What you'll learn
How businesses identify and meet customer needs.
Key ideas
- The marketing mix (4Ps): product, price, place and promotion.
- Market research: primary and secondary; quantitative and qualitative.
- Market segmentation and targeting.
- The product life cycle and extension strategies.
Exam tips
- Link each P to the business context.
- Justify pricing and promotion choices.
Common mistakes
- Listing the 4Ps without applying them.
- Confusing primary and secondary research.