4 - Marketing
- Syllabus
- 2026
- Section
- 4
- Level
- —
Exam analysis
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Recent 5 years
In this section
Topic 4.1
4.1 Market research
Objectives in this topic
4.1.1 Purpose of market research
The purpose of market research:
- to identify and understand customer needs
- to identify gaps in the market
- to reduce risk
- to inform business decisions.
4.1.2 Methods of market research
Methods of market research:
- primary research:
- survey
- questionnaire
- focus group
- observation
- test marketing
- secondary research:
- internet
- market reports
- government reports.
4.1.3 Use of data in market research
Use qualitative and quantitative market-research data, including averages, graphs and charts, to support business decisions. Understand the role of social media in collecting data and judge the reliability of market-research evidence.
Topic 4.2
4.2 The market
Objectives in this topic
4.2.1 Importance of marketing
Understand how marketing satisfies customer needs, builds relationships and loyalty, and uses market or product orientation, market-share calculation and analysis, and niche or mass marketing.
4.2.2 Responding to changes in the market
Responding to changes in the market:
- changing customer needs
- changing customer/consumer spending patterns
- increased competition.
4.2.3 Market segmentation
How businesses use market segmentation to target customers:
- identifying market segments:
- location
- demographics
- lifestyle
- income
- age.
Topic 4.3
4.3 The marketing mix
Objectives in this topic
4.3.1 Product
Product:
- development of a new product/service
- the difference between goods and services
- packaging and its importance
- product life cycle – main phases and extension strategies
- managing and reviewing the product portfolio (Boston matrix).
4.3.2 Price
Price:
- the main pricing strategies and when they might be applied:
- cost plus
- penetration
- competition
- skimming
- promotional.
4.3.3 Place – distribution channels
Place – distribution channels:
- methods of distribution
- retailers
- e-tailers (e-commerce).
4.3.4 Promotion
Promotion:
- promotion strategies for different market segments:
- advertising
- sponsorship
- product trials
- special offers
- branding
- above the line and below the line promotion techniques
- public relations – improving company image/brand
- the use of technology in promotion:
- targeted advertising online
- viral advertising via social media
- e-newsletters
- the importance of a brand.