Differentiation Of Mass Market And Niche Marketing Essay

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Some managers show leadership, but some others are not. Similarly, some of the leader lot of managing. There is pure leadership without management, pure management without leadership too. Therefore, we have a pure management, pure leadership.

Leaders and managers can be compared. A leader is one who Influence behavior and in certain circumstances the efforts of others working groups to achieve specific goals. On the other hand, Managers can become a real manager only when he got to his leadership qualities. It is more stable and all managers are leaders. Manager is Responsible for self and subordinates behavior and performance. While leader influences people to work willingly for group objectives. A leader is required to establish cordial relations between people working in and also for organization, leadership is temporary too.

1.1 How to be a leader, but not a manager

Showing leadership means promoting a new direction, challenging the status quo and influencing people to think differently. Leadership doesn't mean taking charge of a group, informally, or helping it to achieve the goal. Example, when Martin Luther King was alive, he had a leadership impact in the U.S Supreme Court. He ruled segregation on buses unconstitutional. That is an example of leadership without management because he did a pure leadership authority, even informally. Similarly, when the knowledge of frontline workers persuade their bosses to adopt new ideas, again without any management and leadership authority. All staff can show leadership in this way.

1.2 How to be a manager, but not a leader

Managers focus on doing things in efficiently. But this doesn't mean that the manager have an assembly line mentality. Examples, if you are managing workers in educated knowledge, such as doctor in any medical clinic, have to be supportive and empower. You may not to be able to tell them how to they do their jobs anyway, but you can be held them accountable to provide cost-effective delivery of services. The clinic manager makes any decisions, say to purchase new equipment or expand the organization, it's managerial decisions. Above is example and what managers do :

Luthan's (1988) survey of what 300 managers actually did (not what we think they do ) revealed the percentage of time spent on four main roles are:

Traditional management (32%) -planing ,controlling and making decisions.

Communition (29%) -exchanging information, verbally and on paper.

Human resource management (20%) - motivation ,disciplining ,general staffing difficulties ,training and staff development.

Networking (19%) - socializing with people outside the immediate department

1.3 Differences between leader and manager

This table above is to summarizes and giving a sense of the differences between being a leader and a manager.

Characteristic of leader and manager

A Manager…

A Leader…





Structure and systems oriented

People oriented



Bottom-line focus

Focus on their horizon

Does things right

Does the right thing

Money for work

Excitement for work

Make rules

Break rules

Focus on managing

Focus on leading people

Wants result

Wants Achievement

1.4 Definition of a Leader

A leader is a person who influences a group of people towards the achievement of a goal. A leader would not do all the work. Doing everything yourself is a poor use of time and prevent the use of more and more risk. On the contrary, a leader shall work with his/her teammates and learn to how delegate responsibility in being mindful of everyone's goals, interest, and strengths. Although, an very important part of being a good leader is relates to listening to the people that around you, leader are not always going to be able to reach a compromise. When this is happens, no need be afraid to make the final decision, even if some own team members are disagree with you.

A leader is a person that who to guides the others to achieve goal, creating an environment in which other team members feel actively involved in the entire process and showing the way by example. A leader not mean that is a big boss of the team, instead, the person that is committed to the mission of the venture.

Leadership has been described as the process of social influence a group of individuals to achieve a common goals. Leadership is about creating a way for people to contribute to making something uncommon happen.

1.5 Definition of a Manager

A manager is a person tasked with take care one or more employees or departments and also to ensure these employees or any departments carry out assigned duties as required. If depending on the size of the company there will be a single, dual or more management layer involved.

A manager usually is promoted from within. Let's used a manager in restaurant to make example, he or she may already be familiar with the kitchen or customer service departments. Sometimes a restaurant manager maybe will hire from others company because of his or her accounting skills or administration, but most of the restaurant's owner will promote to promise employees out of the trenches or into supervisory positions.

Question 2

2.0 Differentiation of Mass market and Niche market

Mass market product cater for all or public, which sell considerably cheap in the perception of consumers. However, Niche market is cater for a particular segment of consumer, which sell at considerably cheap but premium, in the perception of consumer.

2.1 Mass Market

The mass market is a general business term describing the largest group of consumers for a specified industry product. It is the opposite extreme of the term niche market. Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. It is type of marketing of a product to a wide audience. The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the medium used to reach this broad audience. By reaching the largest audience possible exposure to the product is maximized. In theory this would directly correlate with a larger number of sales or buy in to the product.

The opposite of Niche marketing as it focuses on high sales and low prices. It aims to provide products and services that will appeal to the whole market.

2.3 Niche Market

A niche market is a focused, targetable portion of a market. By definition, then, a business that focuses on a niche market is addressing a need for a product or service that is not being addressed by mainstream providers. You can think of a niche market as a narrowly defined group of potential customers.

For instance, instead of offering cleaning services, a business might establish a niche market by specializing in blind cleaning services. Why should you bother to establish a niche market? Because of the great advantage of being alone there; other small businesses may not be aware of your particular niche market, and large businesses won't want to bother with it.

The trick to capitalizing on a niche market is to find or develop a market niche that has customers who are accessible, that is growing fast enough, and that is not owned by one established vendor already. See How to Find and Master a Niche Market for more information.

2.3 Compare Mass Market And Niche Market

Niche marketing refers to a product or a service that accounts for a certain kind of specialty concerning an unmet customer need. On the other hand, mass marketing treats the market as a mass of individuals that are not connected.

In niche marketing the company concentrates on small target market. The reason to do this is the company has low capital, low costs, have highly specialization, and the characteristics of target market needs customize and specialize products or services. The advantages of niche market is become specialize and has strong brand image.

In Mass Marketing, the company copes sells to all people and copes accommodates all desires of target of market with one product. Strategy applied is make one product type which can gratify all consumer desires.

Mass marketing strategy trying to reach market in greater areas by using single marketing strategy. The Advantages of this strategy is in terms of low cost in production costs and tends to masters market monopolistic ally. Another advantage of this strategy is producer can close all markets from competitor.

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