products that appeal to a broad customer base. Alternatively, a firm may have a broad range of specialized products such as a sporting goods company that produces equipment for dozens of sports.Design
Designs that are intended to be highly accessible. For example, user interfaces that are stripped down to extremely basic controls with advanced features absent or deeply buried.Pricing
Pricing with affordable options for a broad customer base. Potential for price discrimination such as an airline that sells both economy and first class seats.Promotion
Broadcasting mediums such as television and radio are traditionally associated with mass marketing as they may reach a wide audience. Mass marketing may also used digital advertising with a focus on reach as opposed to targeting.Branding
Mass marketing is associated with strong brands that advertise to build and sustain brand awareness and identity. For example, advertising may do nothing more than associate a positive emotion or idea with the brand.| Overview: Mass Marketing | ||
Type | ||
Definition | A firm or brand that targets the entire market. | |
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