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9609 · 3.1.3

Markets

**Markets** (3.1.3) sets context for **segmentation** and **mix** decisions. Case questions often give **market growth %** and **number of competitors** — use them in recommend answers.

Need to know

What you need to know

  • Consumer Markets (B2C): Goods and services sold to individuals for personal consumption.
  • Industrial Markets (B2B): Goods and services sold to other businesses for production or operational use.
  • B2C marketing often targets large audiences with an emphasis on brand and promotion.
  • B2B marketing focuses on building long-term relationships, technical details, and often involves a professional sales force.

Explanation

Markets

  1. Consumer Markets (B2C): Goods and services sold to individuals for personal consumption.
  2. Industrial Markets (B2B): Goods and services sold to other businesses for production or operational use.
  3. B2C marketing often targets large audiences with an emphasis on brand and promotion.
  4. B2B marketing focuses on building long-term relationships, technical details, and often involves a professional sales force.
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