BACHELOR OF BUSINESS ADMINISTRATION

Detailed explanation-1: -On a continuum from “mass marketing” to “one-to-one marketing, ” market segmentation is in the middle. Mass marketing occurs when: all customers are treated in the same manner.

Detailed explanation-2: -Audience segmentation is the process of determining which consumer traits characterize a certain group, or segment of a given market. In mass marketing, marketers ignore audience segmentation in favor of reaching all consumers in a large market and appealing to them with a product that most people need or use.

Detailed explanation-3: -Detailed Solution. Mass Marketing does not deal with customers directly.

Detailed explanation-4: -Mass marketing targets the average customer and one to one marketing targets the individual customers. In other words mass marketing assumes that an average customer can be satisfied with a generic product where as one to one marketing identifies customer needs based on individual basis and offer customized solutions.

Detailed explanation-5: -In Segemetation, Mass marketing refers to the strategy of targeting the entire potential customer market by means of a single marketing message. The marketing strategy used in this segmentation does not target the specific requirements or needs of customers.