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Question: Target marketing, in contrast to mass marketing, Answer Rationale: Mass marketing has become more difficult as a result of increased market splintering. The proliferation of advertising media and distribution channels is making it difficult and increasingly expensive to reach a mass audience. Most companies are turning to micromarketing at one of four levels: segments, niches, local areas, and individuals. A market segment must be substantial enough in size so as to provide the company targeting it with a lucrative enough opportunity to justify its investment. As a result, a market segment can often be rather large and spread out geographically and large firms often have an advantage in that they have the resources and experience to effectively address this.