Mass Marketing

PRODUCTS SOLD

Mass marketing is used to sell a product to a large variety of customers in large amounts. Mass marketing is the opposite of Custom Marketing , where a product is made specially for one person or a group of persons. An example of mass marketing would be Toothpaste . Toothpaste isn't made specially for one consumer and it is sold in huge quantities. For more detail on toothpaste mass marketing, read "The Toothpaste Millionaire".

Other products of mass marketing are Furniture , Artwork , Automobile s, residential communities, and Personal Computer s. Typically, things deemed necessary/essential are subject to mass marketing. Such inventions, whose propagation has been aided by mass marketing, have transformed society (ex. dawning of digital age with PC.) A loose evaluation may suggest that, in America , mass marketing had a strong beginning after the end of World War II when Capitalist endeavors were allowed to resume in the absence of a war-geared, state-run economy.

An obvious factor contributing to the effectiveness of mass marketing is its use of advanced technology, such as Radio , Television , Internet , mass mailings, etc..

UNUSUAL "PRODUCTS" SOLD

Even "products" like Politicians and Professions (such as Chiropractic ), are subject to mass marketing.

One of the earliest users of the radio for mass marketing purposes was (Wonders of Chiropractic) in Davenport, Iowa, in 1924. It was the first radio station to be able to reach from coast to coast, was the second largest commercial radio station licensed in the USA, and the first west of the Mississippi River. [http://desmoinesregister.com/extras/iowans/palmerbj.html Chiropractors are still noted for their use of the mass media to market their practices.

QUESTIONS OF QUALITY

To further increase profits, mass marketed products touted as " Durable Goods " are often made of substandard material, so that they deteriorate prematurely. 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. A certain amount of Monopoly power is necessary to successfully engage in the practice of engineered obsolescence, for otherwise the forces of a Free Market would tend to preclude the sale of such substandard goods, if they cannot successfully be marketed as staples.

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.

John Watson was a leading Psychologist in mass marketing with his experiments in advertising.

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Mass Marketing