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Transcript
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
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