Unit 1: Marketing and People

Meeting Customer Needs (Page 2)

• The Market (Page 3)
• Market Research (Page 11)
• Market Positioning (Page 20)
• Demand (Page 31)
• Supply (Page 36)
• Markets (Page 41)
• Price Elasticity of Demand (PED) (Page 46)
• Income Elasticity of Demand (YED) (Page 52)

Marketing Mix and Strategy (Page 56)

• Marketing Objectives and Strategy (Page 57)
• Product/Service Design (Page 68)
• Promotion and Branding (Page 74)
• Pricing Strategies (Page 83)
• Distribution (Page 89)

Entrepreneurs and Leaders (Page 140)

• Role of an Entrepreneur (Page 141)
• Entrepreneurial Motives and Characteristics (Page 149)
• Business Objectives (Page 155)
• Business Choices (Page 162)

Managing People (Page 95)

• Approaches to Staffing (Page 96)
• Organisational Structures (Page 102)
• Effective Teams (Page 109)
• Leadership (Page 116)
• Recruitment and Selection (Page 123)
• Training and Development (Page 130)

Assessment Overview (Page 8)

• Details about the assessment structure for the “Marketing and People” unit.