Business – 3.1 The nature of marketing – Mass and niche marketing | e-Consult
3.1 The nature of marketing – Mass and niche marketing (1 questions)
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Mass marketing aims to reach the widest possible audience with a single marketing mix. The main advantages are:
- Economies of scale: Producing large volumes reduces per‑unit costs, allowing lower prices or higher margins.
- Broad brand awareness: A single campaign can generate nationwide or global recognition, strengthening brand equity.
- Simplified marketing management: One set of promotional messages, pricing, and distribution strategies reduces complexity and administrative costs.