Marketing (including the Markting Mix - 4P's, Legislation, Market Research and Legislation)

Here is a document full of revision notes for GCSE Business Studies. It includes everything needed for the marketing section. I hope this helps you to revise! Please rate and comment on how to improve :)

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  • Created by: I P B
  • Created on: 14-03-10 13:09

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Specification ­ What you need to know for this topic!
(Revision Notes Start on Next Page)


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Content Explanation of content

4.1 An understanding of the terms market,…

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below the line promotion techniques ­ an analysis of their role and in
what circumstances they might be applied. Techniques will include price
reductions, gifts, point of sale after sales, free samples, competitions
types of advertising ­ an understanding of persuasive and informative
advertising and an analysis of when they…

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The Market

Product/Market Orientated Business

A product orientated approach means the business develops products
based on what it is good at making or doing, rather than what a
customer wants. This approach is usually criticised because it often leads
to unsuccessful products - particularly in well-established markets.

A marketing orientated…

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Identifying ­ finding out by using marketing research about
current products, the possibility of new products, and about
current markets and possible new markets.
Anticipating (predicting) ­ analysing the data collected and using
the managers' skills to judge what might happen in these markets
and how the products might be…

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In which ways can their products be improved?
Does their promotion and packaging work to attract
Who are their competitors, and what do they produce?
Where do the products sell best?
How is the market changing?

Primary (Field) Research

Primary (Field) research involves the collection of primary data ­…

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Interviews might be used for primary research e.g. to find out whether a
member of the public like to product, such as soap powder, that had
been placed in their home for them to try out.

The interviewer will have a set of ready-prepared questions to ask the

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Points against focus groups
Customers may have their opinions changed by other members
of the group.
This will only be a small number of customers, who may not
reflect the views of the majority of the customers.
It may be difficult to find people prepared to give up time for…

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It only gives customers reactions; it does not give the reasons
for these reactions.

Product Sampling/Test Marketing

This is where samples of new products are offered, in a supermarket, for
example. The customers asked to taste or drink the product and then
answer questions about it.

Points for product sampling…

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Examples of Secondary Research Methods:
Own past data
Trade journals
Government statistics
Reports from research companies

Advantages of Secondary Research

The information is often based on much larger scale research
than would be possible by a single business.
The information is usually analysed by experts who understand

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For example, if a school was thinking of changing its uniform and wanted
the reaction of students, there would be no real point in asking ALL the
students at the school. A group of students would be questioned to
represent the views of all the other students. This is called…




Very comprehensive notes covering all aspects of marketing. Not interactive but good for revision or using to adapt into your own notes or revision aid.

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