Author: Jim Riley Last updated: Sunday 23 September, 2012
tutor2u revision notes on marketing are designed to introduce
marketing by developing a basic understanding of the following key aspects
of the subject:
Marketing orientation – how
businesses position themselves to develop and deliver products and services.
Orientation is essentially about the attitude of a business towards marketing.
Market analysis and segmentation – how businesses analyse and define markets so that their marketing
is focused on the right customers and opportunities
Marketing research – how
businesses ensure that they understand the dynamics of their chosen markets
and the needs and wants of their target customers;
Marketing planning – how
businesses determine their marketing objectives and plan what needs to happen
to ensure that the marketing strategy is put into action
Marketing mix – about the
choices businesses to implement their marketing strategy
Marketing strategies – how
businesses choose between the different strategies available to implement
their marketing plans.
Many students are confused by the apparent complexity of marketing terms and
concepts. It is often hard to see the “wood for the trees”. However,
most examinations in marketing (including all those in “Business Studies”)
only really require you to understand the key concepts.
What is most important is that you are able to identify
when those concept apply and can demonstrate how to apply them.
By working through the revision resources available on tutor2u,
you should aim to be able to:
• Define and understand the key terms and concepts
used in marketing (you will find it helpful to refer often to our online glossary
to help you in this)
• Use the models presented to analyse
the markets available to a business and assess the impact of competitors;
• Understand and be able to apply the vital concept
of market segmentation;
• Understand the marketing mix, the
roles of each element and their limitations;
• Understand how marketing research can be carried out;
• Suggest alternative marketing strategies and explain their limitations
• Provide useful real-life examples to support your use of “theoretical” analysis