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Higher National Unit specification General information for centres Unit title: Marketing: An Introduction Unit code: F7BX 34 Outcome 1 Explain the nature of marketing and its importance in organisations marketing concept the marketing environment market research and information segmentation and targeting Evidence Requirements Candidates will need to provide evidence to demonstrate their Knowledge and/or Skills by showing that they can: identify the key characteristics of the marketing concept explain an organisation’s micro and macro environment explain why market research and information is important to organisations provide two examples of how market research information is collected and used, consisting of one quantitative research technique and one qualitative research technique explain the importance and the process of segmentation and targeting in marketing Outcome 2 Explain marketing decisions for a product based and a service organisation Knowledge and/or Skills the marketing mix for products the marketing mix for services impact of changing market conditions on marketing decisions Evidence Requirements Candidates will need to provide evidence to demonstrate their Knowledge and/or Skills by showing that they can explain the role of the marketing mix. For a given situation, explain marketing theory in relation to: product mix decisions channels of distribution pricing methods the promotional mix the importance of people, process and physical evidence in the marketing of services how the marketing mix responds to changing market conditions HN Unit (F7BX 34): Marketing: An Introduction Document1