Unit 1: Marketing and People

Compare mass and niche markets, including characteristics, market size, market share and brands.

Explain dynamic markets, including online retailing, market change, innovation, market growth and adapting to change.

Explain how competition affects markets.

Distinguish risk from uncertainty in business decisions.

Use primary and secondary market research data, both quantitative and qualitative, to identify needs, estimate demand and understand consumer behaviour.

Evaluate surveys, questionnaires, focus groups, consumer panels, interviews, product trials and test marketing.

Use secondary sources such as websites, social media, newspapers, magazines, TV, radio, reports and databases.

Apply random, quota and stratified sampling methods.

Distinguish product orientation from market orientation.

Use market mapping to position businesses, brands or products.

Explain market segmentation and its use in targeting customers.

Explain competitive advantage for a product or service.

Explain the purpose of product differentiation.

Explain how businesses add value to products or services.

Analyse demand changes caused by substitute and complementary prices, incomes, tastes, marketing, demographics, shocks and seasonality.

Analyse supply changes caused by production costs, technology, indirect taxes, subsidies and external shocks.

Explain how demand and supply interact in a market.

Draw and interpret demand and supply diagrams to show causes and consequences of shifts.

Calculate price elasticity of demand.

Interpret numerical values of price elasticity of demand.

Explain factors that influence price elasticity of demand.

Evaluate the significance of price elasticity of demand for business pricing decisions.

Calculate and interpret the relationship between price elasticity of demand and total revenue.

Calculate income elasticity of demand.

Distinguish normal goods from inferior goods.

Interpret numerical values of income elasticity of demand.

Explain factors that influence income elasticity of demand.

Evaluate the significance of income elasticity of demand to businesses.

1.3.3.1aMarketing objectives

Analyse marketing objectives such as increasing market share, increasing revenue and building a brand.

1.3.3.1bProduct life cycle

Use the product life cycle and extension strategies.

1.3.3.1cBoston Matrix

Apply the Boston Matrix to a product portfolio.

1.3.3.1dMarketing mix concept

Explain the concept of the marketing mix.

1.3.3.1eMarketing strategy by market type

Evaluate marketing strategies for mass markets, niche markets, B2B and B2C contexts.

1.3.3.1fConsumer behaviour and loyalty

Explain how businesses use consumer behaviour to develop customer loyalty.

1.3.3.2aDesign mix

Analyse function, aesthetics and cost or economic manufacture in the design mix.

1.3.3.2bDesign mix and social trends

Evaluate changes to the design mix in response to resource depletion, waste minimisation, reuse, recycling and ethical sourcing.

1.3.3.3aTypes of promotion

Explain types of promotion.

1.3.3.3bTypes of branding

Explain types of branding.

1.3.3.3cBenefits of strong branding

Analyse added value, premium pricing and reduced price elasticity from strong branding.

1.3.3.3dBuilding a brand

Evaluate brand building through USPs, differentiation, advertising, sponsorship and social media.

1.3.3.3eBranding, promotion and social trends

Analyse viral marketing, social media and emotional branding as responses to social trends.

1.3.3.4aPricing strategies

Evaluate cost-plus, skimming, penetration, predatory, competitive and psychological pricing.

1.3.3.4bChoosing a pricing strategy

Assess how differentiation, PED, competition, brand strength, product life cycle stage, costs and profit needs affect pricing strategy.

1.3.3.4cPricing and social trends

Analyse changes in pricing caused by online sales and price comparison sites.

1.3.3.5aDistribution channels

Compare four-stage, three-stage and two-stage distribution channels.

1.3.3.5bChanges in distribution

Analyse changes in distribution methods.

Compare treating staff as an asset with treating staff as a cost.

Evaluate multi-skilling, part-time and temporary work, zero-hour contracts, flexible hours, home working and outsourcing.

Distinguish dismissal from redundancy.

Compare individual approaches with collective bargaining.

Explain recruitment and selection, including internal and external recruitment.

Analyse the costs of recruitment, selection and training.

Compare induction, on-the-job and off-the-job training.

Analyse hierarchy, chain of command, span of control, centralisation and decentralisation.

Compare tall, flat and matrix structures.

Assess the impact of organisational structures on business efficiency and employee motivation.

Explain the importance of employee motivation to a business.

Apply Taylor, Mayo, Maslow and Herzberg motivation theories.

Evaluate piecework, commission, bonus, profit share and performance-related pay.

Evaluate delegation, consultation, empowerment, team working, flexible working, job enrichment, job rotation and job enlargement.

Distinguish management from leadership.

Compare autocratic, paternalistic, democratic and laissez-faire leadership styles.

Analyse the difficulty of moving from entrepreneur to leader.

Explain the entrepreneur role in creating and setting up a business.

Explain the entrepreneur role in running, expanding and developing a business.

Explain innovation within a business through intrapreneurship.

Analyse barriers to entrepreneurship.

Explain how entrepreneurs anticipate risk and uncertainty in the business environment.

Identify characteristics and skills required by entrepreneurs.

Compare financial motives such as profit maximisation and satisficing with non-financial motives such as ethics, social entrepreneurship, independence and home working.

Explain survival as a business objective.

Explain profit maximisation as a business objective.

Analyse sales maximisation, market share, cost efficiency, employee welfare, customer satisfaction and social objectives.

Apply opportunity cost to business choices.

Analyse trade-offs in business choices.