Cambridge O Level Business Studies · Syllabus 7115 · Marketing
Mass Marketing
What is Mass Marketing?
A marketing approach that targets a broad market with a single, largely undifferentiated product and message, aiming for high sales volume. It supports economies of scale and wide awareness, but faces intense competition, requires high promotion spending, and produces an offer that fits no individual customer particularly closely.
This definition is part of the Marketing chapter in Cambridge O Level Business Studies.
Common mistakes with Mass Marketing
- 5. "Niche marketing means a small business." Fix A niche is a small, specialised market segment. A very large business can serve a niche, and often does. Equally, mass marketing targets a broad market, not literally every consumer.
- "Niche marketing means the business is small." Correction A niche is a small, specialised market segment. Large firms operate in niches routinely. And mass marketing targets a broad market, not literally every consumer. What it costs The definition mark, plus every recommendation built on the wrong classification.
Questions students ask about Mass Marketing
Does niche marketing mean the business is small?
No. A niche is a small, specialised segment of a market, not a small business — a very large company can target a niche, and often does. Mass marketing aims at a broad market, but that does not mean literally every consumer. The size of the segment targeted and the size of the business are two separate things.