Marketing – focus on consumer ‘types’

• Customers with higher incomes will go on more exclusive holidays

Spending power – consumer ‘types’

• Lower income people will look for less expensive holidays

Consumer needs - Gender

• Some products ‘unisex’• Others targeted at women and men

Packaging appealing to

women

‘Masculine’ packaging to

appeal to men

Examples

Is the market for a product ‘large’ or ‘small’?

• We make the distinction between MASS markets – lots of consumers, product or service is promoted to LOTS of people

Niche Markets

• The opposite to Mass Markets is Niche Markets

• Promoting specific products to a particular type of customers

Hair gel – what are the consumer

characteristics ??????

Radio Stations – Mass and Niche

• Mass markets are …..

Radio 2 – millions of listeners each week

BBC – 1Xtra : aimed at urban 16-25 yr olds

Niche markets are ….

Which is better – Mass or Niche markets?

• The advantages of mass markets are ….• The advantages of niche markets are ….

• Read through pages 37 – 40• Write up the answers to the above in

your notes