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Unit 1: Marketing

Different marketing segments and contexts

Apply the extended marketing mix to different marketing segments and contexts

Consumer markets: fast-moving consumer goods, consumer durables, co-ordinated marketing mix to achieve objectives

Organisational markets: differences from consumer markets, adding value through service; industrial, non-profit making, government, re-seller

Services: nature and characteristics of service products — intangibility, ownership, inseparability, perishability, variability, heterogeneity — the 7Ps, strategies, service quality, elements of physical product marketing, tangible and intangible benefits

International markets: globalisation, standardisation versus adaptation, the EU, benefits and risks, market attractiveness, international marketing mix strategies

Suggested Reading

Marketing: Principles and Practice

Principles of Marketing

Principles and Practice of Marketing, 3rd Ed.

Principles of Marketing: European Edition

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Recommended Marketing Books

Marketing for Higher Awards (Second Edition) - Buy it - Excellent text book for those students undertaking the marketing unit. It includes the theory and relevant case studies for each topic area. Buy it from amazon.co.uk.

HNC/HND Business Core Unit 1: Marketing: Study Text (2000) - Buy it - Part of the HNC/HND business series, this text on marketing features a blend of topic coverage and practice opportunities with BTEC guidelines, key definitions, timed activities and assignments, and topics for class discussion. It is suitable for both classroom and individual study. Buy it from amazon.co.uk.

All content copyright © 2007 - 2013