The globalized market cannot be considered to be a single homogeneous aggregate when, in reality, it is strongly segmented. This segmentation was theorized in the 1950s by Wendell Smith and it reflects the profound changes in economies and societies that have occurred in modern industrialized countries. In the second half of the 20th century, these changes include the progressive improvements in consumers’ quality of life as well as the improved level of education and changes in the labor market. At the same time, companies have also played a leading role in constantly adapting and adopting a variety of strategies that focus on mass production and mass “personalization”. Flexible production, in its various forms, appears as the productive response to the evolution of markets that are becoming increasingly segmented over time. Firms developed marketing and advertising strategies that have played a key role in both launching new products and creating a seductive image of “modernity” with a language onto itself. Multiple changes have accompanied the transformation of the characteristics and qualities of their products in order to appeal to different consumers. As a result of these changes, a less anonymous consumer has emerged who is faced with an ever-greater number of choices and who is increasingly willing to play an active part in the new globalized goods market. The result of this transformation is the affirmation of the cultural and social role of the consumer who asserts himself or herself as a central player in the modern market.
The End of the Mass Market and the Age of Segmentation / E. Scarpellini. - In: ENTREPRISES ET HISTOIRE. - ISSN 1161-2770. - 94:1(2019), pp. 50-61.
|Titolo:||The End of the Mass Market and the Age of Segmentation|
|Settore Scientifico Disciplinare:||Settore M-STO/04 - Storia Contemporanea|
|Data di pubblicazione:||2019|
|Appare nelle tipologie:||01 - Articolo su periodico|