Part A: The Concept and Process of Marketing
Markets and Marketing
- Marketing issues
- The marketing mix
- Marketing management
- Marketing and society
The Marketing Process: Strategy and Planning
- Marketing strategy
- Marketing planning and strategy
- Marketing audit
- Environmental scanning
- Strategy formulation
- Marketing segmentation: introduction
- The marketing plan
Customer Focus: Cost and Benefits
- Identifying the customer
- Building customer care relationships
- The quality movement
- Quality and customers
Part B: Segmentation, Targeting and Positioning
The Marketing Environment
- Marketing and the business environment
- The economic environment
- Social and cultural factors
- Political and legal aspects
- Technological issues
- Consumer rights
- The green movement
- Green marketing
Customers, Buyers, Clients and Consumers
- Customers, buyers, clients or consumers
- Consumer buying behaviour
- Influences on buying behaviour
- Social factors
- Personal factors
- Psychological factors
- Models of buying behaviour
- Organisational buying behaviour
Marketing Segmentation and Positioning
- Market segmentation
- Segmenting consumer markets
- Social status and social class
- Family life cycle
- Psychographics and culture
- Segmenting industrial markets
- Positioning products and brands
Part C: The Extended Marketing Mix
Product
- Reviewing the product
- The product life cycle (PLC)
- Product range and portfolio
- Branding
- The Ansoff growth matrix
New Product Development
- The NPD process
- Risks of new product development
- Screening new product ideas
- New product adoption
- Other issues
Place: The Importance Distribution
- Place
- What are distribution channels?
- Points in the chain of distribution
- Selection of distribution channel
- Distribution
- Physical distribution
- Just in time (JIT)
Pricing
- The importance of price
- Pricing policy and the marketing mix
- Price expectations
- Pricing strategy
- Approaches to pricing
- Competitive advantage
Pricing for Costs, Sales and Profit
- Breakeven analysis
- Cost based approach to pricing
- Demand based approaches
- Other aspects of pricing
Promotion
- Promotion and communicating with customers
- Integrated marketing communication
- Advertising
- Successful advertising
- Media
- Planning an advertising campaign
- Branding
- The role of sales promotion
- Public Relations (PR)
Selling and Direct Marketing
- Personal selling
- Communicating with major purchasing influencers
- Direct marketing
- Acquisition and retention of customers
- Fulfilment
Part D: Marketing Segments and Contexts
Types of Market
- Definitions
- Consumer markets
- Business-to-business marketing
- Charity and not-for-profit marketing
- Other markets
Services Marketing
- Characteristics of services marketing
- The extended marketing mix for services
- The importance of people
- Service quality
International Markets
- International marketing opportunities – benefits and risks
- Market attractiveness
- International marketing environment
- Regional trade alliances and markets
- Product
- Place
- Price
- Promotion
Example Candidate Response Booklet
Example Candidate Response (ECR) Booklets are a source of crucial information for Centres and Candidates as they use real candidate responses. We ask Senior Examiners to comment on five or more responses in terms of why the mark was awarded with commentary about how to improve the answer (if necessary).
