As a marketing manager for Kitch-It-Tools, Jim is frustrated with the way his organization markets their kitchen utensils. Currently Kitch-It-Tools utilizes a strategy aimed towards the largest possible number of people, relying heavily on television and radio advertising. Jim complains that the firm is not listening to its customers and is in danger of losing many of them to firms that create a personal dialogue with their buyers. Presently Kitch-It-Tools practices

Mass marketing.

Explanation: Mass Marketing is a marketing technique where the Organisation puts focus on a large number of persons, in this case the Organisation uses mass marketing approaches like the use of print media,Electronic media(television,radio) etc.

Jim is trying to propose a relationship marketing approach, which will help the Organisation to have dialogue with its customers and thus enhance its profitability.

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