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Rock Street, San Francisco

MARKETING MANAGEMENT
ANGGLEN JAKUS – BB16160903
NURHAFIMAH BT ABDUL – BB16160901
NOOR SHAHIERA BT SAING – BB16160882
NORHAIME BT LINGAM – BB16110688
SITI NUR ATIKAH BT TALIB – BB16160880
SRI WIDAYU BT MUHAMMAD – BB16160884
MESSLIYANAH BT PIBURUS – BB16110690
FONG LEE JIN – BB16110288
Is mass marketing dead or it is still a viable strategy to marketers? Justify.

Mass marketing is the concept that consumers will favour products that are available and highly affordable. Now a days, Product variety and target marketing originated from the mass marketing based on organizational resources and sound financial position to capture whole market. Critics demonstrated that Customers change their need, want and demand based on changing taste overtime. Marketers also change their strategy to make sure more and more create customer value through those marketing attitude. Mass marketing is still useful philosophy in two types of following situation:
1. At the first that demand of the product exceeds the supply. In this context, management can increase production.
2. Secondly, product cost is too high. At that stage, improvement production is needed to bring it down. To control the whole market with effectively and efficiently, marketers should certitude resources and finance.
Thus, therefore, management can make a decision whether they may follow mass marketing or not. Finally, mass marketing may actively follow or not based on companies overall position.

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We believe that mass marketing is dead theoretically. In practically, by measuring mass marketing weight with other concept, we should recognize that mass marketing is even not come very close to dead.

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