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Asst. Manager Marketing, ApnaCircle Infotech Private Limited
Question from Swati Singh
What is the difference between Mass Marketing and Segment Marketing?
When you think of your marketing strategy you can:
1) Target everyone one (Mass) with the same message.
2) Break your customer's into segments based on their needs, preferences, purchase history, value to the organization, and then tailor your message to these different audiences in order to improve your return on investment. Here is an article that maybe helpful to you in your efforts: http://www.slideshare.net/sallieburnett/whitepa...
Mass marketing is for the masses. Its for everybody.
Segment marketing is for specific segments. E.g. there could be a segment for college goers, business persons, job seekers, working people etc.
In mass marketing (also known as undifferentiated marketing) ,marketing of a product is done to a wide audience.Typically, things which are perceived to be necessary/essential to the consumer such as toothpaste,automobiles,computers,medicine,soft drinks,etc are subject to mass marketing.
On the contrary,Segment marketing is the practice of defining the customers needs and wants by placing them in specialized groups (niche) that receive different attention and different levels of marketing.The way customers are segmented by a company can vary from business to business but generally include areas such as income, regional location, sex, socioeconomic factors, previous buying, etc.