Marketing Management

What Marketing Management covers

Marketing management can be examined on any of the three papers. It runs from setting a marketing objective through the research used to understand a market, to segmentation and the marketing mix that reaches the customer.

The 13 subtopics

Each one has its own page. AQA AS Business students sit this topic in the first year.

• Why businesses set marketing objectivesSales volume and value, market size, market growth, sales growth and market share.Open →
• Brand loyalty and calculating the marketing measuresBrand loyalty as an objective, and the formulae for market share, sales growth and market growth.Open →
• Primary and secondary market researchThe strengths and limits of each, and the difference between qualitative and quantitative data.Open →
• Sampling methodsRandom, stratified and quota sampling, and the trade-offs between them.Open →
• Correlation, confidence intervals and extrapolationPositive and negative correlation, why correlation is not cause, confidence intervals and extrapolation.Open →
• Price and income elasticity of demandInterpreting PED and YED values, what elastic and inelastic mean, and how each informs a pricing decision.Open →
• Calculating market share, market growth and sales growthThe formulas for market share, market growth and sales growth, and the figures each calculation needs.Open →
• Segmentation and the bases for itDemographic, geographic, income and behavioural segmentation, and what targeting and positioning mean.Open →
• Niche and mass marketing, targeting and market mappingThe case for each approach, what shapes a targeting decision, and using a market map.Open →
• The elements of the marketing mixThe four Ps, and the people, process and physical environment added for services.Open →
• Product portfolio analysis and the Boston MatrixStars, cash cows, question marks and dogs, and the strategy each calls for.Open →
• The product life cycle and extension strategiesThe five stages, what marketing each needs, and how a life cycle can be extended.Open →
• Pricing, branding, place and the influences on the mixPenetration pricing and skimming, branding, distribution, digital marketing, and what shapes the mix.Open →

What you need to know

Answer each one before you reveal it.

Take Marketing Management further

The same content, four other ways.

Commonly confused

Pairs that lose marks when they are blurred together.

• Market orientation vs Product orientation

  Market orientation: decisions driven by identified customer needs. Product orientation: decisions driven by production strengths.

• Primary research vs Secondary research

  Primary research: new information gathered for a specific purpose. Secondary research: existing information gathered previously.

• Price skimming vs Penetration pricing

  Price skimming: a high launch price reduced over time. Penetration pricing: a low launch price used to gain market share.

Questions from this topic

Each one with the model answer underneath.

1. 1

   Why do businesses set marketing objectives in terms of providing direction?

   Model answer

   Marketing objectives provide direction and focus for marketing activities, enabling coordinated decision-making across the marketing function.

2. 2

   How do marketing objectives help a business assess whether its marketing strategies have been successful?

   Model answer

   Marketing objectives allow a business to measure performance and evaluate the success of marketing strategies against specific targets.

3. 3

   In what way can marketing objectives contribute to staff motivation?

   Model answer

   Marketing objectives help motivate staff by providing clear goals and a sense of purpose within the marketing team.

4. 4

   How do marketing objectives support coordination between marketing and other functional areas of a business?

   Model answer

   Marketing objectives facilitate coordination between marketing and other business functions by establishing shared targets that different departments can work towards together.

5. 5

   Define sales volume as a marketing objective.

   Model answer

   Sales volume is a marketing objective measuring the quantity of units sold over a given period.

6. 6

   What is meant by sales value as a marketing objective?

   Model answer

   Sales value is a marketing objective measuring the total revenue generated from sales, calculated as price multiplied by quantity sold.

What is inside Levo

Six ways to work the same material.

Marketing Management revision questions

Is Marketing Management examined at AS in AQA Business?

Yes. It sits in Papers 1, 2 and 3, which you take in the first year, so it is on the AS paper as well as counting towards the full A level.

What does Marketing Management cover in AQA AS-Level Business?

13 subtopics: why businesses set marketing objectives, brand loyalty and calculating the marketing measures, primary and secondary market research, sampling methods, correlation, confidence intervals and extrapolation, price and income elasticity of demand, calculating market share, market growth and sales growth, segmentation and the bases for it, niche and mass marketing, targeting and market mapping, the elements of the marketing mix, product portfolio analysis and the boston matrix, the product life cycle and extension strategies and pricing, branding, place and the influences on the mix. Each one has its own page with questions and model answers.

How is Marketing Management organised?

By the AQA 7132 specification, subtopic by subtopic, so it matches the order you are taught it in.