Segmentation: Marketing

1409 words 6 pages
What are the weaknesses of mass marketing, as opposed to segmented marketing? What advantages does a company gain from market segmentation, as opposed to treating the market as single entity?
Mass marketing is a market strategy in which firm or industry treat market with single offer or one strategy. In this marketing term wide range of customers and audience are concentrated. As there is no segmentation and focusing concern so large amount of customers are possibly exposed to the product.
For example as audience is focused on radio, television and newspapers in which large and broad audience are targeted by the companies and industries towards their product.
Mass marketing is the opposite of segmented marketing as it
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Segmentation is much more valuable market strategy as compare to the market as a single unit because it’s much more hard and difficult to focus and know about the demands and needs of, customers and consumers if they are spread in a larger quantity.
Market as a whole is difficult to handle if the areas of it are specifically are not defined and segmented well enough to know about them. There are all sort of customers found in market, each of them are different in needs and wants, and their budgets and choices also differ, so to reach and fulfill their necessities market must be segmented and defined sufficiently.

Is it possible to segment a market too far? What are the potential disadvantages of segmenting a market? Choose a market to provide examples of these potential disadvantages?
Market segmentation is one of the best market strategies to apply and survive in market conditions. As in it product and services are enhanced and polished for the specific audience who demand, need and purchase them. In big wide world of billions of different types of people each and every company or industry first of all have to segment and target the specific group to at least introduce their product and check the result from audience as it goes in profit or loss.
But if the segmenting occurs again and again and went to deep in the specification and selection then it will be quit a difficult issue to


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