Mass marketing is the attempt go create products or services that have universal appeal. Rather than targeting a specific type of customer, the aims of the product at the whole market. The intention is that everyone should be a consumer of the product. The ultimate prize of mass marketing is the creation of generic brands. These are brands that are so totally associated with the product that customers treat the brand name as if it was a product category.
This is devising products with mass appeal and promoting them to all types of customers.
This is tailoring a product to a particular type of customer.
Mass marketing leads to high sales which leads to mass production which leads to lower costs and higher profits.