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