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Cambridge IGCSE Business Studies practice

Paper 1 structured question: Marketing, competition and the customer

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Marketing, competition and the customer

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Paper 1Short Answer and Data Response1 marks

A company is considering whether to adopt a niche or mass marketing strategy for its new product.

Description

Marketing Strategy Consideration

The company has identified two potential markets: a niche market with specific needs and a mass market with broader appeal.

  1. a

    State one advantage of niche marketing

    Aim for approximately 1 distinct marking point.

    [1]

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Paper 1 structured question: Marketing, competition and the customer

Paper 1Short Answer and Data Response5 marks

Description

Marketing Strategy Evaluation

The business has been using mass marketing but is considering shifting to a niche approach.

  1. a

    Explain one disadvantage of mass marketing

    Aim for approximately 2 distinct marking points.

    [2]
  2. b

    Justify why the business might consider niche marketing

    Aim for approximately 3 distinct marking points.

    [3]