With marketers increasingly adopting more and more refined market segmentations

Question

With marketers increasingly adopting more and more refined market segmentations schemes fueled by the Internet and other customization efforts, some critics claim that mass marketing is dead. Others counter that there will always be room for large brands that employ marketing programs targeting the mass market.

Respond to the following:

• Consider the statements “Mass marketing is dead” and “Mass marketing is still a viable way to build a profitable brand.” Take a stand and justify one statement, supporting it with examples.

Explanation / Answer

According to me “Mass marketing is dead” company can’t sell one product to all market segments.

Let’s take an example of laptop market. The company cannot offer a similar product to all its customers. There are various segments in laptop market kids segment, gamers segment, professional segment, student segment. Each segment will have their own requirement. A company cannot design a single product and sell it to different segments. To increase its sales the company has to take care of each and every segment.

Eg :- Dell is successful band due to its mass customization strategy. It gives the customers power to assemble different hardware and software according to their choice. Customer can place order according to their requirements. They give customers freedom to select the assembly rather than forcing them to buy one which is offered by company.

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