1. Theme 1: Marketing & People
This theme enables students to understand how businesses identify opportunities and to explore how businesses focus on developing a competitive advantage through interacting with customers. Students develop an understanding of how businesses need to adapt their marketing to operate in a dynamic business environment. This theme also considers people, exploring how businesses recruit, train, organise and motivate employees, as well as the role of enterprising individuals and leaders.
1.3 Marketing mix and strategy
Subject content
1.3.5 Marketing strategy
What students need to learn:
a) The product life cycle
b) Extension strategies:
product
promotion
c) Boston Matrix and the product portfolio
d) Marketing strategies appropriate for different types of
market:
mass markets
niche markets
business to business (B2B) and business to
consumer (B2C) marketing
e) Consumer behaviour – how businesses develop
customer loyalty

2. What is it? Can you find an example?
Marketing strategy
What is it? Can you find an example?

3. Niche & Mass
How might the 4P’s differ depending on whether you are targeting a niche or mass market?

4. Types of markets
Industrial markets are where businesses are selling to other businesses; business to business (B2B)
The technical specification of the product and service provided by as sales person or account manager is likely to be more important than the brand

5. Consumer markets are where businesses are selling to the public, business to consumer (B2C)
The product and the price may be seen as of equal importance to the promotion but more important than place e.g. does it matter what channels the product went through to reach the consumer

7. Consumer behaviour
Business will want to understand consumer behaviour and build customer loyalty
This can be achieved using a range of methods including:
Do loyalty cards work?
How many loyalty cards do you have?
Are you loyal?