Unit 4
Marketing
Select a topic to view notes, worked examples, and practice exercises. HL only content is clearly labelled throughout.
4.1
Introduction to Marketing
What marketing is, market share, market growth, product and market orientation.
4.2
Marketing Planning
Segmentation, targeting, positioning, niche vs mass markets, USP, and differentiation.
4.3
Sales Forecasting
Extrapolation, time series analysis, simple linear regression, and forecasting limitations.
HL only 4.4
Market Research
Primary and secondary research, qualitative vs quantitative, sampling methods, and ethics.
4.5a
Product
Product life cycle, extension strategies, BCG matrix, branding, and packaging.
4.5b
Price
Pricing strategies, price elasticity of demand, and how price fits the marketing mix.
4.5c
Promotion
ATL, BTL, TTL, social media marketing, and promotional objectives.
4.5d
Place
Distribution channels — zero-level, one-level, two-level, and factors affecting channel choice.
4.5e
People
Employee–customer relationships, cultural variation, and managing service staff.
4.5f
Processes
How service delivery works, and why the process is part of the product.
4.5g
Physical Evidence
The tangible cues that signal service quality before the service is experienced.
4.6
International Marketing
Opportunities and threats of international markets, entry methods, standardisation vs adaptation.
HL only