Mass market
[1][2] Traditionally, businesses reach out to the mass market with advertising messages through a variety of media including radio, TV, newspapers and the Web.
However, for mass market accessibility, effective domestic transportation and communication systems, such as the railways and the telegraph, were essential preconditions.
[7] Scholars point to the second half of the 19th century as a forming a 'revolution in distribution’ with innovations in transportation, storage and packaging enabling rapid, efficient movement of goods across vast distances.
[20] By the 20th century, new distribution systems gradually supplanted the peddlers, hawkers and small, independent retailers that had characterised pre-industrial supply channels.
The primary aim of mass marketing is to provide standardised products to the largest number of customers at minimum acceptable quality points and at lowest possible prices.
[29] This tends to lead to a focus on prices which means that companies must relentlessly pursuit of cost savings across every aspect of business operations – simplified product design, streamlined supply chains and minimum tolerable service quality.
[32] For example, a sophisticated new product such as an MP3 player, might firstly target early adopters in upper income groups and subsequently simplify the offer and reduce prices in order to gain acceptance by a larger proportion of the potential market.
[41][50] In Paraguay, the telecommunications operator, Tigo, was initially reluctant to reduce the minimum recharge rate for phone cards.
The company learned that customers were using the cards as a form of savings and also made calls at night when rates were lower, thereby boosting off peak usage volumes.
[41] A mass-market retailer is an organization that reasonably sells enormous amounts of products that appeal to a wide assortment of buyers.
Mass-market retailers are not really known for selling sturdy, top notch stock or for having uncommon client assistance, yet they do meet customers' needs a lot at sensible costs.
Some examples of mass retailers are big-box stores such as Target, Sam's Club, and Best Buy, as well as brands like Levi Strauss and Gap, and e-retailers like Amazon.
Amazon and Google allow them to quickly and easily search out specific products that speak to them.”[52] People are not associating or committing to a certain brand, rather, whatever is more convenient for them when looking at quality, price, and availability.
This decrease is largely attributed to the presence of social media and self-published apps and streaming services like Netflix, Hulu, HBO, etc.
"[52] Daytime television will never capture that big of an audience ever again based on the number of different options people have at their disposal today.
