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Business Studies IGCSEPDF 94
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Term
Niche
Marketing
Mass
Marketing
Product Range
Pricing
Feature
Target Audience
Niche Marketing
Small, specific customer
group
Tailored to a narrow segment
High prices (premium)
Maintain strong customer relationships
Improve existing products continuously
Develop new products to attract customers
Reduce costs to stay profitable and offer competitive prices
Mass Marketing
Large, general audience
Standardized for all
Lower, competitive pricing
Niche Marketing: Versace, Rolex, and luxury perfumes targeting high-income
consumers.
Mass Marketing: iPhones, Coca-Cola, or toothpaste brands sold globally with
minimal variation.
Definition
Targeting a small, specialized segment of the market with products
designed specifically for their needs.
Selling a standardized product to the whole market without targeting
specific groups.
6. Niche and Mass Marketing
Definitions
Examples
Niche vs Mass Marketing