amazon.co.ukMarketing
A-Level Business Studies revision: Marketing. Learning objectives, key points, worked examples and practice questions across AQA, Edexcel, OCR, WJEC and CCEA.
📌 Key Points
Key Fact: Segmentation: geo (location), demo (age, gender, income), psycho (lifestyle, values), behavioural (usage, loyalty)
Key Fact: 7 Ps: Product (features, quality, branding), Price (strategies), Place (channels), Promotion (mix), People (service), Process (delivery), Physical evidence (tangibles)
Key Fact: Pricing: penetration (low, gain share), skimming (high, early adopters), psychological (GBP 9.99), competitive (match), cost-plus (markup), dynamic (real-time)
Key Fact: PLC: introduction, growth, maturity, decline; Extension: new markets, new uses, repositioning
Key Fact: Promotion: ATL (TV, radio), BTL (direct, PR, sales promotion), Digital (SEO, PPC, social, email)
Key Fact: Distribution: direct (manufacturer->consumer), indirect (wholesaler/retailer), omnichannel (integrated)
🎯 Learning Objectives
- Analyse market segmentation: geographic, demographic, psychographic, behavioural
- Apply the marketing mix (7 Ps): Product, Price, Place, Promotion, People, Process, Physical evidence
- Evaluate pricing strategies: penetration, skimming, psychological, competitive, cost-plus, dynamic
- Understand product life cycle and extension strategies
- Analyse promotion: above/below the line, digital marketing, promotional mix
- Evaluate place/distribution channels: direct, indirect, omnichannel
💡 Worked Example
Exam-Style Question
Question: A new energy drink targets 18-25 males. Propose segmentation, pricing, and promotion strategy
Model Answer:
Segmentation: demographic (18-25, male), psychographic (active, risk-takers), behavioural (gym-goers). Pricing: penetration (GBP 1.50) to gain share quickly. Promotion: social media influencers, gym sponsorships, sampling at events. Place: gyms, convenience stores, online subscription
❓ Practice Questions
Questions:
- Segment the electric car market
- Compare penetration vs skimming for new iPhone
- Design promotional mix for local bakery
- Evaluate omnichannel for fashion retailer
- Apply PLC to DVD players
🎬 Video Resources
- Marketing - Overview -- YouTube Search
- Marketing - Exam Questions -- YouTube Search
📄 Past Papers & Exam Resources
🔗 Further Reading & Resources
- Physics & Maths Tutor - Marketing -- Free notes, worksheets, and past paper questions by topic
- Dr Frost Maths - Marketing -- Free resources, slides, and interactive questions
- BBC Bitesize - Marketing -- BBC Bitesize revision resources
📚 Lesson Plan (50 minutes)
- Starter (5 min): Recall prior knowledge of marketing with quick questions.
- Teaching (15 min): Work through each of the learning objectives, explaining principles step by step.
- Key points review (5 min): Revisit the key points together, confirming understanding.
- Worked example (10 min): Model the example question: A new energy drink targets 18-25 males. Propose segmentation, pricing, and promotion strategy. Solution: Segmentation: demographic (18-25, male), psychographic (active, risk-takers), behavioural (gym-goers). Pricing: penetration (GBP 1.50) to gain share quickly. Promotion: social media influencers, gym sponsorships, sampling at events. Place: gyms, convenience stores, online subscription
- Practice (10 min): Students attempt the practice questions independently; circulate and support.
- Plenary (5 min): Review answers and address misconceptions.
🏠 Homework
- Segment the electric car market
- Compare penetration vs skimming for new iPhone
- Design promotional mix for local bakery
- Evaluate omnichannel for fashion retailer
- Apply PLC to DVD players
🧾 Assessment
Check practice answers against the model answer; use the built-in practice questions as formative assessment.