CAMBRIDGE INTERNATIONAL AS & A LEVEL BUSINESS
Topic worksheet 17.1
What is marketing?
Find the example
Cambridge International AS & A Level Business – Chalk & Malpas © Cambridge University Press 2021
Global
National
Consumer products
Industrial products
Local
B2C (business to
consumer)
B2B (business to
business)
Niche market
Mass market
You should do research to find examples of products or businesses that operate in each market at local,
national and global level. Write these examples into the table below. You should try to have at least two
examples in each section of the table.
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CAMBRIDGE INTERNATIONAL AS & A LEVEL BUSINESS
Topic development questions
1
Choose one firm you have identified as operating in the B2B (industrial products) market and identify
two features of this market. Explain your answer and use your research to provide relevant examples.
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2
Choose one firm you have identified as operating in the B2C (consumer products) market and identify
two difficulties they may face in this market. Explain your answer and use your research to provide
relevant examples.
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3
Do you think operating in a mass market is better than operating in a niche market for a firm? Justify your
opinion and use your research to provide relevant examples.
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Cambridge International AS & A Level Business – Chalk & Malpas © Cambridge University Press 2021
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