Target Marketing & Mass Marketing

A marketing strategy that specifies particular target customers is called ‘target marketing’ to distinguish it from ‘mass marketing.” Target marketing says that a marketing mix is tailored to fit some specific target customers. In contrast, mass marketing—the typical production-oriented approach—vaguely aims at “everyone” with the same marketing mix. Mass marketing assumes that everyone is the same—and considers everyone a potential customer. It may help to think of target marketing as the “rifle approach” and mass marketing as the “shotgun approach.”

Commonly used terms can be confusing. The term mass marketing and mass marketers do not mean the same thing. Far from it, mass marketing means trying to sell to “everyone.” Mass marketers aim at clearly defined target markets. The confusion with mass marketing occurs because their target markets usually are large and spread out.

Target marketing is not limited to small market segments—only to fairly homogeneous ones. A very large market—even what is sometimes called the “mass market” –may be fairly homogeneous, and a target marketer will deliberately aim at it.

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