Unit 3.1: Concepts of niche marketing and mass marketing
This page covers units 3.1.3 niche markets and mass marketing and 3.1.4 market segmentation. The units cover the following areas of the syllabus: the benefits and limitations of niche and mass marketing; how markets can be segmented, e.g. according to age, socio-economic grouping, location, gender and the potential benefits of segmentation to a business. Lesson time: 120 minutes (should be taught over two separate...