This topic area develops an understanding of the importance of the marketing function for business competitiveness. The significance of marketing orientation – the process of aligning a business to its operating environment, customers, other stakeholders and markets – is emphasized. An understanding of the principles and practices of marketing and their application to commercial and not-for-profit
organisations is considered. The relationship between marketing and other business functions such as operations management, finance and human resource management is also considered. The application of marketing concepts and methods to assist marketing and business decisions is explored. Central to the understanding of marketing is the objective of satisfying the needs and wants of customers through effective market research, applying an appropriate marketing mix and establishing an organisation with a strong customer focus.

AS Level Content —- Paper 1 & 2

Marketing>> What is marketing
>> Role of marketing
>> Supply & Demand
>> Features of markets
>> Industrial and consumer markets
>> Niche marketing vs mass marketing
>> Market Segmentation
Market Research>> Primary & Secondary research
>> methods of information gathering
>> sampling methods
>> Market research results
>> Cost effectiveness
The Marketing Mix>> Elements of marketing mix (4Ps)
>> The role of the customer (4Cs)
>> Product
>> Product life cycle
>> Types of pricing strategies
>> Price elasticity of demand
>> Promotion methods
>> Channels of distribution
>> Using the internet for the 4Ps and 4Cs
>> Consistency in the marketing mix

A Level Content

Marketing Planning>> Marketing Planning
>> Elasticity
>> Product development
>> Forecasting
>> Coordinated marketing mix
Globalisation>> Globalisation
>> Strategies for international marketing