1. Effective marketing Candidates should be able to: Define marketing (i.e. explain the purpose) Define niche and mass marketing Analyse the benefits and drawbacks of niche and mass marketing Understand the difference between consumer marketing and business to business marketing

2. Definitions What is marketing? What is a market (in terms of marketing)?

3. Two key aspects of marketing What are the two key aspects of marketing? Identifying customer needs – Satisfying customer needs –

4. Definitions: niche marketing What is niche marketing?

5. Niche marketing - advantages What are the advantages of niche marketing?

6. Niche marketing - disadvantages What are the disadvantages of niche marketing?

7. Definitions: mass marketing What is mass marketing?

8. Mass marketing Many businesses start selling niche products but as they grow they expand into the mass market E.g.

9. Mass marketing - advantages What are the advantages of mass marketing?

10. Mass marketing - disadvantages What are the disadvantages of mass marketing?

11. Niche versus mass marketing – which is best? Which is best: niche or mass marketing?

12. Consumer marketing and B2B marketing What is consumer marketing? Who is it aimed at? What is business to business (B2B) marketing?