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<span>History</span> </div> </a> <ul id="toc-History-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Rise_and_fall_of_the_mass_market" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Rise_and_fall_of_the_mass_market"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Rise and fall of the mass market</span> </div> </a> <button aria-controls="toc-Rise_and_fall_of_the_mass_market-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Rise and fall of the mass market subsection</span> </button> <ul id="toc-Rise_and_fall_of_the_mass_market-sublist" class="vector-toc-list"> <li id="toc-Mass_market_retailers" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Mass_market_retailers"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.1</span> <span>Mass market retailers</span> </div> </a> <ul id="toc-Mass_market_retailers-sublist" class="vector-toc-list"> <li id="toc-Mass_market_retailers_vs_luxury_retailers" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Mass_market_retailers_vs_luxury_retailers"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.1.1</span> <span>Mass market retailers vs luxury retailers</span> </div> </a> <ul id="toc-Mass_market_retailers_vs_luxury_retailers-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Mass_market_advantages" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Mass_market_advantages"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.2</span> <span>Mass market advantages</span> </div> </a> <ul id="toc-Mass_market_advantages-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Mass_market_disadvantages" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Mass_market_disadvantages"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.3</span> <span>Mass market disadvantages</span> </div> </a> <ul id="toc-Mass_market_disadvantages-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Decline" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Decline"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>Decline</span> </div> </a> <ul id="toc-Decline-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> <span>See also</span> </div> </a> <ul id="toc-See_also-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>References</span> </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" title="Table of Contents" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="Toggle the table of contents" > <label id="vector-page-titlebar-toc-label" for="vector-page-titlebar-toc-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button 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.hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">For the form of book binding, see <a href="/wiki/Paperback#Mass-market" title="Paperback">Paperback § Mass-market</a>.</div> <p>The term "<b>mass market</b>" refers to a market for goods produced on a large scale for a significant number of <a href="/wiki/End_consumer" class="mw-redirect" title="End consumer">end consumers</a>. The mass market differs from the <a href="/wiki/Niche_market" title="Niche market">niche market</a> in that the former focuses on consumers with a wide variety of backgrounds with no identifiable preferences and expectations in a large market segment.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Niche_Market_2002_2-0" class="reference"><a href="#cite_note-Niche_Market_2002-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> Traditionally, businesses reach out to the mass market with advertising messages through a variety of media including radio, TV, newspapers and the Web.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Definition">Definition</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mass_market&action=edit&section=1" title="Edit section: Definition"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Scholars have noted that defining the precise nature of the mass market is problematic.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> This difficulty arises, at least in part, from scholarly attention being given to the process of <a href="/wiki/Mass_marketing" title="Mass marketing">mass marketing</a> rather than the mass market, per se. In addition, the concept of a mass market means different things in different contexts and has evolved over time, adding yet another layer of complexity.<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> The ‘'Cambridge Business English Dictionary <i> defines a mass market as:<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup></i> </p> <style data-mw-deduplicate="TemplateStyles:r1244412712">.mw-parser-output .templatequote{overflow:hidden;margin:1em 0;padding:0 32px}.mw-parser-output .templatequotecite{line-height:1.5em;text-align:left;margin-top:0}@media(min-width:500px){.mw-parser-output .templatequotecite{padding-left:1.6em}}</style><blockquote class="templatequote"><p>a market of as many people as possible, not just people with a lot of money or particular needs or interests [or] a product that is intended to be sold to as many people as possible, not just to people with a lot of money or particular interests.</p></blockquote> <p>A mass market, also known as undifferentiated market, is a large group of current and/or prospective customers, where individual members share similar needs. The size of a mass market depends on the product category. Mass marketers typically aim at between 50 and 100 percent of the total market potential.<sup id="cite_ref-Paul_S._Boyer_2001,_p._466_7-0" class="reference"><a href="#cite_note-Paul_S._Boyer_2001,_p._466-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> For example, the laundry detergent, Tide, reportedly had a 65% in-store market share (in the US) by developing a “good for everybody” product and targeting a broad middle-class market.<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> By the 1980s, Coca-Cola commanded almost 70% share of the US market<sup id="cite_ref-Amanda_Ciafone_2015,_p._397_9-0" class="reference"><a href="#cite_note-Amanda_Ciafone_2015,_p._397-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> Mass market products and brands offer lower acceptable quality, are mass-produced, widely distributed and typically rely on <a href="/wiki/Mass_media" title="Mass media">mass media</a> to create high levels of market awareness and ultimately market penetration. A premium brand, in contrast, combines elements of luxury and mass market, appealing to a broad market with higher quality products, often designed by high profile designers, with unique or prestige points of differentiation and offered at reasonable prices. Premium brands offer an alternative to luxury goods.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mass_market&action=edit&section=2" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:You_press_the_button,_we_do_the_rest_(Kodak).jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/8/8e/You_press_the_button%2C_we_do_the_rest_%28Kodak%29.jpg/220px-You_press_the_button%2C_we_do_the_rest_%28Kodak%29.jpg" decoding="async" width="220" height="143" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/8/8e/You_press_the_button%2C_we_do_the_rest_%28Kodak%29.jpg/330px-You_press_the_button%2C_we_do_the_rest_%28Kodak%29.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/8/8e/You_press_the_button%2C_we_do_the_rest_%28Kodak%29.jpg/440px-You_press_the_button%2C_we_do_the_rest_%28Kodak%29.jpg 2x" data-file-width="550" data-file-height="358" /></a><figcaption>“You Press The Button, We Do the Rest”, Kodak's campaign slogan</figcaption></figure> <p>The concept of a ‘mass market’ is relatively modern. Prior to the <a href="/wiki/Industrial_Revolution" title="Industrial Revolution">Industrial Revolution</a>, a market referred to a physical place (i.e., a <a href="/wiki/Marketplace" title="Marketplace">marketplace</a>). However, by the late 18th century, people could participate in the market without physically attending a marketplace. By the 20th century, the concept could be used to describe a process (<a href="/wiki/Mass_production" title="Mass production">mass production</a>/<a href="/wiki/Mass_marketing" title="Mass marketing">mass marketing</a>), a group of consumers as well as a physical place.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> The process, <a href="/wiki/Mass_marketing" title="Mass marketing">mass marketing</a>, involves the pursuit of an entire market or a large proportion of the market with a single product and a single <a href="/wiki/Marketing" title="Marketing">marketing</a> program. In mass marketing, there is no market differentiation and no <a href="/wiki/Product_differentiation" title="Product differentiation">product differentiation</a>. .<sup id="cite_ref-Geoffrey_Paul_Lantos_2011,_pp_39-40_12-0" class="reference"><a href="#cite_note-Geoffrey_Paul_Lantos_2011,_pp_39-40-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> </p><p>The term, 'mass market’, emerged in the 19th century and had its origins in social, political and economic transformations occurring across the developed world throughout the 17th, 18th and early 19th centuries.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> Population growth combined with rising wages, higher standards of living, concentrated populations, increasing urbanisation, increased social mobility and the rise of a middle-class fuelled a rise in demand for goods and services. To meet this demand, industry was restructured: manufacturers needed new production, distribution and merchandising systems to satisfy the growing demand for affordable goods and services.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> As certain historians have noted, the supply-side 'industrial revolution’ was accompanied by a demand-side 'consumer revolution’.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-18" class="reference"><a href="#cite_note-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> </p> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Ford_Model_T_with_1917_New_Jersey_plates_(5794748557).jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/3/3c/Ford_Model_T_with_1917_New_Jersey_plates_%285794748557%29.jpg/220px-Ford_Model_T_with_1917_New_Jersey_plates_%285794748557%29.jpg" decoding="async" width="220" height="157" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/3/3c/Ford_Model_T_with_1917_New_Jersey_plates_%285794748557%29.jpg/330px-Ford_Model_T_with_1917_New_Jersey_plates_%285794748557%29.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/3/3c/Ford_Model_T_with_1917_New_Jersey_plates_%285794748557%29.jpg/440px-Ford_Model_T_with_1917_New_Jersey_plates_%285794748557%29.jpg 2x" data-file-width="1270" data-file-height="909" /></a><figcaption>Model-T Ford in 1919</figcaption></figure> <p>By the 17th century, raw materials, manufactured goods and foodstuffs were being transported around the globe. However, for mass market accessibility, effective domestic transportation and communication systems, such as the railways and the telegraph, were essential preconditions.<sup id="cite_ref-Paul_S._Boyer_2001,_p._466_7-1" class="reference"><a href="#cite_note-Paul_S._Boyer_2001,_p._466-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> Scholars point to the second half of the 19th century as a forming a 'revolution in distribution’ with innovations in transportation, storage and packaging enabling rapid, efficient movement of goods across vast distances.<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> Mass production techniques, facilitated by technological developments, enabled the production of low-cost, standardised products designed to appeal to a broad cross-section of the market.<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> By the 20th century, new distribution systems gradually supplanted the <a href="/wiki/Peddler" title="Peddler">peddlers</a>, <a href="/wiki/Hawker_(trade)" title="Hawker (trade)">hawkers</a> and small, independent retailers that had characterised pre-industrial supply channels.<sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> As the century progressed, improvements in the supply chain gave rise to a plethora of innovative mass market <a href="/wiki/Retail" title="Retail">retailers</a> – from <a href="/wiki/Department_store" title="Department store">department stores</a> through to <a href="/wiki/Franchising" title="Franchising">franchises</a> and <a href="/wiki/Chain_stores" class="mw-redirect" title="Chain stores">chain stores</a>.<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> Notable early examples of mass marketers include: </p> <ul><li><a href="/wiki/Kodak" title="Kodak">Kodak</a>: <a href="/wiki/George_Eastman" title="George Eastman">George Eastman</a>, who founded Kodak in 1888, revolutionised photography when he developed inexpensive, portable cameras and effectively created a mass market for amateur photographers<sup id="cite_ref-Paul_S._Boyer_2001,_p._466_7-2" class="reference"><a href="#cite_note-Paul_S._Boyer_2001,_p._466-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> To highlight the camera's ease of use, the campaign slogan promised, ““You press the button, we do the rest” (1888).<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup></li></ul> <p><br /> </p> <ul><li><a href="/wiki/Ford_Motor_Company" title="Ford Motor Company">Ford Motor Company</a>: <a href="/wiki/Henry_Ford" title="Henry Ford">Henry Ford</a> perfected the moving assembly line in order to produce a high-quality automobile (the model T) priced within the reach of a market of unprecedented size.<sup id="cite_ref-Melvyn_Dubofsky_2013,_p._495_25-0" class="reference"><a href="#cite_note-Melvyn_Dubofsky_2013,_p._495-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-26" class="reference"><a href="#cite_note-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup></li></ul> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Coca-Cola_1915_Contour_bottle.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/f/fc/Coca-Cola_1915_Contour_bottle.jpg/220px-Coca-Cola_1915_Contour_bottle.jpg" decoding="async" width="220" height="330" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/f/fc/Coca-Cola_1915_Contour_bottle.jpg/330px-Coca-Cola_1915_Contour_bottle.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/f/fc/Coca-Cola_1915_Contour_bottle.jpg/440px-Coca-Cola_1915_Contour_bottle.jpg 2x" data-file-width="600" data-file-height="900" /></a><figcaption>Coca-Cola bottle, 1915</figcaption></figure> <ul><li><a href="/wiki/Coca-Cola" title="Coca-Cola">Coca-Cola</a>: When <a href="/wiki/Asa_Candler" class="mw-redirect" title="Asa Candler">Asa Candler</a> purchased the Coca-Cola recipe in 1891, his strategy was to mass market the beverage across the US, by producing a single 6.5-ounce bottle in only one flavour. The company made a concerted effort to appeal to every segment of society, using a national distribution system via food retailers (as opposed to the drugstores used during the formative years).<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> At its peak, in the late 1980s, Coca-Cola commanded almost 70 percent market share<sup id="cite_ref-Amanda_Ciafone_2015,_p._397_9-1" class="reference"><a href="#cite_note-Amanda_Ciafone_2015,_p._397-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading2"><h2 id="Rise_and_fall_of_the_mass_market">Rise and fall of the mass market</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mass_market&action=edit&section=3" title="Edit section: Rise and fall of the mass market"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Mass_marketing" title="Mass marketing">Mass marketing</a></div> <p>The primary aim of mass marketing is to provide standardised products to the largest number of customers at minimum acceptable quality points and at lowest possible prices. To achieve this, companies design no-frills products, employ long production runs and rely on low margins and volume sales in order to maintain low unit costs.<sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> </p><p>In the mass market, players must compete with other high-volume producers. As a consequence, the product with the lowest price, given comparable acceptable quality, will enjoy a market advantage.<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> This tends to lead to a focus on prices which means that companies must relentlessly pursuit of cost savings across every aspect of business operations – simplified product design, streamlined supply chains and minimum tolerable service quality.<sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-31" class="reference"><a href="#cite_note-31"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup> </p><p>In developed nations, marketers regularly create a mass market for goods and services.<sup id="cite_ref-32" class="reference"><a href="#cite_note-32"><span class="cite-bracket">[</span>32<span class="cite-bracket">]</span></a></sup> For example, a sophisticated new product such as an MP3 player, might firstly target early adopters in upper income groups and subsequently simplify the offer and reduce prices in order to gain acceptance by a larger proportion of the potential market.<sup id="cite_ref-33" class="reference"><a href="#cite_note-33"><span class="cite-bracket">[</span>33<span class="cite-bracket">]</span></a></sup> </p> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Salt_workers_of_Marakkanam.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/2/2b/Salt_workers_of_Marakkanam.jpg/220px-Salt_workers_of_Marakkanam.jpg" decoding="async" width="220" height="146" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/2/2b/Salt_workers_of_Marakkanam.jpg/330px-Salt_workers_of_Marakkanam.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/2/2b/Salt_workers_of_Marakkanam.jpg/440px-Salt_workers_of_Marakkanam.jpg 2x" data-file-width="4253" data-file-height="2823" /></a><figcaption>Mass marketing is primarily used in commodity markets. Pictured salt workers of <a href="/wiki/Marakkanam" title="Marakkanam">Marakkanam</a>, India.</figcaption></figure> <p>In developed economies, mass marketing is becoming less common as an approach. However, it remains a vital part of marketing in developed economies well into the 21st century.<sup id="cite_ref-34" class="reference"><a href="#cite_note-34"><span class="cite-bracket">[</span>34<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Melvyn_Dubofsky_2013,_p._495_25-1" class="reference"><a href="#cite_note-Melvyn_Dubofsky_2013,_p._495-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> Mass marketing is primarily used in commodity markets (e.g., sugar, salt, fruit and vegetables, etc.); very small markets (where segmentation would result in segments too small to be profitable); for products and brands satisfying universal needs (e.g., pens, pencils, newspapers) and in less competitive markets.<sup id="cite_ref-Geoffrey_Paul_Lantos_2011,_pp_39-40_12-1" class="reference"><a href="#cite_note-Geoffrey_Paul_Lantos_2011,_pp_39-40-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> </p><p>As markets in the US and Europe have become increasingly fragmented, consumers are exhibiting a greater desire for choice, customisation and product differentiation. This has led to some companies, shifting away from serving a single mass market towards serving a number of smaller markets or <a href="/wiki/Market_segmentation" title="Market segmentation">segments</a>. However, the size of these segments remains relatively large. Multinationals such as <a href="/wiki/Campbell_Soup_Company" class="mw-redirect" title="Campbell Soup Company">Campbell's</a> and <a href="/wiki/Coca-Cola" title="Coca-Cola">Coca-Cola</a> enjoy enormous reach across global markets.<sup id="cite_ref-35" class="reference"><a href="#cite_note-35"><span class="cite-bracket">[</span>35<span class="cite-bracket">]</span></a></sup> Whereas, Coke, for example, was once only available in a single flavour and bottle size, it is now offered in multitude of different flavours, different sized bottles and with varying sugar- no-sugar options.<sup id="cite_ref-36" class="reference"><a href="#cite_note-36"><span class="cite-bracket">[</span>36<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-37" class="reference"><a href="#cite_note-37"><span class="cite-bracket">[</span>37<span class="cite-bracket">]</span></a></sup> </p> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Map_of_E7.svg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/0/0e/Map_of_E7.svg/220px-Map_of_E7.svg.png" decoding="async" width="220" height="113" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/0/0e/Map_of_E7.svg/330px-Map_of_E7.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/0/0e/Map_of_E7.svg/440px-Map_of_E7.svg.png 2x" data-file-width="660" data-file-height="340" /></a><figcaption>Map of E7 – major emerging markets</figcaption></figure> <p>As growth in <a href="/wiki/Developed_market" title="Developed market">developed markets</a> begins to slow, <a href="/wiki/Multinational_corporation" title="Multinational corporation">multinational corporations</a> are looking towards <a href="/wiki/Emerging_market" title="Emerging market">emerging markets</a> for new growth and <a href="/wiki/Economies_of_scale" title="Economies of scale">scale economies</a>.<sup id="cite_ref-38" class="reference"><a href="#cite_note-38"><span class="cite-bracket">[</span>38<span class="cite-bracket">]</span></a></sup> Markets in parts of <a href="/wiki/Asia" title="Asia">Asia</a>, <a href="/wiki/Africa" title="Africa">Africa</a>, <a href="/wiki/South_America" title="South America">South America</a> and <a href="/wiki/Eastern_Europe" title="Eastern Europe">Eastern Europe</a>, with their rapid population growth, youthful populations, growing economies, rising standards of living and emergent middle-class present companies with significant long-term opportunities.<sup id="cite_ref-39" class="reference"><a href="#cite_note-39"><span class="cite-bracket">[</span>39<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-David_Flores_2019,_p._230_40-0" class="reference"><a href="#cite_note-David_Flores_2019,_p._230-40"><span class="cite-bracket">[</span>40<span class="cite-bracket">]</span></a></sup> </p><p>For companies desirous of entering emerging markets, a key business decision is which of the two income segments to target – a small but wealthy elite (<a href="/wiki/Niche_market" title="Niche market">niche market</a>) or a large but relatively poor mass market.<sup id="cite_ref-hbr.org_41-0" class="reference"><a href="#cite_note-hbr.org-41"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-42" class="reference"><a href="#cite_note-42"><span class="cite-bracket">[</span>42<span class="cite-bracket">]</span></a></sup> The resources and capabilities required to compete in emerging economies are quite different to those used in developed markets.<sup id="cite_ref-43" class="reference"><a href="#cite_note-43"><span class="cite-bracket">[</span>43<span class="cite-bracket">]</span></a></sup> In particular, companies need extensive local knowledge, including a rich understanding of local distribution networks and a deep understanding of <a href="/wiki/Consumer_behaviour" title="Consumer behaviour">consumer purchasing habits</a>.<sup id="cite_ref-44" class="reference"><a href="#cite_note-44"><span class="cite-bracket">[</span>44<span class="cite-bracket">]</span></a></sup> </p> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Mercado_de_especias_(8513888150).jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/3/35/Mercado_de_especias_%288513888150%29.jpg/220px-Mercado_de_especias_%288513888150%29.jpg" decoding="async" width="220" height="143" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/3/35/Mercado_de_especias_%288513888150%29.jpg/330px-Mercado_de_especias_%288513888150%29.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/3/35/Mercado_de_especias_%288513888150%29.jpg/440px-Mercado_de_especias_%288513888150%29.jpg 2x" data-file-width="2212" data-file-height="1440" /></a><figcaption>In emerging economies, consumers have a preference for unbranded goods and local markets.</figcaption></figure> <p><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a> in emerging mass markets is quite unlike that observed elsewhere.<sup id="cite_ref-45" class="reference"><a href="#cite_note-45"><span class="cite-bracket">[</span>45<span class="cite-bracket">]</span></a></sup> Mass market needs revolve around basic necessities and functional products.<sup id="cite_ref-David_Flores_2019,_p._230_40-1" class="reference"><a href="#cite_note-David_Flores_2019,_p._230-40"><span class="cite-bracket">[</span>40<span class="cite-bracket">]</span></a></sup> Although regional differences are evident, some commonalities have been noted: consumers are extremely price-conscious; prefer unbranded goods, buy in smaller quantities, only buy sufficient amounts as required for immediate use and often exhibit a preference for local retail outlets where they can buy a single item, such as a bar of soap, from broken packs.<sup id="cite_ref-46" class="reference"><a href="#cite_note-46"><span class="cite-bracket">[</span>46<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-47" class="reference"><a href="#cite_note-47"><span class="cite-bracket">[</span>47<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-48" class="reference"><a href="#cite_note-48"><span class="cite-bracket">[</span>48<span class="cite-bracket">]</span></a></sup> </p> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Colgate_logo_red.svg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/4/4b/Colgate_logo_red.svg/220px-Colgate_logo_red.svg.png" decoding="async" width="220" height="56" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/4/4b/Colgate_logo_red.svg/330px-Colgate_logo_red.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/4/4b/Colgate_logo_red.svg/440px-Colgate_logo_red.svg.png 2x" data-file-width="1000" data-file-height="253" /></a><figcaption>Colgate-Palmolive is one of a number of companies that have successfully tapped into mass markets in emerging economies.</figcaption></figure> <p>Multinationals such as <a href="/wiki/Unilever" title="Unilever">Unilever</a> and <a href="/wiki/Colgate-Palmolive" title="Colgate-Palmolive">Colgate-Palmolive</a> have successfully tapped into emerging mass markets, while others have struggled. <a href="/wiki/Kellogg%27s" title="Kellogg's">Kellogg</a>'s foray into India failed to establish market acceptance for cereal as an alternative breakfast food.<sup id="cite_ref-49" class="reference"><a href="#cite_note-49"><span class="cite-bracket">[</span>49<span class="cite-bracket">]</span></a></sup> Unilever's laundry detergent, Ala, achieved market success in southern Brazil, but was unable to gain a foothold in the northeast, where women continue to wash laundry in streams and have a preference for bar soap.<sup id="cite_ref-hbr.org_41-1" class="reference"><a href="#cite_note-hbr.org-41"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-50" class="reference"><a href="#cite_note-50"><span class="cite-bracket">[</span>50<span class="cite-bracket">]</span></a></sup> In Paraguay, the telecommunications operator, Tigo, was initially reluctant to reduce the minimum recharge rate for phone cards. However, its sales volume tripled when it allowed users to recharge for just a few centavos. The company learned that customers were using the cards as a form of savings and also made calls at night when rates were lower, thereby boosting off peak usage volumes.<sup id="cite_ref-hbr.org_41-2" class="reference"><a href="#cite_note-hbr.org-41"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Mass_market_retailers">Mass market retailers</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mass_market&action=edit&section=4" title="Edit section: Mass market retailers"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Target_(2018).svg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/c/c7/Target_%282018%29.svg/220px-Target_%282018%29.svg.png" decoding="async" width="220" height="307" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/c/c7/Target_%282018%29.svg/330px-Target_%282018%29.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/c/c7/Target_%282018%29.svg/440px-Target_%282018%29.svg.png 2x" data-file-width="300" data-file-height="418" /></a><figcaption>Mass market retailer</figcaption></figure> <p>A mass-market retailer is an organization that reasonably sells enormous amounts of products that appeal to a wide assortment of buyers. Mass-market retailers are not really known for selling sturdy, top notch stock or for having uncommon client assistance, yet they do meet customers' needs a lot at sensible costs. Some examples of mass retailers are <a href="/wiki/Big-box_store" title="Big-box store">big-box stores</a> such as Target, Sam's Club, and Best Buy, as well as brands like Levi Strauss and Gap, and e-retailers like Amazon.<sup id="cite_ref-51" class="reference"><a href="#cite_note-51"><span class="cite-bracket">[</span>51<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading4"><h4 id="Mass_market_retailers_vs_luxury_retailers">Mass market retailers vs luxury retailers</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mass_market&action=edit&section=5" title="Edit section: Mass market retailers vs luxury retailers"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:SaksFifthAvenueA.svg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/f/fb/SaksFifthAvenueA.svg/220px-SaksFifthAvenueA.svg.png" decoding="async" width="220" height="165" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/f/fb/SaksFifthAvenueA.svg/330px-SaksFifthAvenueA.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/f/fb/SaksFifthAvenueA.svg/440px-SaksFifthAvenueA.svg.png 2x" data-file-width="153" data-file-height="115" /></a><figcaption>Luxury retailer</figcaption></figure> <p>In terms of mass market vs luxury retailers, luxury retailers sell their products to specific consumers. Their target market is for wealthy consumers who purchase upscale products frequently, products that tend to be unobtainable for the regular consumer. Some examples of luxury retailers include Barney's, Tiffany's, Saks & Fifth etc. </p> <div class="mw-heading mw-heading3"><h3 id="Mass_market_advantages">Mass market advantages</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mass_market&action=edit&section=6" title="Edit section: Mass market advantages"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li>Mass Marketing is the degree and cost-proficiency of advertising on a bigger scale compared to smaller business marketing systems.</li> <li>Increases brand awareness</li> <li>Power to control the market (scare future competitors away)</li></ul> <div class="mw-heading mw-heading3"><h3 id="Mass_market_disadvantages">Mass market disadvantages</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mass_market&action=edit&section=7" title="Edit section: Mass market disadvantages"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li>Will leave smaller companies more vulnerable</li> <li>Always changing consumer market</li></ul> <div class="mw-heading mw-heading2"><h2 id="Decline">Decline</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mass_market&action=edit&section=8" title="Edit section: Decline"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>“Technology has enabled consumers to skip over these mass-market models. Amazon and Google allow them to quickly and easily search out specific products that speak to them.”<sup id="cite_ref-:0_52-0" class="reference"><a href="#cite_note-:0-52"><span class="cite-bracket">[</span>52<span class="cite-bracket">]</span></a></sup> People are not associating or committing to a certain brand, rather, whatever is more convenient for them when looking at quality, price, and availability. </p><p>When looking at mass market, we can include television as a contributor. TV shows are made to appeal to whoever wants to tune in and to however many people that attention brings. There has been a significant fall off in the number of viewers that the biggest TV shows are pulling in as opposed to 25 or so years prior. This decrease is largely attributed to the presence of social media and self-published apps and streaming services like Netflix, Hulu, HBO, etc. "Oprah, at her height, had 48 million viewers <i>per week</i>. Now, the biggest daytime TV stars, like Ellen DeGeneres or Dr. Phil, draw less than one-tenth of that per week."<sup id="cite_ref-:0_52-1" class="reference"><a href="#cite_note-:0-52"><span class="cite-bracket">[</span>52<span class="cite-bracket">]</span></a></sup> Daytime television will never capture that big of an audience ever again based on the number of different options people have at their disposal today. This is one of the many instances where mass market is becoming obsolete. </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mass_market&action=edit&section=9" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Big-box_store" title="Big-box store">Big-box store</a></li> <li><a href="/wiki/Luxury_Retailers" class="mw-redirect" title="Luxury Retailers">Luxury Retailers</a></li> <li><a href="/wiki/Mass_behavior" class="mw-redirect" title="Mass behavior">Mass behavior</a></li> <li><a href="/wiki/Mass_customization" title="Mass customization">Mass customization</a></li> <li><a href="/wiki/Mass_consumption" class="mw-redirect" title="Mass consumption">Mass consumption</a> (aka "consumerism")</li> <li><a href="/wiki/Mass_marketing" title="Mass marketing">Mass marketing</a></li> <li><a href="/wiki/Mass_media" title="Mass media">Mass media</a></li> <li><a href="/wiki/Mass_merchandiser" class="mw-redirect" title="Mass merchandiser">Mass merchandiser</a></li> <li><a href="/wiki/Mass_movement_(politics)" class="mw-redirect" title="Mass movement (politics)">Mass movement</a></li> <li><a href="/wiki/Mass_production" title="Mass production">Mass production</a></li> <li><a href="/wiki/Commoner" title="Commoner">The masses</a></li> <li><a href="/wiki/Niche_market" title="Niche market">Niche market</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Mass_market&action=edit&section=10" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-1">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite class="citation news cs1"><a rel="nofollow" class="external text" href="https://www.forbes.com/sites/muhammadcohen/2018/03/01/macaus-casinos-have-been-relying-on-vips-but-the-mass-market-is-crucial-to-future-growth/#31ce6b611819">"Macau's Casinos Have Been Relying On VIPs, But The Mass Market Is Crucial To Future Growth"</a>. <i><a href="/wiki/Forbes" title="Forbes"> Forbes (magazine)</a></i>. 2018<span class="reference-accessdate">. Retrieved <span class="nowrap">30 March</span> 2018</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Forbes+%28magazine%29&rft.atitle=Macau%27s+Casinos+Have+Been+Relying+On+VIPs%2C+But+The+Mass+Market+Is+Crucial+To+Future+Growth&rft.date=2018&rft_id=https%3A%2F%2Fwww.forbes.com%2Fsites%2Fmuhammadcohen%2F2018%2F03%2F01%2Fmacaus-casinos-have-been-relying-on-vips-but-the-mass-market-is-crucial-to-future-growth%2F%2331ce6b611819&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMass+market" class="Z3988"></span></span> </li> <li id="cite_note-Niche_Market_2002-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-Niche_Market_2002_2-0">^</a></b></span> <span class="reference-text">“Niche Market.” <i>Business: The ultimate resource</i>. (2002). Cambridge, Massachusetts: Perseus Publications:1294.</span> </li> <li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="http://www.techopedia.com/definition/24119/shotgun-approach">"shotgun marketing |"</a>. <q>Undifferentiated audience</q></cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=shotgun+marketing+%26%23124%3B&rft_id=http%3A%2F%2Fwww.techopedia.com%2Fdefinition%2F24119%2Fshotgun-approach&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMass+market" class="Z3988"></span></span> </li> <li id="cite_note-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-4">^</a></b></span> <span class="reference-text">Geoffrey Tweedale, “A Machine on Evert Desk: The Development of the Mass Market in Computers”, in: R.S. 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