SAGE Reference - Relationship Marketing in Mass Markets
There is considerable evidence that organizations are increasingly applying relationship marketing concepts in mass markets. The business press abounds with. Relationship Marketing in Mass Markets Akash klokkenluideronline.infoati Akash klokkenluideronline.infoati. Keywords: Relational Marketing; Mass Consumption Intermediate Customers; relationship; c) understanding markets as networks, as a consequence of strong .
After a theoretical review of the Relational Marketing concept, we may wonder whether it is possible to use it for all types of markets.
Several authors think so. In this paper the aim was to determine how many research pieces actually demonstrated that such application is possible.
In addition, with regard to its use in several types of markets, various authors state that Relational Marketing is used: Clearly, the range of applications is broad. Specifically, with regard to Relational Marketing research in distribution channels, we found the topic of management and its metrics are found frequently in the most renowned journals, although generally from various perspectives that do not take into account relations with distributors.
At present, research on Relational Marketing management in distribution channels is scant. Studies have focused on the supermarket environment. The search was restricted to the best known international marketing journals between and We found 31 papers addressed the CLV issue but only six articles dealt with distribution channels when addressing the issue of Relational Marketing management. Moreover, these channels never Relational marketing in mass marketing.
According to Kotleras cited in Bigat, this type of marketing was traditionally carried out by small to medium-sized enterprises but has become more predominant in today's society where competition is substantially thicker.
The Difference Between Target Marketing & Mass Marketing | Bizfluent
It is particularly effective at reaching a large-scale audience due to the captivating nature of the advertisement. Mass marketers should aim to effect the behaviour of their consumers by having them engage with the brand in a positive way, which, in turn tends to more activity both on and offline as well as further market penetration. Often this would take the form of selling a product like toothpaste. Toothpaste isn't made specially for one consumer and it is sold in huge quantities.
A company or individual who manufactures toothpaste wishes to get more people to buy their particular brand over another. The goal is when a consumer has the option to select a tube of toothpaste that the consumer would remember the product which was marketed. Mass marketing is the opposite of niche marketingwhere a product is made specially for one person or a group of persons.
Other products of mass marketing are furnitureartworkautomobilesresidential communities, fizzy drinks and personal computers. Resources of mass marketing provide cost-effective marketing solutions for small and micro businesses, including start-ups.
What the difference between Mass Marketing, Relationship Marketing, and Stakeholder marketing?
Even "products" like politicians and services from professions such as lawchiropractic and medicineare subject to mass marketing. Questions of quality[ edit ] To further increase profits, mass marketed products touted as " durable goods " are often made of substandard material, so that they deteriorate prematurely.
- The Difference Between Target Marketing & Mass Marketing
This practice is called planned obsolescence. Not only does this lower production costs, but it ensures future sales opportunities by preventing the market from becoming saturated with high-quality, long-lasting goods.
The forces of a free market tend to preclude the sale of substandard staples, while disposability, technological innovations, and a culture of collection all facilitate planned obsolescence.
Mass marketing - Wikipedia
Many mass marketed items are considered staples. These are items people are accustomed to buying new when their old ones wear out or are used up.
Cheaper versions of durable goods are often marketed as staples with the understanding that they will wear out sooner than more expensive goods, but they are so cheap that the cost of regular replacement is easily affordable. Benefits of mass marketing[ edit ] Since the target audience is broad, the number of successful hits is high despite the low probability of a single person turning up, and if all the efforts in one particular area goes in vain, the eventual loss is less compared to one in a narrowly focused area.