Mass marketing, addressing the entire market with a single marketing mix, assumes a homogeneous customer base with similar needs and wants. This approach often involves creating a single product offering with a uniform promotional message distributed through broad channels like television or radio advertising. A classic example is a basic commodity like table salt, marketed with minimal variation to a broad consumer group.
This method offers potential advantages, particularly in terms of economies of scale. Reaching a larger audience with a single campaign can be cost-effective, simplifying marketing efforts and reducing production expenses. Historically, this approach was prevalent before market segmentation techniques became sophisticated. While less common now, it can still be viable for products with truly universal appeal or in markets with limited consumer diversity.
