This chapter introduces the central role of marketing in identifying and meeting customer needs. Students learn how businesses conduct market research, analyze market data, and use insights to shape product development and promotional strategies. The chapter emphasizes marketing’s role as a bridge between a business and its customers.
Students also explore the marketing mix—product, price, place, and promotion—which forms the core structure of many marketing decisions. Each element is discussed with practical examples to show how businesses design suitable strategies for different competitive environments. Market segmentation and targeting are also introduced, helping students understand how companies appeal to specific groups.
The chapter concludes by examining the dynamic nature of markets and how consumer behavior changes over time. Students learn how trends, competition, and technological developments influence marketing strategies. This foundational knowledge prepares them for more analytical and strategic marketing topics in the A Level course.
