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a market coverage strategy in which a firm decides to ignore market segment differences and appeal to everyone with one offer. It is the type of marketing where a product is sold through persuasion to a wide audience. The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television, and newspapers as the medium used to reach this broad audience. Many companies have begun shying away from mass marketing due to the large expenses involved in reaching the whole market.
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