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Cambridge IGCSE Business Studies (0450) · 3 Marketing
Mini-Lesson

Marketing

This mini-lesson covers Cambridge Section 3 — Marketing: marketing and market research, segmentation, and the marketing mix (Product, Price, Place, Promotion) plus marketing strategy.

research &segmentationthe 4 Ps(mix)strategy identifying and satisfying customer needs profitably

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.

3.1 Marketing & research

Marketing & market research

Marketing identifies and satisfies customer needs profitably. Market research reduces risk:

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

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

Quick check

Primary or secondary?

?A company holds a focus group of ten customers to discuss a new product idea. What kind of research is this?
Calculate

Your turn — market share

1A brand sells $8m in a market worth $50m. Calculate its market share.
%
Hint: market share = (firm sales ÷ total market) × 100 = (8 ÷ 50) × 100.
3.2 Segmentation

Market segmentation

Segmentation splits a market into groups of similar customers so a business can target them:

  • by age, income, gender, location or lifestyle.

Benefits: more focused marketing, better-designed products, less wasted spending. A clearly defined target market guides the whole marketing mix.

Calculate

Your turn — % of a segment

2A survey of 400 customers finds 140 are aged under 25. Calculate the percentage in this segment.
%
Hint: (segment ÷ total) × 100 = (140 ÷ 400) × 100.
3.3 Marketing mix

The marketing mix — the 4 Ps

The marketing mix combines four elements to sell a product successfully:

Product · Price · Place · Promotion
  • Product — features, design, the product life cycle.
  • Price — cost-plus, penetration, skimming, competitive.
  • Place — channels: retailers, wholesalers, e-commerce.
  • Promotion — advertising, sales promotion, branding.
Sort it

Which 'P' of the marketing mix?

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

🏷️ Price

🛒 Place

📢 Promotion

Calculate

Your turn — cost-plus price

3A product costs $20 to make. A 45% mark-up is added. Calculate the selling price.
$
Hint: price = cost × (1 + mark-up) = 20 × 1.45.
3.4 Marketing strategy

Pricing & marketing strategy

Pricing strategies:

  • Penetration — low launch price to win share.
  • Skimming — high launch price on a new product.
  • Competitive — in line with rivals.
  • Cost-plus — mark-up on unit cost.

Consistency: the 4 Ps must fit the target market. Cambridge also expects awareness of e-commerce and marketing to different markets/countries (legal, cultural, language issues).

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 — total revenue

4A firm sells 2,500 units at $18 each. Calculate the total sales revenue.
$
Hint: total revenue = price × quantity = 18 × 2,500.
Calculate

Your turn — sale price

5An item priced at $60 is reduced by 20% in a promotion. Calculate the new price.
$
Hint: new price = 60 × (1 − 0.20) = 60 × 0.80.
Quick check

Which pricing for a new tech product?

?A firm launches an innovative gadget with no rivals and wants high profit from keen early buyers before lowering the price. Which strategy fits?
Quick check

Selling in another country

?A firm expands its marketing into a new country. Which factor must it most carefully consider?
Recap

The big ideas to know

Research: primary vs secondary, quantitative vs qualitative; market share = (firm ÷ market) × 100

Segmentation: by age, income, location, lifestyle → a target market

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

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

Strategy: keep the 4 Ps consistent; e-commerce and marketing across countries

You've covered Cambridge Section 3 — Marketing. Press Finish to see your score.

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Mini-lesson complete!

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