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GCSE Business · key term
The business function concerned with understanding and meeting customer needs, including through research, pricing and promotion.
Used by AQA and OCR
Paper 2
The business activities involved in identifying and satisfying customer needs and encouraging purchases.
Revise: Importance of Customer NeedsMarketing helps connect these two activities. It involves understanding customers, not just advertising to them after a product has been made.
Paper 1, Paper 2
Business activity that identifies and understands customer needs, helps the business satisfy them, and informs and persuades customers to buy its goods or services.
Revise: Purpose of MarketingMarketing is business activity that identifies and understands customer needs, helps the business satisfy them, and informs and persuades customers to buy its goods or services. It is much broader than advertising: deciding what customers would value comes before telling them about it.
Activities used to understand customer needs and help sell products, including market research and promotion.
When discussing the marketing mix, explain why a choice suits the customers rather than simply naming the four Ps.
Apply your explanation to the business in the question: identify what its customers value and how marketing could communicate that benefit.
Marketing is broader than advertising. Increased sales also do not guarantee increased profit, because marketing and supplying products involve costs.
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