4.1 Introduction to Marketing (DP IB Business Management)

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  • What is a market?

    A market is any place where buyers and sellers meet to conclude a transaction.

  • What is the aim of marketing?

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

  • What are needs?

    Needs are considered to be essential, such as shelter or food.

  • Define the term wants.

    Wants are desires which are non-essential, even if consumers consider them to be essential, such as designer trainers or foreign holidays.

  • 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.

  • Define the term market orientation.

    Market orientation is an approach to marketing that focuses on the needs of consumers, using this information to design products that meet their needs.

  • Define the term niche market.

    Niche markets are where products are aimed at a clearly-defined subset of the larger market.

  • Define the term mass market.

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

  • What is a market segment?

    A market segment is a group of consumers who share similar characteristics, such as age, lifestyle, or income.

  • True or False?

    Niche markets typically have low average costs due to large-scale production.

    False.

    Niche markets typically have high average costs due to small-scale production.

  • Why do niche markets rarely remain small?

    Profitable niche markets rarely remain small for long as their potential attracts competition which increases sales volumes.

  • Define the term market share.

    Market share is the percentage of the whole market that the business sales of a product achieve.

  • State the equation used to calculate market share.

    Formula.

    Market space share space equals space fraction numerator Sales space of space straight a space business space or space product over denominator space Market space size end fraction cross times space 100

  • What does an increase in market share indicate?

    An increase in market share indicates that a business has made effective use of marketing strategies to increase sales and gain customers from competitors.

  • Define the term market growth.

    Market growth is the percentage increase in the overall size, value or volume of a market over a period of time.

  • State the formula used to calculate market growth.

    Formula.

    Market space growth space equals space fraction numerator This space year apostrophe straight s space market space sales space minus space Last space year apostrophe straight s space market space sales over denominator space Last space year apostrophe straight s space market space sales right parenthesis space end fraction cross times space 100

  • True or False?

    A negative market growth rate indicates an expanding market.

    False.

    A negative market growth rate indicates a contracting market.

  • Give one way used to measure market size?

    Common ways to measure market size include:

    • Sales volume

    • Sales revenue

    • Number of customers

  • Define the term sales volume.

    Sales volume is the number of products sold.

  • What is the formula used to calculate sales revenue?

    Formula.

    Sales space revenue space equals space Price space cross times space Quantity space sold

  • Give one reason for market growth.

    Reasons for market growth include:

    • Increased demand for products

    • Advances in technology

    • Population growth

    • Changes in tastes and preferences

    • Favourable economic conditions

    • Media attention