What this topic covers
Marketing has 4 subtopics:
- Identifying and understanding customers
- Segmentation
- The purpose and methods of market research
- The elements of the marketing mix: price, product, promotion and place (4Ps)
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GCSE AQA Business · Topic 5 of 6
Marketing – GCSE AQA Business revision notes
Choose a subtopic. Marketing covers Identifying and understanding customers, Segmentation, The purpose and methods of market research, and The elements of the marketing mix: price, product, promotion and place (4Ps) in GCSE AQA Business. 14 lessons in 4 subtopics.
Revise Marketing for GCSE AQA Business, including Identifying and understanding customers, Segmentation, and The purpose and methods of market research.
14
Lessons
4
Subtopics
Marketing lessons by subtopic
14 lessons, grouped by subtopic.
Identifying and understanding customers
- Why Understand Customers?: Explore the crucial reasons why businesses need to deeply understand their customers.
- The Marketing Mix and Customer Needs: Learn how identifying and satisfying customer needs helps businesses choose the correct marketing mix.
Segmentation
- Understanding Market Segmentation: An introduction to market segmentation and its different types: gender, age and location.
- Segmentation by Income: A look into segmentation by income.
The purpose and methods of market research
- Purpose of Market Research: Explore the reasons behind conducting market research and the types of information it can provide.
- Primary Market Research Methods: Analyse primary market research methods including questionnaires, surveys, interviews and focus groups
- Secondary Market Research Methods: Investigate secondary market research methods including internet research and printed press, considering their advantages and disadvantages.
The elements of the marketing mix: price, product, promotion and place (4Ps)
- Pricing Strategies and Influencing Factors (Part 1/2): Explore different pricing methods and the factors that influence pricing decisions.
- Pricing Strategies and Influencing Factors (Part 2/2): Explore different pricing methods and the factors that influence pricing decisions.
- Product Differentiation, Life Cycle, and Portfolio (Part 1/2): Learn about product differentiation strategies, the product life cycle stages, and managing a product portfolio.
- Product Differentiation, Life Cycle, and Portfolio (Part 2/2): Learn about product differentiation strategies, the product life cycle stages, and managing a product portfolio.
- Promotional Methods and Distribution Channels (Part 1/3): Examine various promotional methods, factors influencing the promotional mix, and different distribution channels including e-commerce.
- Promotional Methods and Distribution Channels (Part 2/3): Examine various promotional methods, factors influencing the promotional mix, and different distribution channels including e-commerce.
- Promotional Methods and Distribution Channels (Part 3/3): Examine various promotional methods, factors influencing the promotional mix, and different distribution channels including e-commerce.
More in this course
Go back to the full GCSE AQA Business topic list, or practise this topic with past-paper questions.
Frequently asked questions
What is Marketing?
Marketing covers Identifying and understanding customers, Segmentation, The purpose and methods of market research, and The elements of the marketing mix: price, product, promotion and place (4Ps) in GCSE AQA Business. 14 lessons in 4 subtopics.
What is the Boston Matrix?
The Boston Matrix analyses a product portfolio using market share and market growth rate. The Product Differentiation, Life Cycle, and Portfolio (Part 2/2) notes cover this in full.
What is market research?
Market research is the process of gathering, recording and analysing data about customers, competitors and the wider market environment. The Purpose of Market Research notes cover this in full.
What is price skimming?
Price skimming is setting a high initial price for a new or innovative product, then gradually reducing it as the product matures and competition increases. The Pricing Strategies and Influencing Factors (Part 1/2) notes cover this in full.
What is user-generated content?
User-generated content is content created by customers rather than the business, such as comments, shares and posts about a brand on social media. The Promotional Methods and Distribution Channels (Part 2/3) notes cover this in full.
What is market segmentation?
Market segmentation is dividing a total market into distinct groups of consumers who share similar characteristics, needs or behaviours, so a business can target each group more effectively. The Understanding Market Segmentation notes cover this in full.
What is advertising?
Advertising is a paid form of non-personal communication in which a business promotes its products or services through a chosen media channel to reach a target audience, such as a supermarket's television advert during peak evening viewing or a fashion brand's Instagram sponsored posts. The Promotional Methods and Distribution Channels (Part 1/3) notes cover this in full.
What is penetration pricing?
Penetration pricing is launching a product at a low price, often less than the market average, to win customers quickly and build market share, then gradually raising the price. The Pricing Strategies and Influencing Factors (Part 1/2) notes cover this in full.
What is a focus group?
A focus group is a qualitative research method in which a small group of people, typically 6 to 10, discuss a product, service, advertisement or idea in depth, guided by a facilitator. The Primary Market Research Methods notes cover this in full.