Unit 3: Marketing
Unit 3: Marketing
This section starts with the role of marketing and the difference between niche and mass markets, as well as how businesses use market segmentation to identify their target market. The section then analyses how firms use market research and the role that market research plays in the success of any business. The section also focusses on the four elements of the marketing mix - product, place, price and promotion. The section concludes with some of the marketing strategies used by businesses.
This unit contains changes for the new syllabus which are explained on the relevant page. The new syllabus begins in summer 2025, with the first exams scheduled for May 2027.
Direct links to the pages in this section can be accessed at:
Unit 3.1: Marketing, competition and the customer
This page covers units 3.1.1 the role of marketing and 3.1.2 market changes and covers the following areas of the syllabus identifying and satisfying customer needs and finishes with the question why...
Unit 3.1: Concepts of niche marketing and mass marketing
This page covers units 3.1.3 niche markets and mass marketing and 3.1.4 market segmentation and covers the following areas of the syllabus: the benefits and limitations of niche and mass marketing; how...
Unit 3.2: Market research
This page focus' on the role of market research and methods used to collect that research, including primary and secondary research - the benefits and limitations of each plus the need for sampling.
Unit 3.2: Analysing market research
This page addresses the different factors that influence the accuracy of market research data, followed by how businesses then analyse market research data in the form of graphs, charts and diagrams.
Unit 3.3: Marketing mix - product
This page looks at the marketing mix or the 4 Ps of marketing, with a focus on the first element of the mix, product. Lesson time: 130 minutesLesson objectives: In this lesson students will learn about...
Unit 3.3: Marketing mix - price
This page looks at the marketing mix or the 4 Ps of marketing, with a focus on the second element of the mix, price. Lesson time: 120 minutes (should be completed in two separate lesson periods)
Unit 3.3: Place – distribution channels
This page looks at the marketing mix or the 4 Ps of marketing, with a focus on the third element of the mix, place or distribution channels, including electronic methods of distribution (e-commerce).
Unit 3.3: Technology and the marketing mix
This lesson focuses on the concept of technology and the marketing mix, specifically the growth of e-commerce. Lesson time: 35 minutesIn this lesson students will learn to define and explain the concept...
Unit 3.3: Promotion
This page looks at the marketing mix or the 4 Ps of marketing, with a focus on the final element of the mix, promotion. Lesson time: 140 minutesLesson objectives: This page addresses the final component...
Unit 3.3: Case study
This question is based on a paper one style question and can be completed in 40 minutes, making it a suitable as a homework or class exercise.In 2023 a set of friends met for dinner and left with an amazing...
Unit 3.4: Marketing strategy
This page focus' on different marketing strategies and which is the most appropriate to a given situation. Lesson time: 70 minutesIn this lesson learners will learn the importance of different elements...
Unit 3.4: Legal controls on marketing
This lesson will also examine the nature and impact of legal controls related to marketing and finally, opportunities for businesses.Lesson time: 40 minutesIn this lesson learners will examine the impact...
Unit 3.4: Entering new overseas markets
This page focus' on some of the benefits that may be obtained by exploring new markets in other countries as well as the challenges of entering foreign markets, e.g. cultural differences and lack of knowledge.
Unit 3: Revision terms
This page contains revision terms for unit 3, Marketing.The revision sheet is available as a PDF file at: Revision terms
Unit 3 Multiple choice questions
This page contains a multiple-choice question on unit 3, marketing.The questions on this page are available as a PDF file at: Unit 3
Unit 3: Multiple choice quiz II
This page contains a multiple-choice question on unit 3, marketing. The questions on this page are available as a PDF file at: Questions
Selected Pages
Unit 3: Marketing
Unit 3.3: Place revision questions
Q1Fill in the gapsIn the marketing mix, “place” refers to how a product gets from the ___________________to the customer....
Unit 3: Marketing
Unit 3.3: Product revision questions
Q1Fill in the gapsDeciding which product to sell is a very important decision that every business will need to make. Businesses...
Unit 3: Marketing
Unit 3.3: Promotion revision questions
Q1Fill in the gapsPromotion is the way a business communicates a _________________ with its existing and ____________________...
Unit 3: Marketing
Unit 3.3: Pricing strategy questions
Q1Fill in the gapsThere are many _____________________ that influence the price a business sets for its goods or services,...
Unit 3: Marketing
Unit 3.2: Market research revision questions
Q1Fill in the gapsMarket research is used by businesses to find out information about the __________________ in which it...
Unit 3: Marketing
Unit 3.1: Identifying and understanding customers questions
Fill in the gapsIdentifying customer ________________ and wants is very important to a business, as by doing this successfully...