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Marketing debate Is mass marketing dead With marketers increasingly adopting more and more refined market segmentation schemes fuelled by the Internet and other customisation efforts

Marketing debate Is mass marketing dead? With marketers increasingly adopting more and more refined market segmentation schemes – fuelled by the Internet and other customisation efforts – some critics claim that mass marketing is dead. Others counter that there will always be room for large brands which employ marketing programmes targeting the mass market. Take a position: Mass marketing is dead versus Mass marketing is still a viable way to build a profitable brand.

Marketing discussion

Descriptive versus behavioural market segmentation schemes Think of various product categories. How would you classify yourself in terms of the various segmentation schemes? How would marketing be more or less effective for you depending on the segment involved? How would you contrast demographic versus behavioural segment schemes? Which ones do you think would be most effective for marketers trying to sell to you?

Aug 06 2020 View more View Less

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