GENERAL KNOWLEDGE

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: -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-3: -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-4: -In the concentration strategy, a company chooses to focus its marketing efforts on only one market segment. Only one marketing mix is developed: the combination of product offerings, promotional communications, distribution, and pricing targeted to that single market segment.

Detailed explanation-5: -The marketing strategy used in this segmentation does not target the specific requirements or needs of customers. Mass marketing strategy, instead of focusing on a subset of customers, focuses on the entire market segment that can be a probable customer of a product.