Mass market

Mass market

The mass market is a general business term describing the largest group of consumers for a specified industry product. It is the opposite extreme of the term niche market.

General

The mass market is the group of consumers who occupy the overwhelming mass of a bell curve for common household products, i.e. they could be tagged as being "average". Yet, this group consists of such a wide variety of people, their desires towards a certain product may be totally different from each other. Often competition to supply the large market is fierce, but relatively easy to enter because of the mass amount of consumer park available.

Although similar sounding, the mass market is the most unwieldy to harness by mass marketing because of the sheer number of consumers and the myriad of needs. It is difficult to target each and every customer in the mass market, therefore, marketeers must divide the market into smaller groups with similar wants.


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  • mass market — noun The market for mass produced goods • • • Main Entry: ↑mass …   Useful english dictionary

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  • mass market — noun singular the people who buy goods that are produced in very large quantities …   Usage of the words and phrases in modern English

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