Advantage Of Mass Marketing

Short Essay

Is mass marketing a viable way to grow a brand?

Introduction

A market is defined as a group of customers with constantly changing heterogeneous needs, wants and demands (Maynard 1999, p. 78). Consequently, marketing is a relentlessly evolving discipline and each marketer, business or company has their own method of effectively creating, communicating and delivering products that have value for customers’ varied needs, wants and demands (Maynard 1999, p. 78). However, there is a concept of marketing which anticipates that all buyers in a market have common needs, wants and demands. This concept is named mass marketing and it focuses on an undifferentiated market where it is possible to create, communicate and deliver a single product

However, mass marketing was a concept developed in the late 19th century where mass marketing was the only economical way to grow a brand. Conversely, due to its success everyone began to ‘mass market’ their product and as a result individuals in today’s market are constantly being bombarded with advertising, whether it is on the TV, radio, on social media or even at the bus stop (Rasuli 1996, p. 239). As a result, societies today have become so use to the concept of ‘mass marketing’ it appears to be more of a background noise, as apposed to an effective marketing method. An example is shown with companies that send you emails to advertise the latest technological advancement. Unfortunately for these companies, email services have now set up ‘spam inboxes’ which prevents individuals from receiving and constantly bombarded by ‘spam’ emails (Stratch 2006, pp.

From then on individuals were and continue to be so bombarded with different brands and products, they have become immune to it. As a result, my thoughts on the managerial implication and practical application inform that in order to viably develop and grow a brand in 2016 you must be able to select a targeted demographic and marketing segment. This will then allow for appropriate research to be conducted on the 4 Ps of marketing, product, place, promotion and price which in tern will establish a strong marketing base for growth and expansion into other marketing segments. In the current marketing climate you must first establish a niche market and then allow your product to grow beyond that single marketing segment as this promotes a strong reputation and marketing