A: Mass Marketing vs. Target Marketing This exercise is designed to illustrate the difference between mass marketing and target marketing Read each of the following cases carefully, and then (1) indicate in the space provided whether each firm is following a mass marketing or a target marketing approach and (2) briefly explain your answers Lawn Products Corp. has just introduced a new type of lawn sprinkler called the "Summer Shower Sprinkler" and it is being promoted as the "ultimate lawn sprinkler-more convenient than rain" According to Lawn Products' president, the sprinkler is "absolutely guaranteed" not to leak, rust, or break. Moreover, "it has a unique mechanical timer so that it turns itself off automatically after a set period of time-and when it is on, the water pressure makes it 'crawl' along the hose so that different areas get watered without having to touch or move the sprinkler" Available in several models ranging in price from $40 to $70, the "Summer Shower Sprinkler" is expected to sell "in the millions." "This product is so superior," say company officials, "that no household in the United States will want to be without one." 1. Mass marketing 2. Comments Target marketing Sani Ahmad recently retired after 20 years of service as a chef for a luxury cruise line. During his career, he worked on ships that took him to almost every part of the world. In the process, he learned to prepare the favorite dishes of many different countries. Sani and his wife-also an outstanding cook-have decided to use their savings to open an "ethnic" restaurant, but with a difference. Each week they will feature the cuisine of a different region. Sani is sure that their restaurant will be an outstanding success. "We want to be a destination restaurant," he says, "a place where adventurous folks want to come for special meals and service to celebrate special occasions. Our prices won't be cheap, but that will help us afford special promotional mailings to the upscale professionals who live within driving distance of the restaurant 1. Mass marketing. Target marketing 2 Comments