Concepts Of Niche Marketing And Mass Marketing:
Gbogbo ọrọ náà
Should a business try to sell something to everyone, or something special to a chosen few? A car maker selling millions of family hatchbacks and a workshop making a handful of hand-built sports cars are following two opposite strategies, and each can be the right one. The choice between mass and niche marketing shapes the whole business.
In this lesson you will learn exactly what niche and mass marketing mean, weigh the benefits and limitations of each, and practise judging which approach suits a particular business. You will leave able to recommend and defend a marketing strategy for any firm.
Ebumnobi
- Benefits and limitations of both approaches to marketing
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Akwụkwọ Ọmụmụ
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Nnyocha Ọmụmụ
Ekele diri gi maka imecha ihe karịrị na Concepts Of Niche Marketing And Mass Marketing:. Ugbu a na ị na-enyochakwa isi echiche na echiche ndị dị mkpa, ọ bụ oge iji nwalee ihe ị ma. Ngwa a na-enye ụdị ajụjụ ọmụmụ dị iche iche emebere iji kwado nghọta gị wee nyere gị aka ịmata otú ị ghọtara ihe ndị a kụziri.
Ị ga-ahụ ngwakọta nke ụdị ajụjụ dị iche iche, gụnyere ajụjụ chọrọ ịhọrọ otu n’ime ọtụtụ azịza, ajụjụ chọrọ mkpirisi azịza, na ajụjụ ede ede. A na-arụpụta ajụjụ ọ bụla nke ọma iji nwalee akụkụ dị iche iche nke ihe ọmụma gị na nkà nke ịtụgharị uche.
Jiri akụkụ a nke nyocha ka ohere iji kụziere ihe ị matara banyere isiokwu ahụ ma chọpụta ebe ọ bụla ị nwere ike ịchọ ọmụmụ ihe ọzọ. Ekwela ka nsogbu ọ bụla ị na-eche ihu mee ka ị daa mba; kama, lee ha anya dị ka ohere maka ịzụlite onwe gị na imeziwanye.
- Niche marketing aims a product at: A. the whole market B. a small specialised segment C. only overseas customers D. only wholesalers Answer: B
- A major benefit of mass marketing is: A. little competition B. high prices C. economies of scale from large output D. a very small market Answer: C
- Which is a typical feature of niche marketing? A. thin profit margins B. a higher price and fatter margin C. very high sales volume D. strong direct competition Answer: B
- A risk of relying only on a niche market is that: A. competition is too strong B. unit costs are too low C. the small market can shrink, hitting all sales D. prices must be very low Answer: C
- Which business is most likely to use mass marketing? A. a maker of hand-built luxury yachts B. a global producer of a standard soft drink C. a tailor of bespoke suits D. a specialist vintage watch repairer Answer: B
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Market Segmentation
What are the five basic forms of consumer and business market segmentation?
"Introduction to Business: Market Segmentation" by OpenStax, OpenStax, Rice University, licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). Source: https://openstax.org/books/introduction-business/pages/11-5-market-segmentation. Access for free at https://openstax.org/books/introduction-business/pages/1-introduction
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