Instructions: Write in the given space only.

Maximum words allowed for each question are

75 words.

1. Does the use of mass marketing eliminate the need to segment a market?

In mass marketing, marketing is done as a bombardment to all the audience regardless of the needs
of them and it is done to the whole group despite of setting some target niche or segment. That’s
why mass marketing does not eliminate need to segment a market as by not targeting a specific
niche, mass marketing can lead to dilution of branding efforts by causing consumers to become
bored in an oversaturated environment.

2. Under what circumstances may it not be possible to break up a product-market into segments?
What are the dangers of using incorrect segment formation scheme? Provide an appropriate
example.

Breaking up a product market into segments needs knowledge of how the product may be used.

Using market segmentation incorrectly leads to unsatisfactory facts about your customer base, and
disarrange your marketing efforts and messaging strategy.

Example can be considered of a men’s shoe manufacturer who try to sell its product in a market
abundant in ladies apparels and accessories. This will be an incorrect market break up by them.

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