Question

Compare and contrast mass marketing and niche marketing?

Answer 1

Niche marketing refers to the marketing strategy that focus on appealing the target market. Mass marketing is the marketing strategy that focus on appealing the entire market.

The difference between mass marketing and niche marketing are: -

• Mass marketing focus on entire market and captures the whole customer base whereas niche marketing capture a relatively small number of buyers in the market.
• Mass marketing objective is to reach maximum number of customer whereas niche marketing capture small market segment.
• Mass market has heterogeneous buyers whereas niche marketing has homogeneous buyers.
• Mass marketing focus on increasing the market share whereas niche marketing focus on developing a value proposition.
• Mass marketing use intense advertising strategies whereas niche marketing does not use intense advertising strategies.
• The competition is high in case of mass marketing whereas the competition is relatively low in case of niche marketing.
• Mass marketing enjoys high return with high economies of scale whereas niche marketing enjoys fewer profits with low economies of scale in short term.