Paper 1 · Marketing and the Marketing Mix
Which of the following best describes niche marketing?
ASelling a standard product to the whole market without targeting a particular group.
BMass-producing goods to benefit from economies of scale.
CTargeting a small segment of a larger market with a product suited to that segment.
DUsing a broad, shotgun approach to reach as many customers as possible.
Explanation: Niche marketing identifies and exploits a small segment of a larger market, producing smaller quantities suited to that segment's needs. Mass marketing, by contrast, sells to the whole market without targeting one group, relies on mass production and economies of scale, and takes a broad shotgun approach.
Derived from ZIMSEC Business_studies Paper 1, November 2019, Q4
