AS Unit BS1 The Business Framework - Marketing

Section Title

Notes  

Past

Paper Questions

Activities

Marketing.

• What is marketing?

• Product orientation, market orientation and asset led marketing

Identifying and Anticipating Customer Needs and Wants

• What is market research?
• The nature, purpose and importance/benefits  of market research.
• Desk and field research. (primary/secondary).
• Distinguish between quantitative and qualitative research.

Market Segmentation

• The methods of market segmentation
• The reasons for market segmentation.

Market Share and Market Growth

• Measurement and importance of market share and market growth.

Mass marketing. Niche Marketing