Edexcel A Level Business Unit 1.1. Meeting customer needs, 3 lesson bundle

1.1.1
The market
a) Mass markets and niche markets:
o characteristics
o market size and market share
o brands
b) Dynamic markets:
o online retailing
o how markets change
o innovation and market growth
o adapting to change
c) How competition affects the market
d) The difference between risk and uncertainty
1.1.2
Market research
a) Product and market orientation
b) Primary and secondary market research data
(quantitative and qualitative) used to:
o identify and anticipate customer needs and wants
o quantify likely demand
o gain insight into consumer behaviour
c) Limitations of market research, sample size and bias
d) Use of ICT to support market research:
o websites
o social networking
o databases
e) Market segmentation
1.1.3
Market positioning
a) Market mapping
b) Competitive advantage of a product or service
c) The purpose of product differentiation