Principles of Marketing Learning Aim A: Explore the role of marketing within businesses

PowerPoints and Worksheet for Learning Aim A: Explore the role of marketing within businesses

For Unit 9 Principles of Marketing - BTEC First Business -

Topics covered included:
Topic A.1 Principles of marketing
● Definition of marketing
● Why marketing is important to businesses, including how it is used to gain market
share, develop brand awareness, encourage customer loyalty
● How businesses use marketing, including:
o to understand customer needs
o to keep ahead of competitors
o to communicate effectively with the public
o to increase sales and profitability
● Understand the contribution of marketing to the achievement of corporate objectives
● Understand the use of SMART (specific, measurable, achievable, realistic, timebased) objectives within a marketing plan
Topic A.2 What is a market?
● Be able to identify types of market, including Business to Business (B2B) and
Business to Consumer (B2C)
● Understand the implications of the market targeted for the type of marketing activity
undertaken
● Understand the difference between:
o customer and consumer
o goods and services markets
o capital and consumer goods markets
● Be able to identify and define:
o niche and mass markets
o market and product orientated businesses
● Understand different types of business model including marketing, sales and
advertising
● Understand how orientation of a business affects its choice of marketing, sales or
advertising model
Topic A.3 Principles of branding
● Understand the importance of branding for a business in creating a distinctive
offering for a chosen market
● Understand the different dimensions of a distinctive brand, including the use of logos,
colours, symbols, images and celebrity endorsements
● Understand the benefits to a business of building brands, including extensions, value
and personalit