Know-How Exchange : Student Questions

Mass marketing to me involves marketing a product using the same methods across regions/geographies.

Adding to what has been said already...
Advantages:
- reduced cost per unit (costs, such as development costs, are spread out across more quantity)
- higher volumes
- able to do longer manufacturing runs

Disadvantages:
- doesn't get all customers (those who want a slightly different product won't have their needs met by a mass market product)
- higher overall costs for marketing, distribution, etc. as you go for larger georgaphies at once (though the cost per unit may be lower - you still have to lay out all this money to do it)

The only person who can explain the rationality of this advice is the consultant.

No one here has any idea what he was thinking. We can guess, speculate, jump to conclusions, but it would not be correct.

So, why don't you ask the source?