9609 · 3.1.5
Mass marketing and niche marketing flashcards
Revision flashcards for Cambridge 9609 Mass marketing and niche marketing (syllabus 3.1.5). Flip, recall, then mark a real past-paper question.
Card
Mass marketing?
Single marketing mix aimed at entire market — undifferentiated approach.
Card
Niche marketing?
Focused on small segment with specialised needs — differentiated offer.
Card
Mass marketing advantage?
Economies of scale, lower unit costs, wide recognition.
Card
Mass marketing disadvantage?
High ad spend, less personal, ignored by some segments.
Card
Niche advantage?
Less direct competition, premium prices, strong loyalty, expert reputation.
Card
Niche disadvantage?
Limited market size, vulnerable if niche disappears or big firm enters.
Card
Link to 3.1.6?
Niche marketing follows segmentation — target one segment precisely.
Card
Example mass brand?
Coca-Cola, Tesco own-label basics — broad appeal.
Card
Define Mass Marketing.
An undifferentiated marketing strategy that aims to sell a single product to the entire market, focusing on high sales volume and achieving economies of scale through large-scale production and promotion.
Card
Define Niche Marketing.
A concentrated marketing strategy that targets a small, specific, and well-defined segment of a larger market with a specialised product designed to meet its unique needs.
Card
What is the main financial advantage of a mass marketing strategy?
Economies of scale. Producing in high volumes reduces the average cost per unit, which can lead to higher profit margins or more competitive pricing.
Card
What is the primary risk associated with a niche marketing strategy?
Over-dependence on a small market segment. If consumer preferences within the niche change, or a larger competitor decides to enter the market, the business's sales can decline rapidly.
Card
How does firm size typically influence the choice between mass and niche marketing?
Large firms with significant financial and operational resources are better suited to mass marketing. Small firms or start-ups with limited resources often find niche marketing more effective and less risky.