Meaning & use
mass marketing
Last updated
UK/ˌmæs ˈmɑːkɪtɪŋ/
US/ˌmæs ˈmɑːrkɪtɪŋ/
Meaning
noununcountablebusiness
Promoting one product to a very large audience without adapting it to specific groups.
Grammar: No plural in this sense.
Patterns
- mass marketing of something
Mass marketing worked well for soft drinks in the 1950s.
The brand moved away from mass marketing toward targeted ads.
Television allowed mass marketing on a new scale.
Common combinations
- mass marketing campaign
- The mass marketing campaign covered TV and radio.
- shift from mass marketing
- The firm shifted from mass marketing to niche products.
- rely on mass marketing
- Many soft drink makers rely on mass marketing.
- mass marketing strategy
- A mass marketing strategy ignores differences between buyers.
- traditional mass marketing
- Traditional mass marketing is expensive.
Synonyms and how they differ
- broad marketing
- Broad marketing is less technical and means promoting widely.
- undifferentiated marketing
- Undifferentiated marketing is the textbook term for the same approach.
- advertising
- Advertising is only one tool within marketing.
Opposites
target marketingniche marketing
Word family
- mass-market adjective
- Aimed at large numbers of buyers.
- marketer noun
- A person who promotes products.
- marketing noun
- Promoting and selling goods.
Commonly confused: mass marketing or mass media?
mass marketing vs mass media
Mass media are the channels such as TV; mass marketing is the strategy using them.
Practice
Mass marketing differs from niche marketing because it:
Choose one answer.
Mass marketing aims at the whole market. Niche marketing is the small-group opposite.
Make it your own
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