361:'s foray into India failed to establish market acceptance for cereal as an alternative breakfast food. Unilever's laundry detergent, Ala, achieved market success in southern Brazil, but was unable to gain a foothold in the northeast, where women continue to wash laundry in streams and have a preference for bar soap. In Paraguay, the telecommunications operator, Tigo, was initially reluctant to reduce the minimum recharge rate for phone cards. However, its sales volume tripled when it allowed users to recharge for just a few centavos. The company learned that customers were using the cards as a form of savings and also made calls at night when rates were lower, thereby boosting off peak usage volumes.
133:
90:
327:
196:
240:
141:
the second half of the 19th century as a forming a 'revolution in distributionâ with innovations in transportation, storage and packaging enabling rapid, efficient movement of goods across vast distances. Mass production techniques, facilitated by technological developments, enabled the production of low-cost, standardised products designed to appeal to a broad cross-section of the market. By the 20th century, new distribution systems gradually supplanted the
129:
populations, increasing urbanisation, increased social mobility and the rise of a middle-class fuelled a rise in demand for goods and services. To meet this demand, industry was restructured: manufacturers needed new production, distribution and merchandising systems to satisfy the growing demand for affordable goods and services. As certain historians have noted, the supply-side 'industrial revolutionâ was accompanied by a demand-side 'consumer revolutionâ.
370:
391:
342:
273:
76:
potential. For example, the laundry detergent, Tide, reportedly had a 65% in-store market share (in the US) by developing a âgood for everybodyâ product and targeting a broad middle-class market. By the 1980s, Coca-Cola commanded almost 70% share of the US market Mass market products and brands offer lower acceptable quality, are mass-produced, widely distributed and typically rely on
444:. Now, the biggest daytime TV stars, like Ellen DeGeneres or Dr. Phil, draw less than one-tenth of that per week." Daytime television will never capture that big of an audience ever again based on the number of different options people have at their disposal today. This is one of the many instances where mass market is becoming obsolete.
436:âTechnology has enabled consumers to skip over these mass-market models. Amazon and Google allow them to quickly and easily search out specific products that speak to them.â People are not associating or committing to a certain brand, rather, whatever is more convenient for them when looking at quality, price, and availability.
319:) or a large but relatively poor mass market. The resources and capabilities required to compete in emerging economies are quite different to those used in developed markets. In particular, companies need extensive local knowledge, including a rich understanding of local distribution networks and a deep understanding of
337:
in emerging mass markets is quite unlike that observed elsewhere. Mass market needs revolve around basic necessities and functional products. Although regional differences are evident, some commonalities have been noted: consumers are extremely price-conscious; prefer unbranded goods, buy in smaller
80:
to create high levels of market awareness and ultimately market penetration. A premium brand, in contrast, combines elements of luxury and mass market, appealing to a broad market with higher quality products, often designed by high profile designers, with unique or prestige points of differentiation
377:
A mass-market retailer is an organization that reasonably sells enormous amounts of products that appeal to a wide assortment of buyers. Mass-market retailers are not really known for selling sturdy, top notch stock or for having uncommon client assistance, yet they do meet customers' needs a lot at
439:
When looking at mass market, we can include television as a contributor. TV shows are made to appeal to whoever wants to tune in and to however many people that attention brings. There has been a significant fall off in the number of viewers that the biggest TV shows are pulling in as opposed to 25
140:
By the 17th century, raw materials, manufactured goods and foodstuffs were being transported around the globe. However, for mass market accessibility, effective domestic transportation and communication systems, such as the railways and the telegraph, were essential preconditions. Scholars point to
49:
in that the former focuses on consumers with a wide variety of backgrounds with no identifiable preferences and expectations in a large market segment. Traditionally, businesses reach out to the mass market with advertising messages through a variety of media including radio, TV, newspapers and the
227:
The primary aim of mass marketing is to provide standardised products to the largest number of customers at minimum acceptable quality points and at lowest possible prices. To achieve this, companies design no-frills products, employ long production runs and rely on low margins and volume sales in
128:
The term, 'mass marketâ, emerged in the 19th century and had its origins in social, political and economic transformations occurring across the developed world throughout the 17th, 18th and early 19th centuries. Population growth combined with rising wages, higher standards of living, concentrated
398:
In terms of mass market vs luxury retailers, luxury retailers sell their products to specific consumers. Their target market is for wealthy consumers who purchase upscale products frequently, products that tend to be unobtainable for the regular consumer. Some examples of luxury retailers include
251:
In developed economies, mass marketing is becoming less common as an approach. However, it remains a vital part of marketing in developed economies well into the 21st century. Mass marketing is primarily used in commodity markets (e.g., sugar, salt, fruit and vegetables, etc.); very small markets
235:
In developed nations, marketers regularly create a mass market for goods and services. For example, a sophisticated new product such as an MP3 player, might firstly target early adopters in upper income groups and subsequently simplify the offer and reduce prices in order to gain acceptance by a
231:
In the mass market, players must compete with other high-volume producers. As a consequence, the product with the lowest price, given comparable acceptable quality, will enjoy a market advantage. This tends to lead to a focus on prices which means that companies must relentlessly pursuit of cost
75:
A mass market, also known as undifferentiated market, is a large group of current and/or prospective customers, where individual members share similar needs. The size of a mass market depends on the product category. Mass marketers typically aim at between 50 and 100 percent of the total market
211:
purchased the Coca-Cola recipe in 1891, his strategy was to mass market the beverage across the US, by producing a single 6.5-ounce bottle in only one flavour. The company made a concerted effort to appeal to every segment of society, using a national distribution system via food retailers (as
255:
As markets in the US and Europe have become increasingly fragmented, consumers are exhibiting a greater desire for choice, customisation and product differentiation. This has led to some companies, shifting away from serving a single mass market towards serving a number of smaller markets or
176:, who founded Kodak in 1888, revolutionised photography when he developed inexpensive, portable cameras and effectively created a mass market for amateur photographers To highlight the camera's ease of use, the campaign slogan promised, ââYou press the button, we do the restâ (1888).
268:
enjoy enormous reach across global markets. Whereas, Coke, for example, was once only available in a single flavour and bottle size, it is now offered in multitude of different flavours, different sized bottles and with varying sugar- no-sugar options.
62:
rather than the mass market, per se. In addition, the concept of a mass market means different things in different contexts and has evolved over time, adding yet another layer of complexity. The â'Cambridge
Business English Dictionary
70:
a market of as many people as possible, not just people with a lot of money or particular needs or interests a product that is intended to be sold to as many people as possible, not just to people with a lot of money or particular
440:
or so years prior. This decrease is largely attributed to the presence of social media and self-published apps and streaming services like
Netflix, Hulu, HBO, etc. "Oprah, at her height, had 48 million viewers
338:
quantities, only buy sufficient amounts as required for immediate use and often exhibit a preference for local retail outlets where they can buy a single item, such as a bar of soap, from broken packs.
149:
and small, independent retailers that had characterised pre-industrial supply channels. As the century progressed, improvements in the supply chain gave rise to a plethora of innovative mass market
1060:
Snezana
Popovic-Avric, Renata Pindzo and Marina Djenic, âThe Challenges of Business Strategies in Emerging Marketsâ in: M.L. Jakzic and S.B. Rakosevic (eds), Symorg Proceedings, 2012, pp 1015-1021
312:, with their rapid population growth, youthful populations, growing economies, rising standards of living and emergent middle-class present companies with significant long-term opportunities.
252:(where segmentation would result in segments too small to be profitable); for products and brands satisfying universal needs (e.g., pens, pencils, newspapers) and in less competitive markets.
529:
105:). However, by the late 18th century, people could participate in the market without physically attending a marketplace. By the 20th century, the concept could be used to describe a process (
58:
Scholars have noted that defining the precise nature of the mass market is problematic. This difficulty arises, at least in part, from scholarly attention being given to the process of
833:
Richard
Longstretch, âRetail Development and Urban Form in the United States in the Nineteenth and Twentieth Centuryâ, in: J. Stobart and V. Howard (eds),
191:
perfected the moving assembly line in order to produce a high-quality automobile (the model T) priced within the reach of a market of unprecedented size.
315:
For companies desirous of entering emerging markets, a key business decision is which of the two income segments to target â a small but wealthy elite (
232:
savings across every aspect of business operations â simplified product design, streamlined supply chains and minimum tolerable service quality.
675:
P.A. Permatasari and N. Kalbaszka,â Digital
Technologies for Communicating Fashion Heritage,â in: De Ascaniis, Silvia, Cantoni, Lorenzo (eds),
212:
opposed to the drugstores used during the formative years). At its peak, in the late 1980s, Coca-Cola commanded almost 70 percent market share
586:
Geoffrey
Tweedale, âA Machine on Evert Desk: The Development of the Mass Market in Computersâ, in: R.S. Tedlow and G. G. Jones (eds),
1021:
Tevfik Dalgic and Martin Leeuw, âNiche
Marketing Revisited: Theoretical and Practical Issuesâ in: M. Levy and D. Grewal (eds), â in
1008:
Tevfik Dalgic and Martin Leeuw, âNiche
Marketing Revisited: Theoretical and Practical Issuesâ in: M. Levy and D. Grewal (eds), â in
408:
Mass
Marketing is the degree and cost-proficiency of advertising on a bigger scale compared to smaller business marketing systems.
1047:
Niraj Dawar and J. Ramachandran, âDefending Turf: Marketing
Strategies for Emerging Market Companiesâ in: R. Batra (ed.),
979:
Guillermo DâAndrea, David Marcotte and Gwen Dixon Morrison, âThe Globe: Let Emerging Market Customers Be Your Teachersâ,
1090:
Guillermo DâAndrea, David Marcotte and Gwen Dixon Morrison, âThe Globe: Let Emerging Market Customers Be Your Teachersâ,
1184:
Anil K. Gupta, Toshiro Wakayama and U. Srinivasa Rangan, Global Strategies for Emerging Asia, John Wiley, 2012, pp 54-56
345:
Colgate-Palmolive is one of a number of companies that have successfully tapped into mass markets in emerging economies.
382:
such as Target, Sam's Club, and Best Buy, as well as brands like Levi Strauss and Gap, and e-retailers like Amazon.
1095:
984:
755:
Grant McCracken, âTextile History and the Consumer Epidemic: An Anthropological Approach to Popular Consumptionâ,
117:, involves the pursuit of an entire market or a large proportion of the market with a single product and a single
1248:
781:
Bruno BlondĂ© and Ilja Van Damme, âFrom consumer revolution to mass marketâ, in: J Stobart and V. Howard (eds),
859:
Reese V. Jenkins, âTechnology and the Market: George Eastman and the Origins of Mass Amateur Photography,
1279:
820:
Art Caden, âRetail Innovations in American Economic History: The Rise of Mass-Market Merchandisersâ, in:
17:
132:
1158:
Raquel Cataño and David Flores, âConsumer Behaviour in Emerging Marketsâ in: R. Grosse and K.E. Meyer,
1072:
Raquel Cataño and David Flores, âConsumer Behaviour in Emerging Marketsâ in: R. Grosse and K.E. Meyer,
1106:
Raquel Cataño and David Flores, âConsumer Behaviour in Emerging Marketsâ in: R.Grosse and K.E. Meyer,
285:
1284:
494:
955:
The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands
122:
1221:
1171:
C.S. Krishna Prasad, âAre Mid-Segment Markets in India Still Elusive to MNCs?â in: A Adhikari,
916:
Contemporary Marketing Strategy: Analyzing Consumer Behavior to Drive Managerial Decision Making
89:
570:
1208:
Breakout Strategies for Emerging Markets: Business and Marketing Tactics for Achieving Growth
261:
98:
1132:
Rajeev Batra, âMarketing Issues and Challenges in Transitional Marketsâ in: R. Batra (ed.),
530:"Macau's Casinos Have Been Relying On VIPs, But The Mass Market Is Crucial To Future Growth"
8:
330:
In emerging economies, consumers have a preference for unbranded goods and local markets.
257:
468:
334:
320:
293:
260:. However, the size of these segments remains relatively large. Multinationals such as
184:
81:
and offered at reasonable prices. Premium brands offer an alternative to luxury goods.
489:
354:
41:" refers to a market for goods produced on a large scale for a significant number of
770:
The Birth of a Consumer Society: The Commercialization of Eighteenth-Century England
646:
Andrew Weber, "The Death of the Mass Market and Why Consumers Couldn't be Happier",
27:
Market for goods produced on a large scale for a significant number of end consumers
473:
458:
326:
281:
154:
357:
have successfully tapped into emerging mass markets, while others have struggled.
499:
289:
106:
31:
1096:
https://hbr.org/2010/12/the-globe-let-emerging-market-customers-be-your-teachers
985:
https://hbr.org/2010/12/the-globe-let-emerging-market-customers-be-your-teachers
243:
Mass marketing is primarily used in commodity markets. Pictured salt workers of
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59:
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239:
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46:
42:
706:
Consumer Behavior in Action: Real-life Applications for Marketing Managers
633:, Oxford University Press, 2001, p. 466; also see: Melvyn Dubofsky (ed.),
208:
158:
102:
846:
Bernard Weisberger, âGeorge Eastman and the Creation of a Mass Marketâ,
635:
The Oxford Encyclopedia of American Business, Labor and Economic History
601:
The Oxford Encyclopedia of American Business, Labor and Economic History
484:
244:
188:
77:
700:
698:
121:
program. In mass marketing, there is no market differentiation and no
796:
John Pearce and the Rise of the Mass Food Market in London, 1870-1930
265:
204:
118:
1249:"The death of the mass market and why consumers couldn't be happier"
1121:
Business Policy and Strategic Management: Concepts and Applications
879:, Labor and Economic History, Oxford University Press, 2013, p. 495
695:
504:
390:
350:
341:
113:), a group of consumers as well as a physical place. The process,
97:
The concept of a âmass marketâ is relatively modern. Prior to the
142:
369:
871:
869:
690:
Satisfaction Guaranteed: The Making of the American Mass Market
664:
Counter-Cola: A Multinational History of the Global Corporation
534:
301:
150:
93:âYou Press The Button, We Do the Restâ, Kodak's campaign slogan
929:
Cassava Flour and Starch: Progress in Research and Development
560:. (2002). Cambridge, Massachusetts: Perseus Publications:1294.
658:
656:
169:
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625:
623:
621:
385:
272:
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Charles W. L. Hill, Gareth R. Jones, Melissa A. Schilling,
677:
Handbook on Heritage, Sustainable Tourism and Digital Media
414:
Power to control the market (scare future competitors away)
297:
1195:
Conceptual Issues in Consumer Behaviour The Indian Context
1147:
Conceptual Issues in Consumer Behaviour The Indian Context
653:
1063:
618:
1036:
New and Improved: The Story of Mass Marketing in America
968:
New and Improved: The Story of Mass Marketing in America
809:
New and Improved: The Story of Mass Marketing in America
1123:, 2nd ed., PHI Learning, New Delhi, India, 2007, p. 72
953:
Amitava Chattopadhyay, Rajeev Batra, Aysegul Ozsomer,
822:
Routledge Handbook of Major Events in Economic History
746:, Macmillan International Higher Education, 1982, p. 3
733:, Macmillan International Higher Education, 1982, p. x
1197:, Pearson, Dorling, India, 2008, p. 205 and pp 218-19
1160:
The Oxford Handbook of Management in Emerging Markets
1108:
The Oxford Handbook of Management in Emerging Markets
1074:
The Oxford Handbook of Management in Emerging Markets
942:
Strategic Management: Theory: An Integrated Approach
378:
sensible costs. Some examples of mass retailers are
165:. Notable early examples of mass marketers include:
999:, 2nd ed., Cambridge University Press, 2015, p. 361
835:
The Routledge Companion to the History of Retailing
783:
The Routledge Companion to the History of Retailing
216:
997:Business Management for the IB Diploma Coursebook
101:, a market referred to a physical place (i.e., a
1271:
1119:Vipin Gupta, Kamala Gollakota and R. Srinvasan,
927:D. Dufour, G. M. O'Brien and Rupert Best (eds),
550:
1173:Strategic Management Issues in Emerging Markets
1023:Proceedings of the Academy of Marketing Science
1010:Proceedings of the Academy of Marketing Science
944:, 2014, 11th ed., Cengage, Stamford, CT, p. 185
785:, 1st edition, Routledge, Oxon, 2018, pp 31-49
666:, University of California Press, 2015, p. 397
772:, Indiana University Press, Bloomington, 1982
768:Neil McKendrick, John Brewer and J.H. Plumb,
631:The Oxford Companion to United States History
877:The Oxford Encyclopedia of American Business
424:Will leave smaller companies more vulnerable
418:
1162:, Oxford University Press, 2019, pp 220-230
1038:, Heinemann, 1990, UK, p. xx viii and p. 54
918:, Palgrave Macmillan, Cham, 2019 pp 189â214
637:, Oxford University Press, 2013, pp 494-498
603:, Oxford University Press, 2013, pp 494-498
399:Barney's, Tiffany's, Saks & Fifth etc.
236:larger proportion of the potential market.
1206:Jagdish N. Sheth, Mona Sinha, Reshma Shah
1134:Marketing Issues in Transitional Economies
1086:
1084:
1082:
1049:Marketing Issues in Transitional Economies
629:âMass Marketingâ in: Paul S. Boyer (ed.),
615:, Cambridge University Press, 2011, p. 329
901:Richard S. Tedlow and Geoffrey G. Jones,
679:, Edward Elgar Publishing, 2022, pp 60-61
402:
386:Mass market retailers vs luxury retailers
744:The Coming of the Mass Market, 1850â1914
731:The Coming of the Mass Market, 1850â1914
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1149:, Pearson, Dorling, India, 2008, p. 205
1110:, Oxford University Press, 2019, p. 230
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1076:, Oxford University Press, 2019, p. 230
14:
1272:
1243:
1241:
613:Cambridge Business English Dictionary
1210:, Pearson, N.J., 2016, e-book, n.p.
903:The Rise and Fall of Mass Marketing
588:The Rise and Fall of Mass Marketing
45:. The mass market differs from the
24:
1238:
1219:
905:, Routledge, Oxon, 2014, pp 21 -25
276:Map of E7 â major emerging markets
228:order to maintain low unit costs.
30:For the form of book binding, see
25:
1296:
863:, vol 16., no. 1, 1975, pp 1-19,
708:, Routledge, Oxon, 2011, pp 39-40
590:, Routledge, London, 2014, p. 146
798:, Palgrave-Macmillan, 2019, p. 3
217:Rise and fall of the mass market
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888:âFord and the Assembly Lineâ,
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558:Business: The ultimate resource
427:Always changing consumer market
811:, Heinemann, 1990, UK, pp 4-12
692:, Pantheon Books, 1989, p. 125
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606:
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13:
1:
1012:, Springer, 1993, pp 139-141
970:, Heinemann, 1990, UK, p. 346
824:, Routledge, 2013, pp 402-404
759:, vol. 31, Spring 1990, p. 60
515:
53:
1025:, Springer, 1993, pp 139-141
32:Paperback § Mass-market
7:
957:, Mc-Graw-Hill, 2012, p. 19
447:
10:
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571:"shotgun marketing |"
431:
321:consumer purchasing habits
286:multinational corporations
220:
84:
29:
1136:, Springer, 2012, pp 3-36
757:Material History Bulletin
575:Undifferentiated audience
419:Mass market disadvantages
411:Increases brand awareness
65:defines a mass market as:
1051:, Springer, 2012, p. 229
1092:Harvard Business Review
981:Harvard Business Review
890:EncyclopĂŠdia Britannica
875:Melvyn Dubofsky (ed.),
599:Melvyn Dubofsky (ed.),
349:Multinationals such as
123:product differentiation
1222:"Mass-Market Retailer"
861:Technology and Culture
704:Geoffrey Paul Lantos,
403:Mass market advantages
395:
374:
346:
331:
296:. Markets in parts of
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200:
199:Coca-Cola bottle, 1915
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850:, vol 23, no. 6, 1972
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365:Mass market retailers
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99:Industrial Revolution
92:
68:
1175:, Springer, , p. 200
931:, CIAT, 1996, p. 114
718:Cambridge Dictionary
373:Mass market retailer
288:are looking towards
136:Model-T Ford in 1919
476:(aka "consumerism")
292:for new growth and
1280:Market (economics)
1094:, December, 2010,
983:, December, 2010,
469:Mass customization
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375:
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335:Consumer behaviour
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278:
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185:Ford Motor Company
138:
95:
1193:S. Ramesh Kumar,
1145:S. Ramesh Kumar,
848:American Heritage
837:, Chapter 4, 2018
794:David W. Gutzke,
535:Forbes (magazine)
490:Mass merchandiser
355:Colgate-Palmolive
282:developed markets
155:department stores
16:(Redirected from
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914:Rajagopal,
209:Asa Candler
157:through to
103:marketplace
39:mass market
18:Mass-market
1274:Categories
1259:2020-11-30
1231:2020-11-18
516:References
505:The masses
485:Mass media
262:Campbell's
245:Marakkanam
189:Henry Ford
159:franchises
78:mass media
71:interests.
54:Definition
37:The term "
266:Coca-Cola
205:Coca-Cola
151:retailers
119:marketing
542:30 March
448:See also
442:per week
351:Unilever
258:segments
247:, India.
143:peddlers
432:Decline
359:Kellogg
207:: When
153:â from
147:hawkers
85:History
538:. 2018
302:Africa
170:Kodak
50:Web.
892:, â
544:2018
353:and
308:and
298:Asia
264:and
161:and
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20:)
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