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Targeted Marketing and Mass Marketing

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I am having troubling distinguishing between targeted marketing and mass marketing. Please explain what led to the rise of each. Also, what are the different market-segmenting strategies companies pursue and why?

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Solution Summary

The answer to this problem explains the cost savings and benefits of targeted marketing. The references related to the answer are also included.

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The differences between Target Marketing & Mass Marketing are that in target marketing, the messages are aimed at small clearly defined market segments or individual prospects. Mass marketing delivers general messages to large, markets. Mass marketing attempts to reach many people as possible while targeted marketing reaches a specific target segment. Mass marketing typically has a broad appeal whereas targeted marketing has flexibility and cost savings. All media is targeted to some extent. However, the extent of targeting ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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