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Distinguish mass marketing from target marketing

1. Distinguish clearly between mass marketing and target marketing. Use an example.

2. What are the 4 types of pricing strategies - give an example of each.
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3. Nielsen Media Research obtains ratings of local TV stations by having households fill out diary questionnaires. These give information on who is watching TV and what program. What are the limitations of this questionnaire method?

4. Give an example where packaging costs probably lower total distribution costs and an example of raised costs?

5. What should a marketing manager consider when setting the price level for a product in the early stages of the product life cycle?

Solution Preview

1. Distinguish clearly between mass marketing and target marketing. Use an example.

Answer:
In mass marketing strategy the firm tries to capture as much of the market it can possibly capture. According to this strategy, the firm usually market different products to different group or class of people or promotes the same product through different means. The seller who has adopted the mass marketing strategy generally engages in mass distribution, production and promotion of a single product for all the buyers. It has been found out that the mass marketing reduces cost and increases profit margin.

Ex-Coca cola use the mass marketing strategy while promoting Coke in a 6.5 ounce bottle to the buyers.

Target marketing strategy includes marketing programmes that has been designed by keeping all the wants and needs of a local customer group in mind. This local customer group could be in the trading area, individual store or neighborhood.

Target marketing strategy is performed using three activities market segmentation, market targeting and market positioning.
Ex-Citi Bank adopted target marketing strategy by adjusting its banking services in each branch based on the neighborhood demographics.

2. What are the 4 types of pricing strategies - give an example of each.

Answer:

The 4 types of pricing strategies ...

Solution Summary

The expert distinguishes mass marketing from target marketing. The four types of pricing strategies are examined.

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