Which of the following is an advantage of mass marketing in competitive markets?

• A. It reduces the need for advertising and promotional activities.
• B. It allows firms to reach a large number of potential customers efficiently.
• C. It enables firms to charge higher prices due to product differentiation.
• D. It guarantees long-term brand loyalty among consumers.

Answer: (B)

Verified step by step guidance

1. Step 1: Understand the concept of mass marketing. Mass marketing is a strategy where a firm targets the entire market with one offer or product, rather than segmenting the market into smaller groups.
2. Step 2: Recognize the typical goals of mass marketing, which include reaching a large audience and achieving economies of scale in production and distribution.
3. Step 3: Analyze each option in the context of mass marketing advantages. For example, mass marketing usually does not reduce advertising needs; instead, it often requires broad advertising to reach many customers.
4. Step 4: Consider that mass marketing focuses on efficiency in reaching many potential customers, which aligns with the advantage of reaching a large number of potential customers efficiently.
5. Step 5: Understand that mass marketing generally does not rely on product differentiation or guarantee long-term brand loyalty, as it targets a broad audience with a standardized product.