Demassification refers to a trend of customer groups becoming segmented into mass markets and resulting mass communication,mass behavior,and mass values.

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In the recent past,managers could think in terms of mass markets: mass communication,mass behavior,and mass values.Now we have "demassification," with customer groups becoming segmented into smaller and more specialized groups responding to more narrowly targeted commercial messages.The marketplace is becoming more segmented and moving toward more niche products.

Demassification Refers to a Trend of Customer Groups Becoming Segmented