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Question: Write an essay on Mass marketing is dead versus Mass marketing is still a viable way to build a profitable brand. Answer: From the above statement, it is necessary to point out the advantages and disadvantages for concept on mass marketing. In this particular study, advantages of mass marketing are pointed out that will add profitability to the concerned business enterprise. It is important to understand the fact that people comprises of consumers and they have certain basic personal as well as societal needs. Human basic physical needs include food, clothing and shelter that can be easily met with the help of mass marketing. Addition to that, consumers are willing to purchase products at low prices (Homburg et al. 2013). Mass marketing is a concept that helps in allowing particular firm to lower prices in accordance with economies. These approaches are related in accordance with production, marketing and distribution basis. Mass Marketing is still alive and it includes: Mass appeal For example- Coca Cola and Nike Image of the company is directly associated with name Involvement of millions of people Low cost of production For instance, designing particular home is both stressful and rewarding experience for the owners. It is important to consider the fact that too many options complicate and bring stress in the minds of consumers. There are hundreds of questions asked on matters relating to size, colour, and floor plan in designing of a new house. From the busy life of consumers, mass production and mass marketing relates directly with viable marketing niche for most of the companies (Hollensen, 2015). It is important to understand the fact that mass marketing is still alive and it is promptly viable in current market scenario. Reference List Hollensen, S. (2015).Marketing management: A relationship approach. Pearson Education. Homburg, C., Kuester, S., and Krohmer, H. (2013).Marketing management: A contemporary perspective. McGraw-Hill Higher Education.