Marketing

AQA

GCSE

Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably. In the context of UK Business qualifications (GCSE and A-Level), this module explores how businesses understand their market through research and data analysis, and how they construct a marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) to achieve corporate objectives. It examines the tension between market-driven and product-driven strategies within dynamic global and domestic environments.

Objectives

Exam Tips

Pitfalls

Key Terms

Mark Points

Learning Objectives

What you need to know and understand

Market research
Market segmentation

Key Terminology

Essential terms to know

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Practice questions tailored to this topic

Marketing

Learning Objectives

Key Terminology

{"theme":"Market Research and Data Analysis","description":"The distinction between primary (field) and secondary (desk) research, and qualitative vs. quantitative data. It involves analyzing market size, share, and growth, often utilizing extrapolation and correlation."}

{"theme":"Segmentation, Targeting, and Positioning (STP)","description":"The strategic approach of dividing a market into distinct groups (demographic, geographic, psychographic), selecting specific segments to serve, and defining the brand's value proposition relative to competitors."}

{"theme":"Product Life Cycle and Portfolio Management","description":"Managing a product's journey from introduction to decline, utilizing extension strategies and portfolio analysis tools like the Boston Matrix to balance cash flow and investment."}

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