Topics in Marketing

Target Market versus Mass Marketing

Target marketing is when a marketer decides to break down the entire potential customers into smaller more homogeneous segments. The marketer usually divides the segments in geography, demographic characteristics, psychographic characteristics, and behaviorists. By doing so, the marketer can adjust the marketing mix strategies to help meet the needs of the customers better than their competitor’s. The Corvette is an example of a brand that targets specifically educated males between the ages of 45 and 60 with larger disposable incomes.

Mass Marketing might be employed by Coca Cola in which they try to sell the same product to a large mass of people with very little adjustments to the marketing mix. Evidence of this is when you see Coca-Cola commercials on TV with polar bears. This is meant to appeal to several segments of the market.

Where does Social Media belong in the Marketing Mix?





  1. Personal Selling
  2. Sales and Trade Promotions
  3. Advertising
  4. Public Relations/ Publicity
  5. Social Media Marketing

Social Media Marketing has replaced direct marketing as one of the elements of the Promotional Mix. But a marketer cannot directly categorize Social Media as a function all by itself. Social Media Marketing must be interwoven with the other elements in the Promotional Mix and create an Integrated Marketing Communications – where all outward communications by a company communicates one unified message.

Publix Super Markets (since 1930) has marketed themselves into the communities of Florida, Georgia, Alabama, and now Tennessee. They are not the largest grocery store in the nation but one of the most respected. In 2000, competitors Albertson’s and Winn-Dixie entered the southeastern market stealing some market share from Publix. However, Publix concentrated on customer service, clean stores, and quality products and slowly Albertson’s and Winn Dixie closed their doors.

Publix’s biggest competitors today come more from discount stores like Wal Mart and Target. Target and Wal Mart’s massive buying power affords them the opportunity to offer lower prices and gain a competitive advantage.

A much smaller competitor of Publix is the local Hispanic grocery stores called Bravo. Bravo sells items specifically to the Hispanic market. Bravo’s efforts must be working because Publix has opened their own Hispanic grocery store called “Sabor”.

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