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Discuss the shift from mass marketing to mass customization?
Waymen85
Philip Kotler, (1989) "From mass marketing to mass customization", Strategy & Leadership, Vol. 17 Iss: 5, pp.10 - 47
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∙ 13y ago
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Discuss the three major factors changing the face of today's marketing communication?
I got only two which is 1) The mass market has fragmented and the marketer has shift from mass market 2) The rapidly improvement of the communication technology
When a company grows globally this is an example of mass marketing?
E: Mass Marketing
What are examples of mass marketing?
project marketing
Difference between Mass customization and standardization?
Standardization and customization are polar opposites of each other. standardization means "one size fits all." It refers to the tailoring of a marketing program or campaign in such a way that there are enough elements to appease everybody. The target audience is vast. Standardization helps keep the costs low of reaching out to many people. It is employed typically in situations where the product in question is for mass consumption. These products are typically low volume products that makes it economically unfeasible for customization. Customization on the other hand refers to the tailoring of the campaign according to the needs of an individual or groups of individuals. These are high margin products where the volumes are low and the buyers are few. E.g. If an expensive luxury yacht was on sale then the company selling it could go to the extent of tailoring the marketing efforts according to the needs of specific buyers. Helpful Not helpful
How does mass customization support a business units competitive strategy?
Mass customization is an operations functional strategy. According to the text, mass customization requires flexibility and quick responsiveness. Appropriate for an ever-changing environment, mass customization requires that people, processes, units, and technology reconfigure themselves to give customers exactly what they want, when they want it. The result is low-cost, high quality, customized goods and services. Mass customization is one way to support a differentiation strategy in a hypercompetitive market in which customers are demanding a highly differentiated product at a reasonable price. The customer is primarily interested in purchasing a product designed to its own specifications and delivered where and when it needs them. Even though price may be secondary to specific product characteristics, it cannot be significantly higher than the price for a mass produced good.
Discuss the three major factors changing the face of today's marketing communication?
I got only two which is 1) The mass market has fragmented and the marketer has shift from mass market 2) The rapidly improvement of the communication technology
What is the purpose of mass customization in marketing?
The purpose is that ultimately every customer can have the exact specification of the exact product he or she (the customer) wants. This is enabled by (amongst others) the internet and mass production.
When a company grows globally this is an example of mass marketing?
E: Mass Marketing
What are examples of mass marketing?
project marketing
Difference between Mass customization and standardization?
Standardization and customization are polar opposites of each other. standardization means "one size fits all." It refers to the tailoring of a marketing program or campaign in such a way that there are enough elements to appease everybody. The target audience is vast. Standardization helps keep the costs low of reaching out to many people. It is employed typically in situations where the product in question is for mass consumption. These products are typically low volume products that makes it economically unfeasible for customization. Customization on the other hand refers to the tailoring of the campaign according to the needs of an individual or groups of individuals. These are high margin products where the volumes are low and the buyers are few. E.g. If an expensive luxury yacht was on sale then the company selling it could go to the extent of tailoring the marketing efforts according to the needs of specific buyers. Helpful Not helpful
What are some examples of mass customization?
Flared fenders and spoilers on cars is a good example.
What is mass marketing?
Mass marketing is the practice of marketing without regard to other markets exposed to the marketing. Instead of marketing to one particular segment the company advertises to the market as a whole. Mass marketing is effective for branding campaigns and have an ability to reach more people although costs can be prohibitive.
How are goods and services marketed?
Through Marketing and mass marketing
How is marketing approached in the mass-marketing method?
In the mass-marketing approach, businesses look at the total market as though all of its parts were the same and market accordingly
How does mass customization support a business units competitive strategy?
Mass customization is an operations functional strategy. According to the text, mass customization requires flexibility and quick responsiveness. Appropriate for an ever-changing environment, mass customization requires that people, processes, units, and technology reconfigure themselves to give customers exactly what they want, when they want it. The result is low-cost, high quality, customized goods and services. Mass customization is one way to support a differentiation strategy in a hypercompetitive market in which customers are demanding a highly differentiated product at a reasonable price. The customer is primarily interested in purchasing a product designed to its own specifications and delivered where and when it needs them. Even though price may be secondary to specific product characteristics, it cannot be significantly higher than the price for a mass produced good.
What recent developments favor mass-marketing of products?
In addition, the Internet provides a new medium for mass-marketing initiatives, and newly opened international markets offer a possible arena for mass-marketing opportunities.
What is company that specialized in mass marketing services?
One of the most popular companies which specializes in mass marketing services is Mass Marketing Services, Inc. in San Francisco, California. You can contact them through their website www.massmarketing.com.
