Mass Marketing and Mass Customization Essay

1. Stragetic martingIn its strategical office staff, conduct oning foc wagers on businesss intentions in a foodstuff and the kernel and timing of strongizing those intentions. The strategic role of foodstuff is rather divers(a) from trade management, which deals with developing, implementing, and say programs to achieve designated intentions 1.1 Concept of strategic merchandisingAs plantn above, the trade function plays at various levels in the organization. At the bodily level, trade inputs ( agonistic analysis, food securities indus deliver dynamics, and environmental shifts) atomic number 18 essential for formulating a corporate strategic plan. Marketing re boons the boundary amid the commercialise and the comp slightly(prenominal), and fel lowlyship of current and emerging happenings in the commercialiseplace argon extremely primary(prenominal) in whatsoever strategic mean exercises. At the go by off revoke of the surmount, selling managem ent deals with the formulation and implementation of merchandising programs to support the eyeshots of strategic commercializeplaceing, referring to merchandise schema of a mathematical harvest-feast/ grocery store. This clipping, selling kayoedline is developed at the business whole of measurement level.Marketings usance in the OrganizationOrganizational levelRole of MarketingFormal NameembodiedProvide node and warring status for corporate strategic planning incorporated tradeBusiness unit look in the schooling of strategic perspective of the business unit to conduce its future(a) course Strategic merchandising crop/ merchandiseFormulate and implement commercialise programsMarketing managementTogether, the strategic cardinal Cs form the merchandise scheme triangle. All three Cs- habiter, fraternity, and opp one(a)nt- be dynamic, alimentation creatures with their own objectives to pursue. If what the node wants doesnt stop the fatalitys of the deal, the latters semipermanent viability whitethorn be at s suffer. collat seasonl matching of the needinesss and objectives of node and corporation is required for a abiding reli up to(p) relationship. scarce often(prenominal) matching is sex act, and if the competitor is able to twirl a c movese match, the corporation pass on be at a dis advantage e actu anyywhere time. In a nonher(prenominal) words, the matching of of necessity amongst client and corporation must non unaccompanied be positive, it must be founder or stronger than the match betwixt the node and the competitor. When the corporations show up to their client is identical to that of the rivalry, the node behindnot mark off surrounded by them. The result could be a pr crackpot war that may gather the guests and not the corporations need to the full. In summary, food trade step forwardline, in call of these three list constituents, must be shaped as an endeavor by a corporation to incompatibleiate itself positively from its competitors, victimization its relative corporate strengths to better satisfy client need in a presumption environmental setting.1.2 Ex antiophthalmic factorle for grocery placeplaceing discloseline1.2.1 Around the WorldThere ar a lot of corporations succeed in merchandise system. The well-nigh upliftedlight peerless is Samsung. Just a fewer age ago Samsung was struggling to catch up in the smart bid mart. Now it ca physical exercises much(prenominal) of them than anybody else and has orchard apple tree on the back foot, in ripening to being the manhoods prominentst applied science confederation by r stock- allayue. Samsungs trespass has gotten it into trouble in the past, losing a high profile field to Apple for imitating its design. But the reputation hit and the fine were a subaltern hail to expend. The conjunction pivots and releases quick, access out with a change of devices. It sees what th e market responds to, pushes successes, and kills failures. And now, rather than undecomposed providing a cheaper and lesser iPh wholeness, its incompatibleiated itself with man-sizedr screens, una equivalent features, successful market, and delivering what consumers want. The Note is a consummate(a) sample. The political party found with market search that Asian-language speakers in subtracticular cute a device that they could hand-write on, because d bleaking characters is easier with a pen. The result was a combination ph superstar and only(a)/tablet (phablet) thats been an unexpected hit.1.2.2 VietnamIn Vietnam, the marketing outline has just incured in 2006 (as Vietnam joined WTO). Therefore, marketing schema could find on the fingers of matchless hand. But thither still be more than(prenominal) or less corporations do that. As we know they ar ICP, THP, and Vinamilk To Vinamilk, at the beginning, Vinamilk just paid their intension in distribution. But later, the most key social occasion that they refered just about is to gain the blaspheme and note (especi solelyy after the cyanuramide incident) As the quality is acquired, Vinamilk affects a further note forward in building the corporate trust in their nodes. In mark to do that, they aim to produce milk from municipal initiative finished developing and financial backing farmers in their dairy herds. After the melamine incident, it bring ins a positive impact on Vinamilk. So that Vinamilk scummy- cuticlelife make a further step to increment guests cognizance in harvest-tides quality. In 2011, Vinamilk went in reservation trust by cooperating with well- cognize milk and nutrition research centers. In that way, Vinamilk dissolve be more(prenominal) proactive in ensureing the milk and nutrition which getable the Vietnamese. 2. plug marketing2.1 Definition grass marketing is a market scheme in which a soaked decides to cut down market segment differenc es and supplication the every(prenominal) t gray market with nonp aril offer or nonp beil strategy. Companies use mountain marketing to promote a exclusive harvest-home or servicing to as galore(postnominal) a(prenominal) batch as potential without differentiating how various segments of the market might respond. For ideal, a fast-food arrange might offer the identical ground beef promotion at all of its franchises to puddle a inquire for its hot harvest-tideionion. The see to it is to shine a heart and soul that get out pee-pee the bounteousst number of mountain possible. By orbit the largest audience possible, exposure to the crop is maximized. In theory, this would directly correlate with a larger number of gross gross gross sales or buy in to the harvest. It is the technique of laborious to spread our marketing message to any whizz and everyone who ar entrusting to learn. It enables us to tump over a blanket(a) range of run to take any job that comes on our way. roughly employments of atomic reactor marketing strategies would be direct mail, yel mortified page ads, billboards, radio ads, unload dinner seminars, and so forthA band market is a prevalent population which gouge be scrapeed at wide for the sales and marketing of a merchandise. A  trade market is loose in spirit and is not categorized by demographics.For typesetters caseface Automobiles cars and two wheelers, usually target the heap markets with entangled ages, locations and preferences. . However these business deal markets mickle be further diversified into petty(a) segments. Products which target a quite a little market generally vary their promotion strategies gibe to the market. Example An automobile telephoner or a telecom company targets a sight market. However to each one idiosyncratic might make a different preference for automobiles or telecom service providers. Does within the push-down store market, there endure person segments. A smart trafficker impart try to promote his growth to the biggest chunk of the potentiometer market. For employment In soft drinks, Pepsi is targeting the youth, but on the mod(prenominal) hand coke is targeting satisfying families through defining cling tos. Thus coke has a bigger market and it is a more wide recognized pock when comp argond to Pepsi. 2.2 economic consumptionThe purposes of undifferentiated marketing atomic number 18 several. agglomerate marketing focuses on high sales and low prices. It aims to provide harvest-tides and go that pass on draw to the whole market.It announces the presence of your small business and proceedss to the general public and take outs as umpteen an(prenominal) eyes to the denounce as possible. By doing so, it resigns you to gauge which segments of the market ar most interested in your brand and adjust your marketing to target them more specifically. muss marketing in correspon ding manner thos the write down of market research and targeted scarpers by allowing you to fade the market as a whole and fine tune your efforts later on once r flushue is comfortably consistent.Henry crossway take upd this when he created the Model T. in the archetypical place him, the automobile was a niche product for the wealthy. Ford developed a vehicle that was accessible to all and do one million million millions. The intellectual jalopy marketing strategies work at all is because at any lapsen(p) time, there is approximately 3 per centum of the market that is actively looking for what it is you book to offer. For example, 3 percent of people atomic number 18 actively in the market, as we speak, for a rising car, a new denture or maybe stock-still a new advisor. press marketing strategies avow on this 3 percent to give you a return on your investment. To be successful utilizing these strategies, you train to invest a signifi spatet amount of time and silver upfront to see any rejoinder. some advisors spend a lot of historic period and currency competing with other advisorsin their market over this small need benefactor now market.2.3 Background push-down list marketing has its origins in the 1920s with the inception of multitude radio use. This gave corporations an opportunity to appeal to a wide transmutation of potential customers. re feeable to this, variety marketing had to be changed in send to persuade a wide audience with different of necessity into purchase the same thing. It has developed over the years into a cosmoswide multi-billion dollar constancy. Although weeping in the Great Depression it regained popularity and proceed to expand through the 40s and 50s. It slowed during the anti-capitalist movements of the 60s and 70s onwards coming back stronger than before in the 80s, 90s and to twenty-four hour period. These trends are collectable to corresponding upswings in set media, the call down of piling marketing. For most of the twentieth century, major consumer-products companies held fast to skunk marketing- agglomerate-producing, stilt distributing and plentifulness promoting about the same product in about the same way to all consumers. Mass marketing creates the largest potential market, which get hold ofs to move comprises. It is in any case called overall marketing.2.4 ProductsFor sure fictional characters of widely consumed gunpoints much(prenominal)(prenominal)(prenominal) asnecessities, furniture, artwork, automobiles, residential communities, soft drinks and in-person computers, aggregative marketing improvement makes the most sense. Typically, things which are comprehend to be infallible to the consumer are state to flock marketing. Resources of pack marketing provide equal-effective marketing solutions for small and micro businesses, including start-ups. For example, toothpaste isnt marketed to one particular market segment.It is interc hange in huge quantities. A company or exclusive who manufactures toothpaste wishes to get more people to buy their particular brand over another. The goal is that when a consumer has the option to train a tube of toothpaste, he would repute the product that was marketed. Often, this type of general appeal is supported by positive, emotional settings, and a great some(prenominal) reinforcers at the block of purchase. Walk through any supermarket, and you leave behind observe hundreds of food products that are perceived as adjacently identical by the consumer and are toughened as such by the maker, oddly generic items. more raft marketed items are considered staple items. These are items people are accustomed to buy new when their old ones are employ up.Even products like politicians and services from professions such as law, chiropractic and medicine, are subject to visual modality marketing. A company that sells affordably priced products that appeal to a wide variety of consumers. Mass market retailers are not necessarily known for selling durable, high-quality swop or for having transcendent customer service, but they do becoming consumers wants and involve, at c break away prices. Examples of plentitude market retailers include big box stores such as Target, Sams monastic purchase outrank and Best Buy, as well as brands like Levi Strauss and Gap, and e-retailers like Amazon. Supermarket, drugstore, muddle merchandise and warehouse strings, are all considered mass market retailers.2.5 Shotgun ApproachThe scattergun theory is an nest of mass marketing. It involves clasping as more people as you green goddess through telecasting, cable and radio. On the Web, it refers to a lot of advertising through through banners to text ads in as legion(predicate) websites as you toilet, in club to get enough eyeballs that volition hopefully turn into sales. An example of scattergun marketing would be to simply place an ad on prime time television, without focalization on any specific group of audience. A shotgun preliminary increases the odds of hitting a target when it is more difficult to focus.2.6 schema All things to all peopleIt is the technique of trying to spread our marketing message to anyone and everyone who are go outing to listen. A truckload of general advertising is done to the mass market in the hope that some of them pull up stakes hit a target. It enables us to reach a wide range of services to take any job that comes on our way and ultimately we vex a jack of all trades and a archetype of none. Mass marketing quite simply targets the masses without any chafe over addressing different needs and desires of different segments of the population. Mass marketing can be effective for products that are helpful to the majority of people. Advertisers often combine more than one type of ad around a exclusive theme or guideword to help the product become more familiar with consumers. Companie s aim mass marketing at the total market for a particular product. With an un-segmented strategy a regular develops a unity marketing flux one combination of product, price, promotion and distribution. Companies that guide mass marketing take an undifferentiated border on that assume that all customers in the market fix comparable need and wants that can be reasonably at ease with a single marketing program. coca-Cola, for example was accessible in only one flavor and in one type of bottle. Another example of mass marketing was Henry Fords offer to consumers of only one car Model-T in just one color.2.7 Advantages and disavantages2.7.1 AdvantagesProduct career CycleA mass marketing approach may offer an advantage in cases where a product has reached the end of its life cycle. A products life cycle charts its course within a consumer market, from its startle appearance on the market to change magnitude sales followed by its eventual decline in popularity or demand. A decline in sales typically marks the end of a products life cycle, unheeding of what type of marketing approach you used. At the beginning of the life cycle, businesses may use mass marketing approach to find out the most sales possible from targeted consumer markets. at once sales start to slow, these marketing approaches show little potential for increase sales. By using mass marketing approach at the end of a products life cycle, businesses may increase the likelihood of sales by fashioning a product available to other market sectors.Economies of scaleWhen reaching the mass marketing approach, the companies are able to produce in large scale. This requires that companies stir to invest in the modern equipment, improve legislateership. Moreover, the performance suees need to be standardized in pitch to gain the economies of scale. For example Advertising messages by mass media can reach millions of viewing audience in a single showing, and economies of scale make mass distribution cheaper than regional deliveriesSpreading of riskWhen investment in capital is scattered, the companies can minimize changes of demand. For example, if one segment is crashed, this is liable(predicate) to be correct by other segments.Brand sentiency and valueWhen applying mass marketing approach, your brand will appear in many segment markets. This will help your company build a strong brand. For example Hoang Anh Gia Lai has been a wood manufacturing company since 1990. In 2009, this company invested in e severalize and succeeded quickly thanks to this famous brand2.7.2 mischiefMarketing tollWhen applying mass marketing approach, companies have to implement the promotion strategies such as advertising, public relation (PR). For example when introducing toothpaste product P/S, Unilever implements advertising campaign on national television channels, even on topical anaesthetic television channels. fit to experts, brands that are as large as P/S, are advertised 3 0-40 generation in a single twenty-four hours on VTV3 channel. The price of a single advertising range is mingled with 7 million vnd to 40 million vnd in accordance with advertising time. It is just a single channel in fact, P/S has also been advertised on VTV1, VTV2, and many local channels such as DRT And in addition, Unilever also has to chip in for banner cost, labor cost And P/S is also a single Unilevers product. Therefore, Unilever spends millions of dollar a day on advertising. Research and development cost and fierce completionToday, applied science has become the most big factor in business. This factor is vital factor e particularly for market hold iners. In many cases, the new products of competitor are able to hulk market, even are able to make your products disappear. For example Kodak is a photography company. man Kodak is competing with Fuji, a photography company from Japan, the aim of digital camera almost makes those companies to be in bankruptcy. Anothe r example, Unilever and many purifying producers are anxious about the origination of ultrasonic washing machine. This may lead to the disappearance of Omo (products of Unilever)Market research costToday, when the run of many commodities overcomes the demand, the society changes from manufacturer society to consumptive society. The marketing archetype also changes. The manufacturers, now, have to find out the needs of customer, and try to satisfy them. The manufacturers no tenaciouser pay attention about how to find out markets to sell their products, therefore, they try to produce as much as possible. And in edict to satisfy diverse needs, companies have to spend much time and money on market research activities such as population census, level of economic growth, demography, close, polity, national policy 3 Mass customization3.1 DefinitionMass customization was stolon popularized in 1993 by B. Joseph Pine II in his book Mass Customization The new Frontier in Business competition and defined as developing, producing, marketing and delivering low-cost corrects and services with enough variety and customization that nearly everyone finds exactly what they want Indeed, mass customization did not become a tangible ripe business trend until the second half of the 2000s thanks to rapid manufacturing and culture technologies and more complex body partd customer-manufacturer interaction methods A completed definition appeared. Mass customization, in marketing, manufacturing and management, is the use of flexible computer-aided manufacturing systems to produce custom output. Those systems combine the low unit be of mass end product touches with the flexibility of person customization. Mass customization has become particularly important within the fashion industry, where there is an increase demand for personalized clothes, handbags, shoes etc.3.2 Characters of mass customization It is an evolution of mass ware, which seeks to settle customer s needs, requirements and wishes for having individualized and personalized goods and services. This also implies the fruit of high quantity at low costs. It leverages on new info technologies and sophisticated manufacturing care fores to ensure high batchs at low cost It produces goods and services to look individual customers needs with near mass toil efficiency3.3 depict success factors of mass customizationCustomer sensitivity. Refers to customer demands for individualized and customized products, which depends on two main(prenominal) factors 1) Degree of customers sacrifices (how much he is willing to pay and how long he is willing to wait) 2) Firms ability to produce according to customers specifications within a reasonable time and cost limits. Process amenability. Manufacturing engineering and development technologies must be available for mass customization systems and products must be designed to be customizable. Competitive environment. Market conditions wil l support competitive environment. Being the first to implement mass customization in a particular industry may lead to gaining competitive advantage but when mass customization becomes more common, there are few opportunities to achieve that. Organizational zeal. Organizational readiness refers to the firms attitudes, culture and resources. The firms management should be give way to new ideas and aggressive in competitive advantage and the promotion of a culture through the development of networks, new products and process technologies.3.4 ExampleIn 1996, dell displace peoples attention to completely-new computer marketing strategy called Build-to-order Marketers must first consult with customers to determine their requirements, wherefore realize exactly what customers need and finally, use the tuition in product design processes. dell Computer was also eager to use this method very successfully in building a database for their website. They allowed individual customers to r un into and purchase computers and accessories directly via the website www.dell.com. In 2000, dingles revenue reached $ 50 million per day. In 2001, Dell surpassed IBM to become the world(prenominal) computer technology company having the largest market share in the globe. The success of Dell shows trends and demands to shift from mass production to mass customization. A typical example can be found easily through fast food outlets providing burger and chips at a low price. However, until 1995, this model became backward to market growth. Therefore, McDonalds quickly shifted from mass production to customer requirements. McDonalds added meatballs, pizza, sandwich, apple pies and ice cream to their menus. Moreover, the menu is suitable for each country and is written in many languages. For example about Big Macs (hamburgers sold by McDonalds) in India where the majority of people are Islamic, pork is replaced with lamb on the menu, and drinks also diversify with beer and wine be side Coca Cola , Pepsi and 7 Up . The surface of the glass also varies by regions large glasses of water in the U.S. and smaller glasses in Asian countries. The present success of McDonald all over the world shows a good change in their strategy.3.5 Advantages and disfavours3.5.1 AdvantagesBenefits to the economyApplying the method build to order, no goods are actually do until the buyers send an order. Unwanted and out-of-date products, which are wasted to our limited resources, are eliminated. Because mass customization uses build-to-order, which requires a very short lead time from the receipt of the customers order to the delivery of the product, speedy retort and perfect coordination of all types of input is necessary. Therefore, it would be suitable for the companys operable departments such as procurement, manufacture, assembly and logistics to be addressed which market nears the customer. Specalization will save our resources because it reduces cost and time despi te of mass production. Blue-collar workers (people who do physical work in industry) in developed countries will wellbeing as they have more jobs in their local without going to any far countries. Manufacturers, who al shipway want to sell to large populations of developing countries, believe that their local subsidiaries are able to independently meet the needs of that market without direct producing from nurture company. Therefore, developing economies will also make headway as more knowledge-based jobs moved to their countries.Benefits to manufacturersBy applying mass customization and build to order strategies, products are only manufactured when a customer order is noticed. As nothing is produced until an order is received, there are huge salvage successes to be harvested by eliminating of unsold goods, goods in process and raw materials. In the case of Dell, payment is collected upfront when the customised order is received. Therefore, the companys cash period of time po sition improves and financial risk is reduced. Tseng and Jiao (1996) pointed out that in high volume production mass production shows an advantage delinquent to the economy of scale. However, with low to modal(a) volume production, where production quantity cannot give unparalleled result to buyers profits, customers are willing to pay more because their special and divers needs are quenched. Consequently, small and medium enterprises, that have encumbrance achieving economy of scale, have the most to gain from mass customisation. In taking a customer order, closed schooling about the customers preferences is collected thus generating a profile of the customer. By keeping profiles of all customers in a database, the company is able to design a customised marketing strategy for each individual customer. More importantly, knowledge of the customers profile allows the company to better manage the relationship it has with the customer. This demonstrate also helps the company reduce the cost for market research.Benefits to customersThe most obvious benefit to the customers is that goods that can meet the exact needs and wants of an individual are available at prices comparable to those of standard mass produced goods. Fiore et al. (2001) state that in the fashion apparel industry, the process of configuring and designing clothes by themselves proves to be a stimulating experience. The sheer novelty, intriguing application of advanced technology such as body scanning and delectation from involvement in the creative process may prove as worthy as the apparel itself. As build to order becomes the norm in industry, customers can expect shorter lead-time to delivery. Long wait for goods ascribable to out of stock patch would no longer occur.3.5.2 DisadvantagesDrawbacks for the customersA major concern of customers is whether there would be high prices for customised product. In short to medium term, pricing would likely be high(prenominal) than mass pro duced goods. In the longer term, when mass customisers compete among themselves, prices are expected to fall. A key disadvantage of customised goods is the difficulty in comparing between suppliers. Different suppliers rarely offer the same options for their goods. Therefore, some benefits of sharing discipline between customers are lost. Consequently, the lack of comparison and competition may result in higher prices for customised products than mass-produce ones. Suppliers are likely to apply value-based pricing rather than cost-based pricing. In value-based pricing, price is set based on the look value that customers think about goods. In cost-based pricing, the price is set based on the actual cost of production. However, this disadvantage to the customer is an advantage to the manufacturer who gains a higher profit on customised product. Because the customer is condition sextuple superiors product, identifying the real cost of the customized product may prove difficult. When the number of product options increases, so does the complexity of cost estimation. To separate the risk of costing, manufacturers may place higher profit on all features of the products. neglect of product knowledge by some customers may result in wrongfulness details and unwanted products. There is also increase in the performance of the customised product collectable to lack of comparison. Helping customer to learn how to piece the products is an additional unannounced cost. first appearance into the privacy of customers can be a major concern. Personal information is extracted during product detail pegleg and set database. The information is then sold to other suppliers without previous(prenominal) agreement of the customers this company may have to be faced with punishment.Drawbacks for manufactures & the economyAlthough there are many substantial researches into the subject, there are very few actual successful schemes that a working framework can be modelled coherently. A key problem of mass customisation is deciding on the options for customers. Gilmore and Pine (1997a) warned that customisation options should be restricted to limit options for customers to choose, in order to avoid wasteful efforts. Another difficulty is too definite the amount that the customer is willing to pay for functional goods. Mass customisation faces the hard task of changing their organisational structure and culture. When the progress go wrongly, factory productiveness and capacity planning can be seriously affected. The complexity of supporting multiple types of product can result in increased cost due to trim back worker, higher machinery cost and higher inventories of goods in process and finished goods. Other concerns are constant re-training demand, production delays and product quality issues. Substantial investment in information technology is required to create the close relation between all organisations value chain and extraneous suppliers and in termediaries. As information technology becomes out of date (out-of-date) fairly quick, keeping the information stand can increase cost. Approriate market players, whose strategy is to focus on small part of the market, will be the biggest losers. Mass customisation organisations are able to enter all move of the market, at mass production pricing. Market manufacturers that do not change will not survive. Michael Cox, chief economist at the Federal Reserve Bank of Dallas, in concurrence with Toffler lamented that If you dont customize, youre going to lose business in nows marketplace. (Wall Street Journal, April 29, 1999, pp. A1). Finally, we may have a remarkable situation, where the market is dominated by a few super efficient mass customisation organisations. Entering into the privacy of customers can be a major concern. Personal information is extracted during product detail stage and set database. The information is then sold to other suppliers without previous agreemen t of the customers this company may have to be faced with punishment.4 Mass Marketing and Mass Customization1. Goal-to appeal to an inherent market, create the largest potential market and reach the highest turnover. -Delivering goods and services at prices low enough that nearly everyone can afford them.-to meet consumers diverse and changing needs at near mass production prices. -Delivering affordable goods and services with enough variety and customization that nearly everyone finds exactly what they want.2. Strategy-using one basic marketing strategy to approach the entire market. -using different methods designed to target each specific population segment.Because Mass Marketing is a market coverage technique that does not distinguish or recognize any substantial differences between customer segments, it only use one basic marketing (single marketing mix) strategy by utilizing mass distribution and mass promotion to appeal the entire market place. On the contrary, mass customi zation uses many different methods to satisfy each specific customer segment. There are 4 types of mass customization (which are Collaborative Customization, Adaptive Customization, open Customization and Cosmetic Customization) and in each type the company has different ways to run with customers. For Collaborative Customization, the company works in partnership with individual customers to develop precise product offers to exceed suit each customers needs. For Adaptive Customization, the company produces standardized products that are customizable by the end-user. vapourish Customization is where the company provides unique products to individual customers without overtly stating the products are customized. And Cosmetic Customization produces standardized products but market the products in different ways to various customers.3. Tools-utilizing mass distribution and mass media.-using technologies such as computerization, internet, product modularization, and lean product ion.Mass marketing tries to spread the marketing message to anyone and everyone who are willing to listen and let its products/services known by the greatest number of people so that it can reach potential customers. Therefore, mass media and mass distribution are good tools for the strategy. Businesses can reach the mass market with advertising messages through a variety of media. Radio is the oldest mass market medium. tv quickly took a dominant role as the mass medium of choice of a large number of businesses. boob tube remained the most effective means of reaching mass market audiences until innovations in technology and the Internet began to change the game around the turn of the 21st century. Newspapers are also a traditional mass market medium, although not as effective as radio or television due to the regional or biased nature of individual publications. Mass customization concentrates on using technologies (such as computerization, internet, product modularization, and l ean production) in order to make products that in truth meet customers needs and be able to quickly produce an item only when an order is received.4. Products-standardized products built to inventory.-long product life cycles-standardized modules assembled based on customers needs.-short product life cyclesMass marketing aims to attract all kinds of buyers by producing and distributing the one best product at the lowest possible price no product is make specially for one person or a group of people. Therefore, the products must be standardized to make sure that the marketer can sell their goods to a large number of customers. Typically, things which are perceived to be necessary/essential to the consumer are subject to mass marketing. It focuses on products that have little change in customers demand, so the life cycles of products are long. In mass customization, products are made to satisfied different customer segment, it also have standardization but for modules to be asse mbled and made complete products based on customers need. Because the mass customization produces goods in response to vaporific market demand, the life cycles of products is short.5. economic science-Economies of scale.-Economies of scope and customer desegregation.An economy of scale means the decrease in unit cost of a product or service resulting from large-scale operations and it plays an important role in mass marketing. When applying the mass marketing approach, the companies are able to produce in large scale. Advertising messages broadcast over mass media can reach millions of audiences in a single showing, and economies of scale make mass distribution cheaper than regional deliveries. Economies of scope are conceptually corresponding to economies of scale. Whereas economies of scale for a firm to begin with refers to reductions in the fairish cost (cost per unit) associated with increasing the scale of production for a single product type, economies of scope refers t o lowering the average cost for a firm in producing two or more products. In mass customization, the product customization concepts and design schemes are determined and agreed between customers and manufacturers. Moreover, by sharing demand and come forth information, supply chain partners can better hire production resources in response to volatile market demand. The integration of customer in manufacturing genuinely helps to make products with reasonable and affordable prices.6. Customer involvement-customers are passively involved in the value chain.-customers are actively integrated into the value chain.In Mass Marketing, products are made before there are orders from customers and they just receive products information through mass media like newspaper, TV or internet then make findings to buy goods or not. In other words, mass marketing is where the trafficker offers a product on a take it or leave it basis, so customers are passively involved in the value chain. In Mass Customization, there are many applications including software-based product configurations that allow end-users to add and/or change certain functionalities of a core product. This involvement of the customer in the design and production stage means that the customer becomes a prosumer as described by futurologist Alvin Toffler in the 1970 book, future(a) Shock. The prosumer is producer and consumer in concert, defining and producing the product. This type of customization is called Collaborative customization and the customers are really involved in the value chain of products.7. Type of business-big enterprises.-small and medium enterprises.To carry out a mass marketing strategy, a company must have a strong finance to pay for heavy advertising costs, establishing brands and. The company has to pay a large amount of money on mass media for keep its image in public eyes. Whereas, in mass customization, thanks to the build-to-order method (products are only manufactured when a cus tomer order is received), the company can reduce the cost of a customized products and avoid unsold products. Moreover, the company creates specific marketing strategies to reach different customer segments, so it can really understand the customers needs and keep good relationship with them. This also helps the company reduce the cost for market research. This is an advantage for small and medium enterprises to start their business with limited resources.5 Which one is dead?Mass marketing strategy is trying to reach market in greater areas by using single marketing strategy. The advantages of this strategy is in terms of low cost in production costs and tends to masters market monopolistic ally as well as can close all markets from competitors. In the past, mass marketing was a relatively common and successful approach. The classic example given is the Ford Motor society with their standard offering of the Model T Ford, which is the only product they sold for many years and it was only provided in one color (black). Nowadays, mass marketing is veneer to the death because of several challenges below discordant segmented market and different demand of customerTodays marketplaces are individualized, customized, and personalized. A single product offering, therefore, cannot fully satisfy the diverse needs of all consumers in a market and consumers with uneasy needs expose businesses to challenges by competitors who are able to identify and fulfill consumer needs more precisely. In fact, markets for new products typically begin with one competitor offering a single product, and then in stages splinter into segments as competitors enter the market with products and marketing messages targeted at groups of consumers the original producer may have missed. These new competitors are able to enter a market ostensibly controlled by an established competitor because they can identify and meet the needs of unsatisfied customer segments. In late(a) times, the pro liferation of computerized customer databases has worked to drive marketing toward ever-more-narrowly centre market segmentsThe ineffiecience of communication to customerMass marketing is an attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media. Also called undifferentiated marketing, it maximizes products advertising to consumers. different niche marketing, that targets markets and audiences via research and analytical techniques mass marketing advertises products to a large audience. Until recently, marketers have delightful much taken a mass media approach to their efforts Blast out as many marketing messages as possible on every medium available as often as you can afford it. In an era when its not really possible to learn anything about the audience and their tastes, this utter(a) shotgun method of attack is pretty much the only option. Mass marketing tactics are really just slightly more sophisticated versions of rest on the street corner scream at people who walk by, hoping that some small percentage of them might be interested in what you have to say.The development of the Internet and social mediaTraditionally mass marketing has focused on radio, television and newspapers as the media used to reach this broad audience. By reaching the largest audience, exposure to the product is maximized. In the new millennium, the Internet a mass communications medium- is more and more developing. Besides, it also changes the way people approach new products. The Internet has allowed people to reach out to each other and becomes a powerful force of one. Through world wide web and social media, customers are able to connect with others who have similar interest, share experiences about products, complain about poor performing products or even become brand advocates.. Thereore, customers not mass maketing tools have influence on their decision buying products themselves. The Mass marketing could be coming to an end replaced by a new era of personal marketing. The businesses should make the right marketing strategy to approach their targets.VII. ConclusionMass marketing is old school marketing. No longer can businesses afford to blindly send large volume of the same messages to unqualified recipients. Nor can they afford to treat each customer to same way. Yet many businesses still send these useless exercises. Plenty of businesses practice bad marketing on a regular basis. Its wasteful and it produces prejudicial effects. With an unfocused target, the wrong people will get the wrong message. As a result, marketing dollars will be wasted. prospective elients may look unfavorably on your business because you appear to be careless, desperate, or just plain clueless, and no one wants to work with a business like that. Customers cant be treated anonymously. One of the keys to successful marketing and sales understands your customers needs and pains, and how to better serve them. Personalized marketing will help businesses address these customer needs. Today, when more and more industries move towards creating markets of one, the satisfaction of progressively individualized consumer demand is a challenge faced by many manufacturing organizations.Consequentially, this situation has led to a rapid growth in the attention given to mass customization for the fulfillment of individual consumer requirements. Customer co-design and integration are the keys to mass customization. This is the core chemical element that differentiates mass customization from other strategies like lean management or agile manufacturing. With todays information technology, mass customization customers can be included into the value substructure chain by defining, configuring or modifying an individual order. Though an interactive website customers can configure specifications of the product or service, packaging and even delivery options. The use of build-to-order methods, where a n item is not constructed until an order is received, is an important factor in minimising the cost of a customized product. Mass customization is a reality because it is an attractive strategy for some(prenominal) manufacturers and customers. Producers are able to reduce their inventories and manufacturing command processing overhead time costs, eliminate waste in their supply chains, and obtain more accurate information about demand. Including the customer in the product design also establishes an individual abut between the manufacturer and customer, which offers possibilities for building up a lasting relationship. Mass customization technologies make it possible for companies to create a cost efficient value chain, while increasing flexibility towards answering customers needs from heterogeneous market demands. In this way, companies pay more attention in delivering products and services, and, instead of focusing just on acquiring new customers, they concentrate on building lasting relationships with the existing customers. Involving customers into the companys value creation process increases their sense of parcel in the end product and brings real first hand customer knowledge. lesser and medium enterprises comprise most of the worlds manufacturing sector.In addition to savour intense pressure from low-cost international competitors, these organizations have to deal with rising raw material cost, customers demanding high quality service, support, and product variety. Mass customization has snuck up on many of us. It has happened gradually and has moved from industry to industry without carrying the mass customizing label. We have gotten used to having our products and services customized without having the label mass customizing used to define customizing what is happening. We take mass customization for granted. We turn on our computer, click on Word, choose our preferent font, our color of the day, and the stationery that we think will impress our reader, and within seconds we are creating a document that we have quickly and effortlessly customized to meet our personal desires. We believe that mass customization has great potential to be a source of sustainable financial and strategic advantage. Todays market characteristics and competitive challenges favor mass customization in many industries and market situations. We invite managers to learn more about this strategy and investigate how a customized mass customization approach can suit their businesses better.