W2 D



This week's discussion focuses on Chapters 2, 3, and 5:  Marketing Research, Consumer Behavior, and Market Segmentation.  Following your review of the material from the chapter readings, prepare to take a stand on the following issue:  Is Mass Marketing Dead?

With marketers increasingly adopting more and more refined market segmentation schemes—fueled by the Internet and other customization efforts—some claim mass marketing is dead. Others counter there will always be room for large brands employing marketing programs to target the mass market.

In your post, use the material from the chapter readings to support your position:  Mass marketing is dead versus mass marketing is still a viable way to build a profitable brand.  As always, cite your sources using APA.

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