Dacko S.G. The Advanced Dictionary of Marketing Putting Theory to Use
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mass marketing 340
KEY INSIGHTS
Mass marketing involves marketing to a very large group of individuals.
Such an approach frequently involves standardization in one or more
elements of the firm’s offering (see undifferentiated marketing ). In
the area of marketing communications, for example, mass marketing
involves the use of mass media marketing, an approach where market-
ing efforts emphasize the use of one or more mass media including
television, radio, magazines, books, newspapers, and movie theaters for
purposes including advertising and sales promotion. Mass marketing
involving the use of the internet can also take many forms, including
spam marketing,orjunk e-mail marketing, which involves indiscriminately
sending unsolicited and unwanted e-mails in mass quantities in the
hope that at least some recipients will respond favorably to the e-mail
messages. A mass marketing approach can be contrasted with a niche
marketing approach (see niche marketing) in that the aim is to profit
from standardized marketing efforts conducted on a large scale as
opposed to profiting from uniquely serving the needs of one or a few
segments.
KEY WORDS Large markets, broad appeal
IMPLICATIONS
The offerings of many firms are intended for mass market appeal where
the aim is to benefit from economies of scale associated with serving
a large market. Yet, astute marketers also recognize that the effective
mass marketing of offerings with broad appeal also involves market
segmentation and targeting to at least some or even a great extent.
Such a view distinguishes mass marketing practices in the early-to-mid
twentieth century from those in much of marketing today.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Tedlow, Richard S., and Jones, Geoffrey (1993). The Rise and Fall of Mass Marketing.
London: Routledge.
Kubacki, K., and Croft, R. (2004). ‘Mass Marketing, Music, and Morality,’ Journal of
Marketing Management (Helensburgh), 20(5/6), 577–590.
Kotler, P. (1989). ‘From Mass Marketing to Mass Customization,’ Planning Review,
September–October, 10–12.
Retail Marketing
Upah, G. D. (1980). ‘Mass Marketing in Service Retailing: A Review and Synthesis
of Major Methods,’ Journal of Retailing, 56 (Fall), 59–76.
Public Sector Marketing
Newman, B. I. (ed.) (1999). The Mass Marketing of Politics. Thousand Oaks, Calif.: Sage.
BIBLIOGRAPHY
Tedlow, Richard S. (1990). New and Improved: The Story of Mass Marketing in America.
New York: Basic Books.
Petty, Ross (1995). ‘Peddling the Bicycle in the 1890s: Mass Marketing Shifts into
High Gear,’ Journal of Macromarketing, 15(1), 32.
mass media marketing see mass marketing
341 megamarketing
matrix marketing see network marketing
maturity stage see product life cycle
meaningless differentiation see positioning
measurability see segmentation viability
megamarketing
DESCRIPTION
Thestrategically coordinated applicationofeconomic,psychological,political,
andpublicrelations skills to gain the cooperation of a number ofpartiesinorder
to enter and/or operate in a given market.
KEY INSIGHTS
Coined and developed by Kotler (1986), megamarketing takes an enlarged
view of marketing where activities, resources, and skills beyond those
ordinarily used in marketing are needed to enter and operate in certain
markets. An example is when there is a need to use inducements or
sanctions to gain the desired response of a market’s gatekeepers. As
such, public relations and power need to be added to marketing’s four
Ps of price, promotion, product, and place. Power refers to the art of
managing power in relation to the power structures involved and, along
with public relations, enables a firm to manage better certain elements
of its external environment such as governments, media, or pressure
groups. Megamarketing therefore helps a firm in its efforts to enter as
well as stay in difficult markets such as those characterized by various
forms of protectionism.
KEY WORDS Broadened marketing concept, market entry, market opera-
tions
IMPLICATIONS
Marketers seeking to expand a firm’s efforts to enter or operate in dif-
ficult markets may benefit from understanding and applying concepts
found in megamarketing. More broadly, the concept may be a vehicle to
help broaden the thinking of marketers about the nature and scope of
marketing itself.
APPLICATION AREAS AND FURTHER READINGS
Marketing Concept
Kotler, P. (1987). Broadening the Concept of Marketing Still Further: The Megamarketing
Concept. Contemporary Views on Marketing Practice. Lexington, Mass.: Lexington
Books, 3–18.
Services Marketing
Mobley, M. F., and Elkins, R. L. (1990). ‘Megamarketing Strategies for Health Care
Services,’ Health Marketing Quarterly, 7(1–2), 13–19.
Relationship Marketing
Gummesson, Evert (1994). ‘Making Relationship Marketing Operational,’ Interna-
tional Journal of Service Industry Management, 5(5), December, 5–20.
mere exposure effect 342
BIBLIOGRAPHY
Kotler, P. (1986). ‘Megamarketing,’ Harvard Business Review, March–April, 117–24.
mere exposure effect
DESCRIPTION
An effect where the familiarity obtained simply by being exposed to something
results in its increased liking.
KEY INSIGHTS
First quantitatively examined by Zajonc (1968), the mere exposure
effect characterizes the phenomenon where individuals demonstrate an
increased liking for something simply as a result of their being familiar
with it. The effect has been further demonstrated even under conditions
where individuals are not able to consciously remember the exposure.
One explanation given for the phenomenon is that a greater feeling of
safety results from the recognition of a familiar environment.
KEY WORDS Exposure, liking, attitudes
IMPLICATIONS
The phenomenon where an increased liking of something results merely
by being exposed to it forms the basis for much of advertising and other
forms of promotion and marketing communication. While measurement
of the effect in marketing practice is much more difficult than that which
could be achieved experimentally, marketers should nevertheless seek to
understand the extent to which increased liking of their offerings results
from consumers’ exposure to various forms of marketing, which may
even include a consumer’s seeing a product in use by another consumer.
APPLICATION AREAS AND FURTHER READINGS
Consumer Behavior
Janiszewski, Chris (1993). ‘Preattentive Mere Exposure Effects,’ Journal of Consumer
Research, 20(3), December, 376–392.
Lee, A. Y. (2001). ‘The Mere Exposure Effect: An Uncertainty Reduction Explanation
Revisited,’ Personality and Social Psychology Bulletin, 27(10), 1255–1266.
Miller, Richard L. (1976). ‘Mere Exposure, Psychological Reactance and Attitude
Change,’ Public Opinion Quarterly, 40(2), Summer, 229–233.
Holden, S. J. S., and Vanhuele, M. (1999). ‘Know the Name, Forget the Exposure:
Brand Familiarity versus Memory of Exposure Context,’ Psychology and Marketing,
16(6), 479–496.
BIBLIOGRAPHY
Zajonc, R. B. (1968). ‘Attitudinal Effects of Mere Exposure’, Journal of Personality and
Social Psychology, 9(2), 1–27.
Bornstein, R. F. (1989) ‘Exposure and Affect: Overview and Meta-Analysis of
Research, 1968–1987,’ Psychological Bulletin, 106(2), 265–289.
Kunst-Wilson, W. R., and Zajonc, R. B. (1980). ‘Affective Discrimination of Stimuli
that Cannot be Recognized,’ Science, 207, 557–558.
Merkel’s law see Hick’s law
343 me-too marketing
Metcalfe’s law
DESCRIPTION
The assertion that the value, utility, or usefulness of a network is proportional
to the square of the network size.
KEY INSIGHTS
Named after Robert Metcalfe, inventor of the Ethernet, who originated
the idea in 1970, the law’s emphasis has been that of telecommunications
networks, with the internet, World Wide Web, and fax machines being a
few prominent examples of such networks. With a fax machine example,
the law conveys the notion that the value of every fax machine increases
to the extent there are more fax machines in a given network as a result
of there being more total people who are able to receive and send docu-
ments. While Metcalfe’s law has received widespread acceptance among
telecommunications network researchers, the mathematical relationship
contained within Metcalfe’s law is not without relatively recent critics,
some of whom have proposed different mathematical relationships that,
in some instances, reflect the view that a network’s value may be over-
stated when equated with the square of the network size. Nevertheless,
few argue with the fundamental basis of Metcalfe’s law.
KEY WORDS Networks, size, value
IMPLICATIONS
Marketers seeking to take advantage of new or existing telecommunica-
tion technologies or systems (e.g. e-commerce use by a service industry)
can understand better the notion of network value, and hence, value to
the network’s users, by assessing value in relation to Metcalfe’s law.
APPLICATION AREAS AND FURTHER READINGS
Online Marketing
Wymbs, C. (2000). ‘How E-commerce is Transforming and Internationalizing Ser-
vice Industries,’ Journal of Services Marketing, 14(6–7), 463–478.
Wind, Jerry, and Mahajan, Vijay (2001). Digital Marketing: Global Strategies from the
World’s Leading Experts. New York: John Wiley & Sons, Inc.
Pricing
Bakos, Yannis, and Brynjolfsson, Erik (1999). ‘Bundling Information Goods: Pricing,
Profits, and Efficiency,’ Management Science, 45(12), December, 1613–1630.
BIBLIOGRAPHY
Gilder, George (1993). ‘Metcalf’s Law and Legacy,’ Forbes ASAP, September.
me-too marketing
(also called copycat marketing or parity marketing)
DESCRIPTION
Marketing involving approaches, programs, and techniques that are essen-
tially identical to those of others in a particular industry.
me-too marketing 344
KEY INSIGHTS
Firms with me-too marketing approaches demonstrate little inventive-
ness and instead rely on practices adopted by many other firms, even
though such practices may ultimately reduce differentiation from com-
petitors from a customer perspective. An example is where the marketing
efforts of most firms involved in wine tourism have relied on minor
changes in branding and packaging along with wine tastings and cellar
tours. Such an approach does very little to accommodate variety-seeking
behavior among wine consumers. While there are many reasons why
firms may pursue me-too marketing, one possible contributor is the
existence of the me-too syndrome among marketing managers—that if
so many others are following a certain practice (e.g. using a particular
marketing strategy), they should as well. One suggested alternative to
me-too marketing practices in service-related markets is the pursuit of
marketing initiatives aimed at creating memorable or ‘extraordinary’
experiences (Arnould and Price 1993).
KEY WORDS Conventional marketing strategy
IMPLICATIONS
Marketers should recognize that me-too marketing strategies may enable
a firm to remain on-par with competitors but that such a strategic
approach can have clear limitations for the firm in that it may lead
to being blandly associated with competitors. Thus, marketers should
assess carefully their marketing strategies for adverse effects when such
strategies become common among competitors.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Mitchell, A. (1996). ‘With Copycat Goods and Me-Too Marketing Strategies Abound-
ing, it is Real Difference that will Gain the Edge,’ Marketing Week, 19(25), 26–
29.
Marketing Management
Andrew, J., and Smith, D. (1994). ‘Getting beyond Me-Too Marketing: Determinants
of the Creativity of Marketing Programs for Mature Products,’ Working Paper: Case
Western Reserve.
Boster, K. (2002). ‘Avoiding the “Me Too” Syndrome,’ Textile Rental, 86(2), 84–89.
Services Marketing
‘An Exploration of the use of ‘Extraordinary’ Experiences in Wine Tourism,’ www.
unisa.edu.au/winemarketing/conferences/docs/File019.pdf Accessed: 8 October
2007.
BIBLIOGRAPHY
Arnould, E. J., and Price, L. (1993). ‘River Magic: Extraordinary Experience and
the Extended Service Encounter,’ Journal of Consumer Research, 20(1), June, 24–
47.
Chiagouris, Larry, and Perrell, Leslie (1989). ‘Asking the Right Questions,’ Review of
Business, 11(1), 5–8.
me-too syndrome see me-too marketing
micro marketing environment see microenvironment
345 micromarketing
microenvironment
(also called micro marketing environment)
DESCRIPTION
The set of actors close to the organization that influence its ability to meet the
wants and needs of its customers.
KEY INSIGHTS
An organization’s microenvironment consists of multiple influential
actors which, including the organization itself and its customers, may
also include suppliers, competitors, distributors, and other marketing
intermediaries, and various publics (e.g. media organizations, citizen
groups, etc.). Such influences will be unique to each organization oper-
ating in a particular market.
KEY WORDS Actors, organizational relationships
IMPLICATIONS
Astute marketers recognize that there are multiple influences in the
firm’s macroenvironment that can have a major impact on the firm’s
marketing effectiveness. In support of accomplishing the firm’s mar-
keting objectives, the marketer may find a benefit in identifying more
clearly the many different influential macroenvironmental actors and
then striving to proactively manage the firm’s relationships with such
actors as needed.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Mavondo, F. T. (1999). ‘Environment and Strategy as Antecedents for Marketing
Effectiveness and Organizational Performance,’ Developments in Marketing Science,
22, 363–370.
Varey, R. J. (1998). ‘Locating Marketing within the Corporate Communication
Managing System,’ Journal of Marketing Communications, 4(3), 177–190.
Marketing Management
Zineldin, Mosad Amin (1998). ‘Towards an Ecological Collaborative Relationship
Management: A “Co-operative” Perspective,’ European Journal of Marketing, 32(11–
12), December, 1138–1164.
Weitz, Barton A. (1981). ‘Effectiveness in Sales Interactions: A Contingency Frame-
work,’ Journal of Marketing, 45(1), Winter, 85–103.
BIBLIOGRAPHY
Sandhusen, R. L. (2000). Marketing. New York: Barron’s Educational Services.
micromarketing
DESCRIPTION
Marketing emphasizing the tailoring of an organization’s offerings to meet
the wants and needs of local customers and specific individuals.
KEY INSIGHTS
Micromarketing’s emphasis on tailoring to local and individual wants and
needs means that its scope clearly includes both local marketing and
one-to-one (or individual) marketing. (See local marketing; one-to-one
mobile marketing 346
marketing.) Drivers of its use, which is generally on the rise, include
the fragmentation of customer markets, increasing competition, and the
proliferation of technologies which make it more cost effective for firms
to tailor its offerings to the local and individual level. Firms providing
offerings to multiple local retailers, for example, often customize their
marketing mixes to the level of individual stores.
KEY WORDS Customization, marketing mix tailoring
IMPLICATIONS
Given such factors as increasing market fragmentation and advances
in information technologies, marketers should assess regularly their
macroenvironment and microenvironment for opportunities to adopt
micromarketing approaches in their marketing efforts. While the level
at which such approaches may vary from the individual to that of groups
of customers, marketers may find that its use, either selectively or as
a major focus of the firm, may provide a means of achieving greater
customer satisfaction and increased profitability.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Montgomery, Alan L. (1997). ‘Creating Micro-Marketing Pricing Strategies Using
Supermarket Scanner Data,’ Marketing Science, 16(4), 315–337.
Business-to-Business Marketing
Wotruba, T. R. (1996). ‘The Transformation of Industrial Selling: Causes and Conse-
quences,’ Industrial Marketing Management, 25(5), 327–338.
Retail Marketing
Hoch, Stephen J., Kim, Byung-Do, Montgomery, Alan L., and Rossi, Peter E. (1995).
‘Determinants of Store-Level Price Elasticity,’ Journal of Marketing Research, 32(1),
February, 17–29.
Marketing Management
Brooksbank, R. (1995). ‘The New Model of Personal Selling: Micro-Marketing,’
Journal of Personal Selling and Sales Management, 15, 61–66.
BIBLIOGRAPHY
Hunt, Shelby D., and Burnett, John J. (1982). ‘The Macromarketing/Micromarketing
Dichotomy: A Taxonomical Model,’ Journal of Marketing, 46(3), Summer, 11–26.
Pearce, M. R. (1997). ‘Succeeding with Micromarketing,’ Ivey Business Quarterly, 62(1),
69–72.
milking strategy see decline strategies
minority marketing see multicultural marketing
mission-based marketing see non-profit marketing
mobile marketing
(also called mobile phone marketing, m-marketing, wireless marketing,
or cell phone marketing)
347 mobile marketing
DESCRIPTION
Marketing aimed at consumers who move readily from place to place or,
similarly, any form of marketing by the firm that moves readily to different
consumer locations.
KEY INSIGHTS
Mobile marketing is widely viewed as marketing that makes use of
mobile communications technologies to reach consumers on the go. Yet,
mobile marketing may also involve marketers on the go, as when a firm
uses traveling promotional tours to communicate its offerings to con-
sumers at places where consumers are congregated or when a company
car carrying an oversized replica of one of the firm’s products is driven
regularly around a city. Nevertheless, the ability of firms to communi-
cate with consumers on the go, particularly through consumers’ mobile
telephones and other wirelessly connected communications devices (e.g.
notebook computers), is the area that is receiving by far the most atten-
tion from firms interested in mobile marketing. For example, SMS mar-
keting (or short message service marketing, short messaging service marketing, text
message marketing,ortxt marketing) involves the sending and receiving of
short alphanumeric text messages (i.e. up to 160 characters) over a wire-
less network, where such messages may be initiated or responded to by
either the marketer or current or potential customers of the marketer’s
offerings. While many factors may ultimately influence the successful use
of mobile marketing approaches, an area that mobile marketers tend to
give considerable attention is the extent that consumers implicitly and/or
explicitly agree to be willing recipients of mobile marketing communica-
tions.
KEY WORDS Mobile consumers
IMPLICATIONS
Firms offering both products and services aimed at meeting the current
or unmet needs and wants of consumers on the go may benefit from a
greater understanding of the considerable body of research in the area of
mobile marketing. Furthermore, as mobile communications technologies
continue their rapid pace of advancement, marketers should strive to
remain up to date in their knowledge of a growing array of tactical mobile
marketing approaches in addition to those approaches of a more strategic
nature, recognizing that consumer receptivity to mobile marketing is
evolving simultaneously with its use.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Facchetti, A., Rangone, A., Renga, F. A., and Savoldelli, A. (2005). ‘Mobile Marketing:
An Analysis of Key Success Factors and the European Value Chain,’ International
Journal of Management and Decision Making, 6(1), 65–80.
Scharl, A., Dickinger, A., and Murphy, J. (2004). ‘Diffusion and Success Factors of
Mobile Marketing,’ Electronic Commerce Research and Applications, 4, 159–173.
Barnes, S. J., and Scornavacca, E. (2004). ‘Mobile Marketing: The Role of Permission
and Acceptance,’ International Journal of Mobile Communication, 2(2), 128–139.
mood effect 348
Consumer Behavior
Heinonen, K., and Strandvik, T. (2003). Consumer Responsiveness to Mobile Marketing.
Stockholm: The Stockholm Mobility Roundtable.
BIBLIOGRAPHY
Haig, H. (2002). Mobile Marketing: The Message Revolution. London: Kogan Page.
Keen, Peter G. W., and Mackintosh, Ron (2001). The Freedom Economy: Gaining the
M-commerce Edge in the Era of the Wireless Internet. Berkeley, Calif.: McGraw-Hill.
mobile phone marketing see mobile marketing
modified rebuy see industrial buyer behavior
monopolistic competition see competition
monopoly see competition
monopoly power see competition
monopsony see competition
mood effect
DESCRIPTION
Any influence on an individual’s behavior, attitudes, or recall characteristics
that is attributed to the individual’s affective state or disposition.
KEY INSIGHTS
Moods, as affective states, can have influences on an individual’s cognitive
processes which lead to observable influences on behaviors, attitudes,
and the nature of recall. Positive moods, for example, can lead to less
cognitive elaboration and observable biases in evaluations of argument
quality. More generally, extensive research on consumer moods suggests
that consumers’ mood states have direct and indirect effects on a range of
consumer behaviors, evaluations, and recall characteristics. In particular,
mood effects are most evident in areas involving service encounters,
point-of-purchase situations, and marketing communications. Negative
moods involving anger and uncertainty which result from service delays,
for example, are found to clearly influence evaluations of service quality.
KEY WORDS Affective state, behavior, attitudes
IMPLICATIONS
Understanding, explaining, and predicting the influence of consumer
mood states on individual actions and attitudes constitutes a significant
area of consumer behavior research which marketers may draw upon
to increase the effectiveness of various marketing strategies and tactics.
From enhancing evaluations of new brand extensions to service quality,
the pervasiveness and importance of consumers’ mood state influences
should not be underestimated.
349 Moore’s law
APPLICATION AREAS AND FURTHER READINGS
Consumer Behavior
Batra, Rajeev, and Stayman, Douglas M. (1990). ‘The Role of Mood in Advertising
Effectiveness,’ Journal of Consumer Research, 17(2), September, 203–214.
Barone, Michael J., Miniard, Paul W., and Romeo, Jean B. (2000). ‘The Influence of
Positive Mood on Brand Extension Evaluations,’ Journal of Consumer Research, 26(4),
March, 386–400.
Miniard, P. W., Bhatla, S., and Sirdeshmukh, D. (1992). ‘Mood as a Determinant
of Postconsumption Product Evaluations: Mood Effects and their Dependency
on the Affective Intensity of the Consumption Experience,’ Journal of Consumer
Psychology, 1, 171–195.
BIBLIOGRAPHY
Gardner, Meryl Paula (1985). ‘Mood States and Consumer Behavior: A Critical
Review,’ Journal of Consumer Research, 12(3), December, 281–300.
Moore’s law
DESCRIPTION
The observation that the number of transistors occupying a square inch of
integrated circuit material doubles approximately every eighteen months.
KEY INSIGHTS
Attributable to Gordon E. Moore, co-founder of Intel, based on his earlier
observations and predictions (Moore 1965), Moore’s law reflects the view
that the power of microprocessor technology doubles about every eigh-
teen months. While early observations saw the complexity of integrated
circuits doubling about every year since its invention—an observation
which held into the late 1970s—the current rate of doubling is expected
to hold for at least another decade.
For technology-intensive industries and markets, and especially for
semiconductor and other computer component suppliers, Moore’s law
is as much an important observation as it is a benchmark in techno-
logical and competitive goal setting which is influencing the rate of
development of next-generation components. Organizations directly or
indirectly dependent on such technologies for their success therefore
face enormous pressure to develop and launch new products according
to windows of time where lateness—and uncompetitiveness—may occur
in as little as two to three months.
KEY WORDS Technology, rate of change
IMPLICATIONS
As many new products and services are becoming increasingly influenced
by technological developments, Moore’s law provides a clear indication
of the current and expected rate of change of integrated circuit-related
technologies. Marketers must seek to understand the cost and value
implications of the rapid yet predictable rate of such change for their
products and services to ensure timely provisions of value to customers
and industry competitiveness. Moore’s law also suggests the imperative of