← Back to subjects
⭐ 0
AQA GCSE Business (8132) · 5 Marketing
Mini-Lesson

Marketing

This mini-lesson covers AQA Topic 5 — Marketing: market research, market segmentation, and the marketing mix — the 4 Ps: Product, Price, Place and Promotion.

research &segmentationthe 4 Ps(marketing mix)product& price getting the right product to the right customer

Work through each screen, answer the questions as you go (some are wordy, some are calculations) and collect ⭐ stars. Press Start when you're ready.

Market research

Market research

Market research gathers information about customers and competitors to reduce risk.

  • Primary research — new, first-hand data (surveys, interviews, focus groups). Specific but costly and slow.
  • Secondary research — existing data (government reports, internet). Cheap and quick, but less specific.
  • Quantitative = numbers; qualitative = opinions and reasons.

Segmentation: splitting the market into groups (by age, income, location, lifestyle) so a business can target the right customers.

Quick check

Primary or secondary?

?A café runs its own customer survey to find out which new drinks people want. What kind of research is this?
Calculate

Your turn — market share

1A brand sells £4m of drinks in a market worth £25m in total. Calculate the brand's market share.
%
Hint: market share = (firm's sales ÷ total market sales) × 100 = (4 ÷ 25) × 100.
Marketing mix

The marketing mix — the 4 Ps

The marketing mix is how a business combines 4 Ps to sell a product successfully:

Product · Price · Place · Promotioneach P must fit the others and the target customer
  • Product — features, quality, design; the product life cycle from launch to decline.
  • Price — how much to charge and the pricing strategy.
  • Place — where and how it is sold (shops, online, wholesalers).
  • Promotion — how customers are told about it (advertising, offers, social media).
Sort it

Which 'P' of the marketing mix?

Tap a decision, then the 'P' of the marketing mix it belongs to.

🏷️ Price

🛒 Place

📢 Promotion

Quick check

Which P?

?A business decides to sell its product through both its own website and high-street shops. Which element of the marketing mix is this decision about?
Price

Pricing strategies

Common pricing strategies:

  • Penetration pricing — a low launch price to win market share, then rise later.
  • Price skimming — a high launch price for a new/innovative product, then lower it.
  • Competitive pricing — pricing in line with rivals.
  • Cost-plus pricing — add a percentage mark-up to the unit cost.
cost-plus price = unit cost × (1 + mark-up)e.g. £10 cost + 50% mark-up = £15
Calculate

Your turn — cost-plus price

2A product costs £20 to make. The business adds a 40% mark-up. Calculate the selling price.
£
Hint: price = cost × (1 + mark-up) = 20 × 1.40.
Calculate

Your turn — total revenue

3A firm sells 3,000 units at £12 each. Calculate the total sales revenue.
£
Hint: total revenue = price × quantity = 12 × 3,000.
Promotion & place

Promotion & place

Promotion raises awareness and persuades customers: advertising, sales promotions (discounts, BOGOF), sponsorship, social media and public relations.

Place is how the product reaches the customer — direct (own shop or website) or through intermediaries (wholesalers and retailers). E-commerce lets even small firms sell nationally.

Exam tip: the 4 Ps must be consistent. A premium product needs a premium price, selective place and quality promotion — a cheap discount campaign would confuse customers.

Match it

Match the strategy to its meaning

Tap a statement on the left, then the correct term on the right.

Statement
Answer
Calculate

Your turn — sale price

4A jacket is priced at £80. In a sale it is reduced by 25%. Calculate the new price.
£
Hint: new price = 80 × (1 − 0.25) = 80 × 0.75.
Calculate

Your turn — % rise in sales

5After an ad campaign, weekly sales rise from 2,000 to 2,500 units. Calculate the percentage increase.
%
Hint: % change = (change ÷ original) × 100 = (500 ÷ 2,000) × 100.
Quick check

Best strategy for a new gadget?

?A firm launches a cutting-edge gadget with no direct rivals and wants to earn high profit from early adopters before lowering the price. Which pricing strategy fits best?
Recap

The big ideas to know

Research: primary (new) vs secondary (existing); quantitative vs qualitative; segmentation

Market share = (firm's sales ÷ total market) × 100

Marketing mix = 4 Ps: Product · Price · Place · Promotion

Pricing: penetration, skimming, competitive, cost-plus (price = cost × (1 + mark-up))

Consistency: the 4 Ps must work together for the target customer

You've covered AQA Topic 5 — Marketing. Press Finish to see your score.

🏆

Mini-lesson complete!

⭐⭐⭐

You've worked through Marketing for AQA GCSE Business. 🎉

Your stars: 0 / 0

Next: test yourself in the Evaluate stage Confidence Quiz, then lock it in with Verify.

📣 Smashed it? Share your score

Challenge a mate to beat your stars, or show a parent how you got on.

→ Back to all subjects