Unit 1: Business Organisations & Environments

I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me and you can start adding your own content and make changes to the font. Feel free to drag and drop me anywhere you like on your page. I’m a great place for you to tell a story and let your users know a little more about you.

• Marketing goods and services

• Marketing orientations

• Social marketing

• Market share and market leadership

• Marketing for NPOs

• Evolution of marketing

• Marketing and the CUEGIS concepts

• Marketing plans and the marketing mix

• Target markets and market segments

• Niche and mass marketing

• Consumer profiles

• Perception mapping

• Unique Selling Point (USP)

• Differentiation from competitors

• Four part moving averages

• Sales trends

• seasonal, cyclical and random variation

• Primary market research methods

• Secondary market research methods

• Ethical considerations of market research

• Quantitative vs qualitative market research

• Sampling methods

• Data collection

• Product life cycle

• Product extension strategies

• Boston Consulting Group (BCG) matrix

• Brand awareness, development, loyalty and value

• Packaging

• Cost-based pricing (cost-plus pricing)

• Market-based pricing (penetration, skimming, psychological, price leadership, loss leader, price discrimination)

• Competition-based pricing (predatory, price leadership)

• Above-the-line promotion

• Below-the-line promotion

• Promotional mix

• Viral marketing

• Guerilla marketing