Rick, a marketing manager for Fix-It Tools, is discouraged with the way his organization markets its products. Currently Fix-It-Tools utilizes a strategy aimed toward the largest possible number of people. The company also relies heavily on television and online advertising. Rick protests to management that the company is not listening to its customers and is in danger of losing many of them to firms that create a personal dialogue with their buyers. What does Fix-It currently practice?

Question

Quizplus · Accepted Answer

Mass marketing means developing products and promotions that are designed to please large groups of people. This approach relies heavily on mass media to promote products, which can lead to one-way messages rather than personal dialogues with customers.

Rick, a Marketing Manager for Fix-It Tools, Is Discouraged with the Way