More refined market segmentation schemes

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Today, marketers are adopting more and more refined market segmentation schemes that have been fueled by the Internet and other customization efforts throughout a global marketplace. Some critics think that the strategy of mass marketing (An attempt to appeal to an entire market with one basic marketing strategy) is dead, while others counter and believe that there will always be room for large brands employing marketing programs to target the mass markets globally and therefore, need not use targeting and segmenting.

Take a position by supporting one of the following statements:

Mass marketing is dead. Personalized, target marketing strategies is needed to succeed in the global marketplace today.

Mass marketing is still a viable way to build a profitable global brand.

Please include a properly referenced citation from at least one scholarly source using APA format.

Reference no: EM131439594

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