MGT 3300 Lecture Notes - Lecture 6: Specific Storage, Mass Marketing, Target Market
Document Summary
Production-oriented manager sees everyone as basically similar and practices mass marketing . Marketing-oriented manager sees everyone as different and practice"s target marketing . The difference between target marketing and mass marketing is directly linked to the concept of a marketing strategy, because a marketing strategy specifies some particular target customers. Target marketing tailoring the marketing mix to meet the needs of a specific group of target customers. Mass marketing offering a single marketing mix combination to everyone. Mass marketing and mass marketers do not mean the same thing. It considers everyone to be a potential customer. Mass marketers like kraft foods and walmart are aiming at clearly defined target markets. Their target markets are large and spread out. Target marketing can mean big markets and profits. Target marketing is not limited to small market segments only to fairly homogeneous ones.
