With marketers increasingly adopting more and more refined market segmentations schemes fueled by the Internet and other customization efforts, some critics claim that mass marketing is dead. Others counter that there will always be room for large brands that employ marketing programs targeting the mass market.

Respond to the following:

• Consider the statements “Mass marketing is dead” and “Mass marketing is still a viable way to build a profitable brand.” Take a stand and justify one statement, supporting it with examples.