Business – 3.1 The nature of marketing – Mass and niche marketing | e-Consult
3.1 The nature of marketing – Mass and niche marketing (1 questions)
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While mass marketing offers scale, it also presents significant drawbacks:
- Lack of differentiation: A single message may not resonate with diverse consumer segments, leading to weaker customer loyalty compared with more targeted approaches.
- Higher risk of market saturation: Broad campaigns can quickly reach a point of diminishing returns, especially when competitors flood the same media channels, increasing advertising costs without proportional sales growth.
These disadvantages can erode profit margins and limit a firm’s ability to adapt to niche consumer preferences.