1. Segmentation, Mass and Niche Marketing

2. Income
Location
Age
Market Segmentation
Socio-Economic Group
Gender

3. Description of occupation Example
Socio-economic groups
Social grade
Description of occupation
Example A
Higher managerial and professional
Company director B
Lower managerial and supervisory
Middle manager C1
Non-manual
Bank clerk C2
Skilled manual
Electrician D
Semi-skilled and unskilled manual
Labourer E
Those receiving no income from employment
Unemployed

4. Everyone should be a consumer of the product
Mass Marketing
This involves a business aiming at whole markets rather than particular parts of them – the idea is that they have a universal appeal
Everyone should be a consumer of the product
The goal of mass marketing is to achieve market domination – the ultimate prize being the creation of generic brands
The company aims its products at young and old and is still the market leader today

5. The origins of Mass Marketing
Low costs
Which created
Increased sales
Low prices
Which in turn created

6. The origins of Mass Marketing
Mass marketing started alongside mass production at the turn of the twentieth century – Henry Ford
Ford decided that he wanted to see every American family owing a Ford car
Producing a standardised product from standardised parts means Ford could reduce costs
Ford famously joked that you could have a Model T in ‘any colour, so long as it’s black’.

7. Pan-European and Global Marketing
Modern communications and travel have created a situation where consumers of all nationalities are developing common habits & wants
These brands are sold everywhere. Global marketing includes using the same strategy the world over although there may be slight variations in the marketing mix.
Global marketing is just an example of mass marketing but on a larger scale than Henry Ford could have imagined.

8. The benefits of Global Marketing
It will increase the potential size of the target market.
In markets where product differentiation is low, survival against international competitors may require cost reducing economies of scale.
Due to rapidly advancing technology, product life cycles are getting shorter.
Standardising a marketing strategy can help to cut costs. Firstly, a global strategy can be implemented more rapidly. Second, by selling and advertising the same product, costs need not be duplicated. For example, Opal Fruits were renamed Starburst for this very reason.

9. Niche Marketing
This involves a business aiming a product at a particular, often tiny, segment of a market. It is the opposite of Mass Marketing.

10. ? Why do small firms attempt this type of marketing?
They are often able to sell to niche markets which have been overlooked or ignored by large firms
By targeting specific market segments, firms can focus on the needs of consumers in these segments ?
They are then able to avoid competition, in the short run at least
They can gain an advantage over firms targeting a wider market

11. ? What are the problems of niche marketing?
Firms which are successful may attract competition
Many small firms have just one product aimed at one small market
Because niche markets contain small numbers of consumers, they tend to be faced by bigger and more frequent swings in consumer spending than larger markets