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GCSE Business Studies
Year 11 Scheme of Work
Unit 3 – Exam (extended answers)
Topic 3.1: Marketing
This topic is usually studied from the end of year 10 (July) until October half term. Students will be assessed throughout the topic, and will have an end of topic test to highlight any areas where further understanding or work is required.
What will I learn?
Marketing – What is the meaning of the term ‘marketing’?
Market Research – How is quantitative and qualitative research data collected? How can it be interpreted? How can research data be used to help decide on issues such as the appropriate marketing mix?
Product Trial and Repeat Purchase – What is the difference in ‘sales’ between product trial and repeat purchase? How can repeat purchase be maximised through customer loyalty?
Product Life Cycle – What are the four phases of the product life cycle? What is meant by extension strategies? How does cash flow change during the product life cycle? What is product portfolio analysis in general and the Boston Matrix in particular? How are the product life cycle and the Boston Matrix linked?
Branding and Differentiation – Why are brands important to successful product trial and repeat purchases? Why is there a need to differentiate a product or service from others, given the level of competition in a market?
Building a Successful Marketing Mix – Why is it important to manage a brand? How can a brand be managed through the four variables of the marketing mix: product, price, place and promotion?
Key Terms and Definitions
Key Term
Definition
Topic Area
Marketing
The management process that is responsible for anticipating, identifying and satisfying customer needs profitably.
Marketing
Market Research
The process of gaining information about customers, competitors and market trends through collecting primary and secondary data.
Marketing
Primary (or field) Research
The gathering of new information, called primary data, which has not been
Year 11 Scheme of Work
Unit 3 – Exam (extended answers)
Topic 3.1: Marketing
This topic is usually studied from the end of year 10 (July) until October half term. Students will be assessed throughout the topic, and will have an end of topic test to highlight any areas where further understanding or work is required.
What will I learn?
Marketing – What is the meaning of the term ‘marketing’?
Market Research – How is quantitative and qualitative research data collected? How can it be interpreted? How can research data be used to help decide on issues such as the appropriate marketing mix?
Product Trial and Repeat Purchase – What is the difference in ‘sales’ between product trial and repeat purchase? How can repeat purchase be maximised through customer loyalty?
Product Life Cycle – What are the four phases of the product life cycle? What is meant by extension strategies? How does cash flow change during the product life cycle? What is product portfolio analysis in general and the Boston Matrix in particular? How are the product life cycle and the Boston Matrix linked?
Branding and Differentiation – Why are brands important to successful product trial and repeat purchases? Why is there a need to differentiate a product or service from others, given the level of competition in a market?
Building a Successful Marketing Mix – Why is it important to manage a brand? How can a brand be managed through the four variables of the marketing mix: product, price, place and promotion?
Key Terms and Definitions
Key Term
Definition
Topic Area
Marketing
The management process that is responsible for anticipating, identifying and satisfying customer needs profitably.
Marketing
Market Research
The process of gaining information about customers, competitors and market trends through collecting primary and secondary data.
Marketing
Primary (or field) Research
The gathering of new information, called primary data, which has not been