Providing information about business issues

Main article: Mass marketing
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. To achieve this, companies design no-frills products, employ long production runs and rely on low margins and volume sales in order to maintain low unit costs.^[28]
In the mass market, players must compete with other high-volume producers. As a consequence, the product with the lowest price, given comparable acceptable quality, will enjoy a market advantage.^[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.^[30][31]
In developed nations, marketers regularly create a mass market for goods and services.^[32] For example, a sophisticated new product such as an MP3 player, might firstly tearget 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.^[33]

Mass marketing is primarily used in commodity markets. Pictured salt workers of Marakkanam, India
In developed economies, mass marketing is becoming less common as an approach. However, it remains a vital part of marketing in developed economies well into the 21st century.^[34][25] Mass marketing is primarily used in commodity markets (e.g., sugar, salt, fruit and vegetables, etc.); very small markets (where segmentation would result in segments too small to be profitable); for products and brands satisfying universal needs (e.g., pens, pencils, newspapers) and in less competitive markets.^[12]
As markets in the US and Europe have become increasingly fragmented, consumers are exhibiting a greater desire for choice, customisation and product differentiation. This has led to some companies, shifting away from serving a single mass market towards serving a number of smaller markets or segments. However, the size of these segments remains relatively large. Multinationals such as Campbell's and Coca-Cola enjoy enormous reach across global markets.^[35] Whereas, Coke, for example, was once only available in a single flavour and bottle size, it is now offered in multitude of different flavours, different sized bottles and with varying sugar- no-sugar options.^[36][37]

Map of E7 – major emerging markets
As growth in developed markets begins to slow, multinational corporations are looking towards emerging markets for new growth and scale economies.^[38] Markets in parts of Asia, Africa, South America and Eastern Europe, with their rapid population growth, youthful populations, growing economies, rising standards of living and emergent middle-class present companies with significant long-term opportunities.^[39][40]
For companies desirous of entering emerging markets, a key business decision is which of the two income segments to target – a small but wealthy elite (niche market) or a large but relatively poor mass market.^[41][42] The resources and capabilities required to compete in emerging economies are quite different to those used in developed markets.^[43] In particular, companies need extensive local knowledge, including a rich understanding of local distribution networks and a deep understanding of consumer purchasing habits.^[44]

In emerging economies, consumers have a preference for unbranded goods and local markets
Consumer behaviour in emerging mass markets is quite unlike that observed elsewhere.^[45] Mass market needs revolve around basic necessities and functional products.^[40] Although regional differences are evident, some commonalities have been noted: consumers are extremely price-conscious; prefer unbranded goods, buy in smaller quantities, only buy sufficient amounts as required for immediate use and often exhibit a preference for local retail outlets where they can buy a single item, such as a bar of soap, from broken packs.^[46][47][48]

Colgate-Palmolive is one of a number of companies that have successfully tapped into mass markets in emerging economies
Multinationals such as Unilever and Colgate-Palmolive have successfully tapped into emerging mass markets, while others have struggled. Kellogg’s foray into India failed to establish market acceptance for cereal as an alternative breakfast food.^[49] Unilever’s laundry detergent, Ala, achieved market success in southern Brazil, but was unable to gain a foothold in the northeast, where women continue to wash laundry in streams and have a preference for bar soap.^[41][50] In Paraguay, the telecommunications operator, Tigo, was initially reluctant to reduce the minimum recharge rate for phone cards. However, its sales volume tripled when it allowed users to recharge for just a few centavos. 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]
Mass Market Retailers[edit]

Mass Market Retailer
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.^[51]
Mass Market Retailers Vs Luxury Retailers[edit]

Luxury Retailer
In terms of Mass Market vs Luxury Retailers, Luxury Retailers sell their products to specific consumers. Their target market is for wealthy consumers who purchase upscale products frequently, products that tend to be unobtainable for the regular consumer. Some examples of Luxury Retailers include Barney's, Tiffany's, Saks & Fifth etc.