Mass Marketing
Undifferentiated or mass marketing is the marketing approach according to which the firm ignores segment differences and goes after the
whole market with one offer
Using this approach, the firm designs a marketing program for a product with a superior image
that can be sold to the broadest number of buyers via mass distribution and mass communications.
Undifferentiated marketing is appropriate when all consumers have roughly the same preferences
and the market shows no natural segments. The argument for mass marketing is that it creates the largest potential market, which leads to
the lowest costs, which in turn can lead to lower prices or higher margins. The narrow product
line keeps down the costs of research and development, production, inventory, transportation,
marketing research, advertising, and product management. The undifferentiated communication
program also reduces costs. However, many critics point to the increasing splintering of the market,
and the proliferation of marketing channels and communication, which make it difficult and
increasingly expensive to reach a mass audience .
⠀ Kotler, P., Keller, K. L.(2012). Marketing management(14th ed.). New Jersey: Prentice Hall (p. 255)
⠀ Kotler, P., Keller, K. L.(2012). Marketing management(14th ed.). New Jersey: Prentice Hall (p. 255)