Pronunciation: [mˈas mˈɑːkɪtɪŋ] (IPA) 
The spelling of the phrase "mass marketing" reflects the pronunciation of each individual word. "Mass" is spelled with a double-S, indicating the sound /mæs/, while "marketing" uses a single-S to indicate the sound /ˈmɑːrkɪtɪŋ/. The emphasis is on the second syllable, marked by the symbol /ˈmɑː/. "Mass marketing" describes a marketing approach that targets a large, general population rather than a specific niche.
Mass marketing is a marketing strategy employed by businesses where they aim to reach a large and diverse audience with their products or services. It involves promoting and selling products or services to as many potential customers as possible, without focusing on specific market segments or individual customer preferences. In other words, mass marketing seeks to appeal to the widest possible market by offering standardized products and using a single marketing message to reach a broad range of consumers.
This strategy relies on the assumption that there are shared needs and desires among a large number of consumers, allowing businesses to achieve economies of scale and cost efficiencies through mass production and distribution. Mass marketing often employs traditional advertising methods such as television commercials, print advertisements, billboards, and radio spots to disseminate its message to a wide audience.
While it can lead to increased brand visibility and market penetration, mass marketing does not address the specific needs and preferences of individual customers. As a result, it may be less effective in markets with diverse consumer segments or where customers prioritize personalized experiences and targeted messaging. In recent years, the rise of digital marketing and the availability of consumer data have allowed businesses to adopt more targeted marketing approaches, making mass marketing less prevalent in many industries.
The word "mass" in mass marketing comes from the Latin word "massa", which means "lump" or "mass". It was originally used in English to refer to a large quantity or aggregate of something. The word "marketing" traces its origins to the Latin word "mercatus", which means "market". The term "marketing" itself emerged in the early 20th century to describe the processes and activities involved in promoting, selling, and distributing products or services. The combination of "mass" and "marketing" indicates the concept of reaching a large or mass audience with marketing efforts, targeting a broad customer base rather than specific individuals or niche markets.
