As the corporations are supposed to create value for shareholders, they have to be attentive towards costs they incur in the process of production and distribution of their goods. Mass customization calls for active individuals who want to shape their consumption in their personal way, so as to match their diverse lifestyles.
The direct offspring of mass marketing is the trend towards mass customization that is focused on customizing a product on a large scale. Many people have become more affluent and they want more special things, more specifically focused messages that will explain to them why they should buy a particular product or brand.
Journal of Marketing Research May Another possible advantage of mass marketing apart from the cost is the opportunity to cover all potential consumers. Mass marketing and mass customization are two alternative strategies for marketing campaigns.
If the market, for instance, embraces a number of different groups, targeting these groups separately may be the best strategy. Consumers in this way get power over the creation of the product. Mass customization, like mass marketing, has advantages and disadvantages.
If the market, for instance, embraces a number of different groups, targeting these groups separately may be the best strategy. However, the older generation can also buy this model, and with mass marketing the company can reach those consumers as well, trying their chance with all population groups.
Despite the move towards micro-marketing, companies can still see an advantage in mass marketing. The company can save money on ad production as the same ad can be placed in many different media.
The most attractive thing about it is that it does not result in higher cost to the producer than mass marketing. With mass customization, you as a consumer can "indicate your specific preferences per part for all sorts of products, upon which the manufacturer can exactly produce the product you want to have" Dellaert At the same time, the golden days of mass marketing are probably gone.
First of all, marketers still have to meet the challenge to create a campaign that will bring adequate ROI return on investment.
Thus, people should not be passive, hasty consumers who only want to shop in order to get this household chore done. They can also better serve the needs of the customers in this way.
Companies can make it easier for their clients if they show them a single piece at the end of the customization process, accompanied with a single price.
Another possible advantage of mass marketing apart from the cost is the opportunity to cover all potential consumers. The choice of mass marketing or targeted marketing depends on the culture value system. Quite often, marketing professionals see that they "need to use the same metrics as the finance department to show their cost is producing a return" "Mass Marketing Comes Unplugged", Journal of Marketing Research May In addition, this strategy often allows the companies to reduce their amount of stock and to opt for slimmer inventories.
In this sense, mass marketing has an advantage over targeted micromarketing since it allows one to cover a broader audience in less time. A famous example of mass customization is Dell that allows customers to choose characteristics of computers they are purchasing on their website.
For instance, a campaign placed in mass media can reach more consumers in less time than several different approaches targeting different consumer groups.
For instance, a campaign placed in mass media can reach more consumers in less time than several different approaches targeting different consumer groups. Mass customization calls for active individuals who want to shape their consumption in their personal way, so as to match their diverse lifestyles.Essay about Mass Marketing and Mass Customization Stragetic Marketing In its strategic role, marketing focuses on business’s intentions in a market and the means and timing of realizing those intentions.
History and overview of mass customization. Print Reference this.
Disclaimer: This work has been submitted by a student. This is not an example of the work written by our professional academic writers. Marketing Essay Writing Service Free Essays More Marketing Essays Examples of Our Work Marketing Dissertation Examples. Essays. Mass marketing is an attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media.
Also called undifferentiated marketing, it maximizes products advertising to consumers. What is Mass Marketing? - Definition, Advantages & Examples.
Mass Customization in Marketing: What is Mass Marketing? - Definition, Advantages &. Some examples of mass marketing strategies would be direct mail, yellow page ads, billboards, radio ads, free dinner seminars, etc A mass market is a general population which can be targeted at wide for the sales and marketing of a product.
Mass Marketing/Mass Customization Essay Sample Today, marketing is seeing a shift from the traditional mass marketing techniques towards marketing campaigns tailored to individual consumer groups. The direct offspring of mass marketing is the trend towards mass customization that is focused on customizing a product on a large scale.Download