Association of Chartered Certified Accountants (ACCA) Certification Practice Test

What is mass marketing?

1. Targeting one specific segment

2. Ignoring market segments to address the market as a whole

3. Focusing on multiple niches

4. Using customized marketing for different segments

The correct answer is: Ignoring market segments to address the market as a whole

Mass marketing refers to a strategy that targets the entire market rather than focusing on individual segments. This approach aims to reach as many customers as possible with a single marketing campaign, promoting a product or service that appeals to a wide audience. The goal is to create a message that resonates universally, using common characteristics shared by the majority of consumers. In this context, the focus is on efficiency and broad reach, rather than customization or targeting specific groups of consumers. This can be particularly effective for products that have mass appeal, are low-cost, or are essentials that most consumers would need, such as basic groceries or cleaning supplies. The other options describe marketing strategies that involve targeting specific groups or segments rather than the whole market. Options discussing potential targeting of one specific segment, multiple niches, or customized marketing for different segments align more closely with market segmentation strategies, which contrast with the inclusive nature of mass marketing. By embracing mass marketing, businesses emphasize widespread accessibility and general appeal, often harnessing large-scale media channels to achieve their objectives.