Question 4
[Maximum number: 5]
Analyse one advantage to a business of using mass marketing.
CAIE A-Level Business 3.1.5 Mass marketing & niche marketing
Practise defining mass and niche markets, then analysing how each approach affects business reach, risk, costs and customer focus.
How this is tested
- define mass or niche markets using market size, customer focus and product specialisation
- explain how niche marketing can target specialised customers but limit market size