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27 Terms

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mass market
aimed at general population
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niche market
targets a subset of the main market that addresses a specialist need
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Pros of a mass market
- economies of scale
- large volume of sales \= higher revenues
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Cons of a mass market
- high competition
- have to differentiate homogenous products
- high volume production not flexible
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Pros of a niche market
* can charge premium prices
* easier to target customers
* less competition
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Cons of a niche market
- high risk as demand may not be constant
- no economies of scale
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market size
volume of sales or value
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market share
sales of business x / sales of whole market x100
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dynamic market
a market subject to rapid or continuous change
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pros of online retailing
* open 24/7
* low overheads
* can take order without staff
* opportunity for fast growth
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cons of online retailing
* IT skills needed
* competitive market
* issues with returning goods
* technical issues
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risk
potential outcomes of a decision are known
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uncertainty
no outcomes are known
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product orientation
the business focusing on the product being unique and of highest quality
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market orientation
the business focusing on a product meeting customer needs and demands
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primary data
original data gather by the researcher that doesn't already exist e.g interviews, surveys
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secondary data
data that already exists, collected by someone else
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limitations of market research
* inaccurate/misleading data
* bias
* poor reliability of data due to sample
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pros of using ICT in market research
* cost effective
* reaches more people=more reliable
* no staff required
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market segmentation
an identifiable group of individuals where consumers share a characteristic or need e.g based on demographic, geographic, behaviour etc
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market mapping
the process of using a graph illustrating competitors market positioning in order to identify a gap in the market
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competitive advantage
when a business' product or service appears superior to the competition
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types of competitive advantage
* cost advantage
* differentiation advantage
* having higher profits than average
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product differentiation
where a product is different from its competition in some way e.g reputation, customer service, value for money, product features
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added value
the difference between the selling price and costs to create the product
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ways to add value
* design (unique features)
* production (quality, efficiency)
* marketing (brand differentiation)
* convenience
* packaging
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benefits of adding value
* can charge a higher price
* protection against competitors with lower prices
* customer loyalty