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Marketing – focus on consumer types Customers with higher incomes will go on more exclusive holidays.

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Presentation on theme: "Marketing – focus on consumer types Customers with higher incomes will go on more exclusive holidays."— Presentation transcript:

1 Marketing – focus on consumer types Customers with higher incomes will go on more exclusive holidays

2 Spending power – consumer types Lower income people will look for less expensive holidays

3 Consumer needs - Gender Some products unisex Others targeted at women and men Packaging appealing to women Masculine packaging to appeal to men Examples

4 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

5 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 ??????

6 Radio Stations – Mass and Niche Mass markets are ….. Radio 2 – millions of listeners each week BBC – 1Xtra : aimed at urban yr olds Niche markets are ….

7 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


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