Which of the following states (conditions) does not describe an advantage associated with mass-marketing?

a. A large pool of potential customers exists. b. The wants and needs of individual customers can be more directly targeted. c. Scale economies, if achieved, can generate the ability to charge low prices while still remaining profitable. d. Firms can still differentiate their brands from the competition through creative promotions. e. Scale economies (economies of scale) can potentially be obtained.

b. The wants and needs of individual customers can be more directly targeted

Explanation:

Mass marketing by definition "is the advertising or promotion of a product, good or service to a wide variety of audiences with the expectation of appealing to as many as possible". If we analyze one by one the options we have this:

a. A large pool of potential customers exists.

Thats one of the alternatives in order to use mass marketing in order to indentify potential customers.

b. The wants and needs of individual customers can be more directly targeted.

This one is NOT a method or a way to apply the mass marketing since that's a technique to classify the info from subjects.

c. Scale economies, if achieved, can generate the ability to charge low prices while still remaining profitable.

Thats one alternative that can be applied if we use mass marketing

d. Firms can still differentiate their brands from the competition through creative promotions.

That's one alternative since we can see and create potential customers with this alternative.

e. Scale economies (economies of scale) can potentially be obtained.

For this case is one of the options in order to apply mass marketing since "Economies of scale are cost advantages reaped by companies when production becomes efficient".