Niche vs Mass Marketing and Market Mapping

This lesson continues AQA A-Level Business topic 3.3.3, covering the distinction between niche and mass marketing strategies, their advantages and disadvantages, and the use of market mapping (positioning maps) as a strategic tool.

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Mass Marketing

Key Definition: Mass marketing is a strategy in which a business targets the entire market with a single product and marketing mix, aiming to reach the maximum number of consumers.

Mass marketing treats the market as homogeneous — all consumers are assumed to have broadly similar needs. The product is designed to appeal to the widest possible audience.

Characteristics of Mass Marketing

Feature	Description
Target	The entire market — no specific segment targeted
Product	Standardised — one product for all consumers
Promotion	Mass media advertising (TV, national press, billboards)
Price	Competitive — often based on cost leadership
Distribution	Widespread — available in as many outlets as possible
Production	High volume — economies of scale reduce unit costs

Advantages of Mass Marketing