The market for goods that are produced in large quantities.
"Mobile technologies have hit the mass market".
Mass marketing is a strategy in which a firm decides to ignore market segment differences and appeal to the whole market.
This will involve broadcasting a message that will reach the largest number of people possible.
Product: In a mass market a strong brand and customer loyalty are very important.
Product: In a mass market a strong brand and customer loyalty are very important.
Price: Competitive pricing with perhaps the dominant brand having a slightly higher price. (Price leadership)
Promotion: Intense
Place: Multiple channels of distribution will be used.
Promotion: Intense
Place: Multiple channels of distribution will be used.
A small, specialized market for a particular product or service.
"The product is very much aimed at a niche market."
Aimed at satisfying the needs of a specific group.
May be very high quality.
Price: Higher prices can be charged to reflect the product, service or quality.
Promotion: Can be very targeted at specific types of consumer.
Click on the picture:
Business to Business (B2B) and business to consumer marketing (B2C)
We have discussed B2C marketing.
B2B marketing needs to be much more directed toward decision makers within potential business customers.
JCB:
What B2B marketing could JCB have undertaken in order to achieve this deal?
B2B marketing involves 'inbound' and 'outbound' activities.
These encourage repeat business.
What loyalty cards do you have? Why?
Communication:
Advertising to keep the brand in the mind of the consumer.
Personalised emails.
Customer service:
Excellent customer service will be an incentive for repeat business.
Click on the picture for some outstanding examples of customer service.
