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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
MARKET SEGMENTATION The division of potential customers into groups with similar characteristics.
THE MARKETING ENVIRONMENT
Text Books needed today – Read Pages
Magazine Advertisements. Target Audience: The group of consumers for whom the media text is constructed. Demographics: Measurable characteristics of media.
Effective marketing Candidates should be able to: Define marketing (i.e. explain the purpose) Define niche and mass marketing Analyse the benefits and.
AS Business Studies Marketing. Look at the other students in the class what characteristics do you all share?
Advertising 101 Techniques and Forms. Definitions Advertise: to communicate information through print and digital media about a company's product or service.
Defining Your Audience. Defining Audience Demographics Demographics Geographics Geographics Psychographics – social and psychological characteristics.
Is there one group that still needs to present? Chapter 4 Marketing Products and Services Through Sports.
Floral Marketing. Marketing Terms Marketing: all business activity to encourage the moving of goods, including selling, advertising, promotions, and packaging.
$100 BEGINS WITH “P” IN THE “MIX” SELLING MARKETING CONCEPTS $200 $500 $400 $300 $100 $200 $300 $400 $500 $100 $200 $300 $400 $500 $100 $200 $300 $400.
SETTING YOUR TARGET MARKET. Setting the Target Market The target market for a product is the type of person you are hoping to attract to buy your product.
Demographics and Target Markets. Demographic factors age, gender, income, education, occupation, household size, marital status, home ownership or other.
(Chapter 9) Identifying Market Segments and Selecting Target Markets A single product can seldom meet the needs and desires of ___________________ Consumers.
Basics of Marketing The success of most businesses rests on production and marketing: the product must be good and the marketing plan must be well-organized.
Revision of Elasticity Promotion Promotion is divided in two categories 1. Above the line advertising 2. Below the line advertising.
Market Segmentation dividing a particular market into sections, which display similar characteristics or behaviour.
Chapter 28: Effective Marketing. Purposes of Marketing Anticipating customers’ wants (Market research) Satisfying customers’ wants in a way that delights.
Marketing II Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers.
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