NEW Pearson Edexcel A Level International Business (133) 1 Marketing objectives
a) Marketing objectives
• increase market share
• increase revenue
• building a brand.
b) The product life cycle and extension strategies.
c) The Boston Matrix and the product portfolio.
d) The concept of ‘marketing mix’.
e) Marketing strategies appropriate for different types of market:
• mass markets
• niche markets
• business to business (B2B)
• business to consumer (B2C).
f) Consumer behaviour – how businesses develop customer loyalty.
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