The document discusses key aspects of marketing including branding, the marketing mix, and targeting specific customer needs. It defines branding as creating a name or symbol to identify a product and notes that brands help customers choose what to buy and know the price. The marketing mix is explained as the combination of product, price, place, and promotion, with each element supporting the others. The document also provides an example of how businesses can modify these elements to target different market segments.

2. • The action of selling and
promoting products or
services including
market research and
advertising.

3. • The marketing practise of
creating a name, symbol or
design that identifies a product
from other products.
• Brands help you as the customer
to chose what product to buy
and to know how expensive it is.
• For example you have different
soda brands to know which soda
is which and which soda’s you
like/dislike.

4. • The Marketing Mix is the
combination of the four elements;
product, price, place and promotion
for a business.
• No element is more important than
the other and each element
supports each other.
• Firms modify each element in the
marketing mix to establish an
overall brand image and unique
selling point that makes their
products stand out from the
competition.

5. • An exclusive brand of jewellery that
uses the best materials can be sold at
high prices and are promoted
through personal sales assistants.
Where as jewellery made with
cheaper materials is sold to the mass
market for cheaper prices and is
usually promoted through television
adverts.
• By identifying specific customer
needs a business can adjust the
features, appearance, price and
distribution method for a target
market segment.