Makeda only
A product profile is a general description of a product. Based on the style of presentation, the amount of detail it contains can vary. The product profile details what the product is and how it will appeal to the consumer. The objective is to determine what makes the product attractive to the consumer. This is an important analysis that will help in the marketing of the product.
Mass marketing is a technical term that refers to the selling of a product on a large scale. It involves products that are produced in large quantities. There may be minor differences in localized markets. The mass marketing strategy ignores these. Mass marketing appeals to the whole market with a single offer or strategy. This is done by broadcasting a message that will reach the largest number of consumers possible.
Mass marketing uses the mass media to get their message across. Radio, television and newspapers are the usual vehicles employed. With the advent of social media, strategies are now also devised to take advantage of this new avenue. Exposure to a product is maximized by reaching the largest audience possible. This often directly correlates to a larger number of sales.
Mass marketing focuses on high sales and low prices. This is just the opposite of Niche marketing. Niche marketing targets a very specific segment of the market. It involves specialized services or goods with few or no competitors.
Mass marketing came into existence in the 1920s when mass radio came into use. The mass radio, broadcasting to huge audiences nationwide gave corporations an opportunity to appeal to a wide variety of potential customers. Before this, the strategy of marketing was what may be called variety marketing. In this strategy, different methods were used to appeal to different sections of society most often according to geographical location. In order to appeal to and persuade a wide audience, this had to change. Over the years, mass marketing has developed into a world-wide multi-billion dollar industry.
Things which are perceived as necessary or essential are subjected to mass marketing. To further increase profits, these products are often touted as durable goods when oftentimes they are made of substandard materials. This affects the longevity of the product. This practice of planned obsolescence ensures future sales opportunities by preventing the market from becoming saturated with high-quality, long-lasting goods.
One of the biggest benefits of mass marketing is that the target audience is broad. This translates to a higher number of successful sales. Drop in sales in some areas may be offset by sales in other areas. This helps overcome potential losses. Another positive factor is that production costs are lowered by mass production. Marketing research and advertising costs too are lowered. Mass marketing campaigns also benefit due to the magnitude of appeal to larger audiences.
Mass marketing also has its disadvantages. It attempts to appeal to the entire consumer population instead of focusing on a particular niche of consumers. The strength of the product and business can affect performance. The strength of the competition too has a bearing on the performance. Another factor is that overexposure can make consumers grow tired of seeing a business's name and products everywhere.
One factor that is inevitable in mass marketing is heavy advertising costs. It is expensive to establish brands and keep them in the public eye. Often, competition is stiff. Besides, to stay ahead of the competition, high innovation and market research costs have to be incurred.
Answer the following questions using complete sentences
1.
From paragraph 1, what does the product profile describe ?
2.
(a) From paragraph 2, what does the term mass marketing refer to ?
(b) From paragraph 2, what does mass marketing ignore ?
3.
(a) From paragraph 3, what mass media vehicles are used in mass marketing ?
(b) From paragraph 3, mention the two advantages of using mass media.
4.
(a) From paragraph 6, what is planned obsolescence ? How is it beneficial ?
(b) From paragraph 7, what are the biggest advantages of mass marketing ?
5.
"Mass marketing has its disadvantages.
(a) Identify one of the disadvantages.
(b) How is this constantly increased?
6.
Based on the passage, write a summary of :
• The necessity of mass marketing.
• The role that it plays in modern society.
Samir & Abdul
All the guests were received with great honor. They were housed in beautiful palaces. They were feasted and entertained most splendidly. On the marriage day, the royal guests set out in their best clothes and jewels. They assembled on one side of a large field which was fenced on all sides. The King of Khosla arrived with his family, his ministers, court officials, and friends. He told the big gathering that his daughter, Satya, would marry the first prince who could yoke the seven wild bulls together. He then ordered the contest to begin.
The ceremony began with the beating of drums and the sounding of bugles. The pipers and trumpeters joined in. The music was exciting. Seven large cages were brought in. The attendants opened the doors of the cages. Seven huge, fierce-looking bulls rushed out. They moved about, challenging everyone. Every prince desired to win Satya and wanted to get in first to try his luck. Many of them rushed in together, in the hope of yoking the wild bulls. One king, who had won many battles and thought he was the strongest man to enter the contest, walked boldly towards one of the wild bulls. the bull charged at him with great force. Hew as tossed, and he fell to the ground. The bull followed him but the brave man got up and ran for his life.
A prince, one who had killed many wild animals, rushed at one of the bulls. The bull gored him and he fell down unconscious. Another prince approached a bull. But he then felt frightened and ran out of the field. One prince who tried to catch one of the bulls was kicked by the animal. He withdrew with a broken leg. All the kings and princes fried their best but none of them was able to catch the bulls and yoke them together. Everybody was upset. Some of the princes said that the King of Khosla had set an impossible task for them. They said that the King must choose one of them to marry his daughter. They argued that the marriage had been fixed and it must take place. The King of Khosla was very sad that the contest had failed. He ordered the bulls to be put back in their cages and taken away.
Suddenly, a new prince arrived in a chariot. It was Krishna. Krishna wanted to try his luck in the contest to win Satya. The King welcomed Krishna and told him about the terms of the contest. The defeated kings and princes looked on. The wild bulls were all standing in a row, with their heads raised high, as if celebrating their victory. Then they saw another man walking boldly towards them. They stared at him; he stared at them. For the first time the bulls seemed frightened. Krishna was strong and clever. He knew how to tackle these wild animals. Slowly, he walked around, caught the bulls one by one, and firmly yoked them together. The kings and princes were surprised. There were loud cheers for Krishna. The drummers, pipers, and buglers went into action with exciting loud music. The King of Khosla greeted Krishna. He placed Satya's hand in Krishna's. There was joy on all sides.
Answer the following questions using complete sentences
1. Why wasn't there a bridegroom at the beginning of the wedding ceremony ?
2. How did the King of Khosla show his enthusiasm about the contest ?
3. The ceremony at the beginning was a very noisy one. Where did the noise come from ?
4. Describe the eagerness with which the suitors tried to win Satya's hand in marriage.
5. Why did the king think his contest had failed ?
6. What did the defeated kings and princes try to make the King of Khosla do ?
7. Krishna approached the bulls differently from the others. How did he do it ?
8. How did everyone feel about Krishna's victory ?
9. Whose happiness do you think matched that of Krishna ?
10. Do you think a contest like this is a good way of choosing a husband for a princess ? Why ?
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