Coffee to growing more
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2 TGH are a public limited company which makes sports shoes (trainers). It makes
a variety of designs for the mass market. The mass market is for young people
who want fashionable sports shoes as well as those who play sport. The Directors
segment of customers who have a medical problem with their feet and need
recently decided to target a niche market which is for a particular market
b) Identify two examples of the different markets for TGH products.
c) Identify and explain two reasons why TGH sell to a niche market.
d) Identify and explain two advantages to TGH of segmenting the market
e) Do you think the Directors of TGH were right to target a niche market
or should they have stayed with just a mass market? Justify your answer.
specially designed shoes,
a) What is meant by a 'niche market'?
for sports shoes.
Revision checklist
In this chapter you have learned:
the role of marketing-identifying and satisfying customer needs as well as

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