1.1 meeting customer needs

define the term market

A market is any place where buyers and sellers meet to exchange goods or services.

what is ment by market share

Market share is the proportion of the total market sales a business or brand controls.

what is the aim of marketing

The aim of marketing is to help identify, anticipate and satisfy consumer needs and wants profitably.

true or false are considered essential

False.

Needs such as shelter or food are considered to be essential, while wants are desires that are non-essential.

define the term mass market

A mass market is where products are aimed at broad market segments.

define the term brand

A brand is a name, image or logo that helps one product stand out from its competitors.

state the formula for market share

define the term niche market

A niche market is one in which the products are aimed at a small subset of consumers in the market.

what is the purpose of branding

Branding is one of the key ways businesses achieve product or business differentiation.

define a dynamic market

A dynamic market is one that is subject to rapid or continuous changes.

what is ment by primary research

Primary research is the process of gathering first-hand information directly from consumers in the target market.

what is meant by market segmentation

Market segmentation is the process by which a single market is divided into sub-markets containing consumers with similar characteristics.

define the term product orientation

Product orientation is an approach to marketing that focuses on the characteristics of the product rather than the needs of the consumer.

what is meant by secondary research

Secondary research involves the collection, compilation, and analysis of data that already exists.

drawback of primary research

Primary research is usually more expensive and time-consuming than gathering secondary research.

how does researcher bias effect survey finding

Researchers may guide respondents to answer questions in a particular way.

what is the purpose of market segmentation

Market segmentation allows firms to precisely target different groups of consumers.

state 2 forms of secondary research

Secondary market research may include purchasing market reports from specialist companies or accessing government statistics.

define the term market orientation

Market orientation is an approach to marketing that focuses on the needs of consumers and uses this information to design products that meet those needs.

what is meant by test marketing

Free samples are provided to consumers in the target market for a limited period to gauge their response to the product.

define the term market positioning

Market positioning refers to product launch decisions such as price, quality, branding and customer perception, which position the product in relation to its competitors.

what is a market map

A market map is a two-dimensional diagram that shows the attributes or characteristics of a product compared to those of rivals.

what are typically shown on the axis of a market map

price and quantity (but it doesn’t have to be)

what is meant by the term market saturation

Market saturation exists where most customers who want to buy a product have already done so.

define the term competitive advantage

Competitive advantage refers to the features of a business and its products that are perceived as superior to those of its rivals by customers.

what is meant by the term product differentiation

Product differentiation is an attempt by a business to distinguish its products from those of its competitors.

give 5 examples of sources of competitive advantage

• Quality

• Delivery times

• Low price

• Reliability

• Ethical stance

define the term added value

Added value is the difference between the selling price and the cost of the inputs required to create the product or service.

how does added value effect the costs of a business

Adding value raises costs, but it is worth it if the increase in selling price outweighs the higher costs associated with the method.