ABSTRACT
Before the widespread adoption of modern marketing concepts, the main way of reaching consumers was by mass or undifferentiated marketing, that is, offering the same product and marketing mix to all consumers. If all consumers were the same, with similar needs, wants, desires and profiles, then mass marketing would be the logical strategy. It would also cost less because there would be one strategy, one standardized product and one promotional message. Some companies still employ an undifferentiated strategy very effectively, but for most tourism and leisure products there are major drawbacks in this approach. When trying to sell the same product with a single strategy, the marketer must portray the product as providing a common benefit which, whilst not alienating anyone, may have the affect of appealing to no one in particular.
