Future Business Leaders of America (FBLA) Entrepreneurship Practice Test

Which marketing strategy, originating in the 1960s, aims to encourage mass purchases of products?

1. Niche Marketing

2. Mass Marketing

3. Targeted Marketing

4. Personalized Marketing

The correct answer is: Mass Marketing

Mass marketing is a strategy that emerged in the 1960s and focuses on promoting products to a large audience, aiming to encourage widespread purchases. This approach often involves broadcasting advertising messages through extensive media channels, reaching as many people as possible. The goal is to appeal to the large consumer base by assuming that the product can satisfy a general need, thus driving up sales volume. In contrast, niche marketing emphasizes targeting a specific, well-defined segment of the market, catering to particular preferences and demands. Targeted marketing further refines this approach by focusing on specific demographics or consumer behaviors, while personalized marketing customizes messages to individual consumers based on their preferences and past interactions. These alternatives do not align with the broad reach and mass appeal that characterize mass marketing, which is distinctly aimed at encouraging high-volume purchases across a wide array of consumers.