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AQA A-Level Business – Theme 2: Marketing & Human
Resources
Part 1: Marketing (Theme 2)
1. What is Marketing?
Marketing = spotting, understanding & meeting customer needs.
Goals:
• Make money (increase revenue)
• Build loyal customers
• Stand out from competitors
2. Market Research
Primary research = you collect the info yourself
Examples → Surveys, interviews, focus groups
Secondary research = data already exists
Examples → Government stats, websites, reports
Tip:
• Quantitative = numbers
• Qualitative = opinions
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Method Advantage Disadvantage
Surveys Quick & cheap Can be biased
Focus groups In-depth info Small sample
Observation Real Doesn’t explain
behaviour why
3. Marketing Mix – 4Ps
1. Product = quality, brand, packaging
2. Price = cost-plus, penetration, skimming
3. Place = where to sell, e.g., online, shops
4. Promotion = ads, social media, sales
4. Market Segmentation
•Splitting customers into groups: age, income, location,
lifestyle
•Why: easier to target, spend money wisely, make better
products
5. Branding & CRM
• Strong brand → loyalty, higher price, trust
• CRM = Customer Relationship Management → track &
keep customers happy
2
AQA A-Level Business – Theme 2: Marketing & Human
Resources
Part 1: Marketing (Theme 2)
1. What is Marketing?
Marketing = spotting, understanding & meeting customer needs.
Goals:
• Make money (increase revenue)
• Build loyal customers
• Stand out from competitors
2. Market Research
Primary research = you collect the info yourself
Examples → Surveys, interviews, focus groups
Secondary research = data already exists
Examples → Government stats, websites, reports
Tip:
• Quantitative = numbers
• Qualitative = opinions
1
, 2
Method Advantage Disadvantage
Surveys Quick & cheap Can be biased
Focus groups In-depth info Small sample
Observation Real Doesn’t explain
behaviour why
3. Marketing Mix – 4Ps
1. Product = quality, brand, packaging
2. Price = cost-plus, penetration, skimming
3. Place = where to sell, e.g., online, shops
4. Promotion = ads, social media, sales
4. Market Segmentation
•Splitting customers into groups: age, income, location,
lifestyle
•Why: easier to target, spend money wisely, make better
products
5. Branding & CRM
• Strong brand → loyalty, higher price, trust
• CRM = Customer Relationship Management → track &
keep customers happy
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