Advantages of mass marketing

Features of mass marketing


The question whether mass marketing is dead or alive looms in everyone’s mind. The issue however has been discussed over decades about whether it is efficient and appropriate to serve the public. In the essay I will strive to indiscriminately show both sides of the situation.

Keywords: market, niche, target, audience, product, mass

Mass marketing is also known as undifferentiated or overall marketing. This is because it does not specifically target a certain market or a certain group of people. It is a market coverage strategy where a firm decides to ignore market segment differences and appeal the whole market with one offer or strategy. The idea really is to broadcast a message that will reach the largest number of people possible.

This concept of marketing originated in the 1920s with the inception of mass radio use. At the time, the companies used this avenue to communicate with the general public about their products. This was through advertisement of their products. As time passed, there was also an evolution in the communication scene where television broadcasting came to be. This was a better source of mass marketing since the item could be seen on screens. Traditionally, mass marketing focused on radio, television, and newspapers as media used to reach the audience. By reaching the largest audience possible, exposure to the product is maximized. This means more sales and therefore more income.

Is mass marketing dead?

Mass marketing has developed over the years into a worldwide multi-billion dollar industry. So is it really dead? I believe it is actually growing stronger than in the latter years. It may have sagged during the Great Depression but it stood the test of time and regained popularity through the 40s and 50s. It slowed during the anti-capitalist movements of the 60s and 70s before returning bigger and stronger. The attitude put into this form of marketing has pushed it to the level it is today. It is said that once you fall, you should pick something on your way back up.

The mass marketing movement has picked a lot of thing s and strategies on its way back on the charts, to compete against major marketing industries such as niche marketing. Mass marketing is the opposite of niche marketing. Niche in this case is a specialized part of a market for products or services. Niche marketing may be cost effective since upon production, it aims at a specified group of individuals that are its consumers. Concentrating all marketing efforts on a specified group is its highest advantage. They are able to provide the best for a certain people therefore maintaining a loyal customer base. However, in case the need for that specific group goes down, then the strategy is left without audience.

The shot gun theory is applied in mass marketing. It involves reaching as many people as possible. On the web, it refers to a lot of advertisements done through banners or text ads in as many websites as possible. An example is placing an ad on primetime television, without focusing on any specific group of audience. The shot gun approach increases the odds of hitting a target when it more difficult to focus. This means that strategies are applied to take care of advertising at all times even when it may be difficult to reach out, the strategy does so.

Other strategies such as the “All things to all people” is used and is one of trying to spread marketing messages   to anyone and everyone that is willing to listen. Products covered under mass marketing range from the smallest in size and purpose such as toothpaste to others such as furniture, artwork, automobiles, fizzy drinks, and personal computers. Products such as services from professions for example law and medicine are subject to mass marketing.

A disadvantage of mass marketing is however evident in the case where booksellers rarely respond quickly enough to promote local books which show best seller potential (Henighan 57). Another cause of concern is that where fashion marketers assume that all customers in the market are the same (Easey 132). The quality of products is also questionable since it is sub-standard. Mass marketing mostly deals with staples: products and items that people have to replenish once they are finished. Due to this, quality is not paid attention to and therefore price is also lowered.

Critics have termed mass marketing as dead due to the fact that it generalizes its audience. Companies are coming up with means in which they take time to understand their audience therefore making it easier to make products that are befitting to them. Relationship between the manufacturer and the consumer has also improved in situations where communication is fast and efficient. Companies require feedback upon purchase of products to examine areas to improve.

Mass marketing does not provide this type of customer service. Whatever is produced is let into the market. In this day and age consumers also expect to be given a wide range of products to choose from. They are aware of the competition in the market and are therefore most educated to make the most sound of choices when it comes to what they want to purchase. Mass marketing is as well as dead in this case.

Successful companies have to understand their consumers at very granular levels. Others say that mass marketing is not in danger of elimination. Its role is changing slowly as marketers and companies choose to turn their heads and find some other means of marketing. Mass, marketing is being weighed question is whether or not it will meet up to the standards of other means of marketing.

Its benefits such as having a wider audience, it being less risky, production cost per unit being low on account of having one production run for homogenous product as well as having a low marketing research cost and low advertising cost may be eye catching but in these times of customer intimacy, mass marketing may just be dreaming big and not living the reality.

We as the consumers have a choice to make based on what we believe and our outlook on advertising as a whole. Our reaction towards mass marketing and niche marketing will determine both the success and failure of either or both of them. Let us put both on level ground in all terms and see which will survive the rough waters. I pose a question to all those out there: where do you see mass marketing in the next 5 years? Do you even see it at all or did it die long ago without us knowing?

Importance of retail packaging


Packaging is the technology of enclosing or protecting products for distribution, storage, sale and use. It also refers to the process of design, evaluation and production of packages. It can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale and end use.

Packaging contains, protects, preserves, transports, informs and sells. In this case, we are dealing with retail which is the sale of goods to ultimate customers usually in small quantities as opposed to wholesale.

Retail packaging is therefore the placement of goods in ready packages that do not require being unpacked or repacked. This facilitates easy shopping, identification and opening for the consumer of the product.

These products also have to be placed in retail packs to facilitate placement on the shelves where the consumers will find them afterwards. According to the nature of the product, its packaging should facilitate opening and sealing for reopening in a case where the contents have not been exhausted.

Retail packaging also makes it possible for the names of individual manufacturers to be placed on the product, which aides in advertisement. If not for retail packaging, individuals would not be able to purchase goods in small quantities and would therefore be forced to buy goods in bulk which means more spending.

The retail package comes equipped with full color retail packaging with bar codes, nutritional information if applicable, along with full retail documentation and instructions inside.

HRM in knowledge economy


Knowledge is becoming a critically important resource in contemporary business organizations, a development posing significant issues for Human Resource Management.

It draws together various strands of theory, research and practice to develop a better understanding of these issues, with special emphasis on Human Resource Management practice in knowledge-sensitive organizations. An economic and organizational shift began with the advent of the internet.

The internet forever changed the way information would flow within and outside of organizations. It would also forever change the way in which individuals could communicate with and contribute to their organizations. Increased job opportunities have led to increased global marketing and all this is to be coordinated by the Knowledge Age leaders and their Human Resource Staff.

The Knowledge Age comes about with the demise of the Industrial Age. The means of production for the Industrial age were capital, equipment, labor, land, and raw materials, while the means of production in the Knowledge Age are, most importantly, talent and technology.

In the Knowledge Age, change comes fast and frequently within organizations. In fact, the organizational ability to anticipate and quickly engage in change is now considered a key competitive advantage. Another important aspect of change is that organizational change is shifting from being episodic and is now continuous.

The whole Human Resource Management department has been transformed in the Knowledge Age and better and more efficient measures are being put in place.

Role of context in leadership


Leadership is a process of social influence in which one person can enlist the aid and support of others in the accomplishment of a common task. A leader is simply somebody whom people follow, or as somebody who guides or directs others. Organizing a group of people to achieve a common goal.

Studies of leadership have produced theories involving traits, situational interaction, function, behaviour, power, vision and values, charisma, and intelligence, among others. The search for these characteristics has been going on for centuries. Philosophers like Plato have writings exploring this question as does Plutarch, in their books Republic and Lives respectively.

They have tried to answer the question, “What qualities distinguish this search was the early recognition of the importance of leadership and the assumption is rooted in the characteristics that certain individuals possess.  The idea that leadership is based on individual attributes is known as the “trait theory of leadership”.

Many people have written books on leadership with some claiming that leadership is hereditary. In other words, leaders were born, not developed. Others claim that leaders develop from talents, skills and physical characteristics. Both of these views lent great initial support for the notion that leadership is rooted in characteristics of the leader.

Later researchers have come up with theories that claim that leaders can emerge across a variety of situations and tasks. In contrast to the traditional approach, the leader attribute pattern approach is based on theorists’ arguments that the influence of individual characteristics on outcomes is best understood by considering the person as an integrated totality rather than a summation of individual variables.

Modern Japanese Society 

3 facts about Modern Japanese Society you never knew existed

Modern Japan can be precisely defined as a place of incredible diversity, very modern though it is surrounded by custom, a place where you will find the friendliest welcome, valleys, coasts, rugged mountains and blazing neon of light.

Japan history dates back many thousands years ago. However, armed with very innovative brains, they have helped transform the “traditional Japan” into what is termed as “modern Japan”

With continued advancement in technology, rapid influx and continually changing fashion, trends they have helped transform Japan from religion, sports, its people, architecture, and food and theatre making it an ultimate destination for tourists to visit.


In the world, Japanese are considered very social and ethnically homogenous. People in modern Japan associate themselves with the industry they work for. They easily adapt to new changes, which has made them quite sociable when working with.


Very beautiful temples and shrines dominate the place. In fact, when min modern Japan, you will see its religious heritage. The place is much stunning with religion being among the major tourist attraction.


Japanese are the most passionate and enthusiastic people when it comes to food. If you visit Japan, you will never forget their food choices as they blend their traditional foods with the current modernity.



The primary goal of marketing communications is to build awareness of a business, its products, and its position through consumer-facing materials such as brochures, press releases, Web sites, and trade show presentations. Planning an integrated and consistent cross-team approach to these activities; one that reinforces a company’s message with target audiences and motivates customers to buy is the marketing communications manager’s top responsibility.

A good marketing communications plan requires you to do substantial research. You need to have an in-depth understanding of your target audiences and the processes involved in buying, selling, and communicating. After you have armed yourself with the knowledge that you need, you can determine what you hope to gain from your marketing activities, what you want your customers to know, and how best to communicate that information to them.

You will also need to decide on a budget and schedule, and to evaluate any constraints that these might place on the campaign. Ideally, your marketing plan should outline the communications process step by step. An integrated marketing communication plan uses the same thematic message in different types of promotions. The idea behind the message remains consistent whatever the medium of information.

Once the individual determines who their customers are, they will want to create a unique identity for the brand or company. Identification, appreciation and development of the best marketing communication plans are the contributing factors to successful businesses.