4.1 The Role of Marketing

Assessment Objectives
Marketing and its relationship with other business functions	AO3
The marketing objectives of for-profit organisations and non-profit organisations	AO3

• Marketing Objectives – the role of marketing and marketing objectives.

Assessment Objectives
Market orientation versus product orientation	AO2

• Market and product orientation – a concise explanation of market vs product orientation and the tools of each.

• Differences Between Marketing Orientation & Production Orientation – distinguishing between market and product orientation in terms of focus, approach to customers, approach to advertising and stages of business.

• Q&A - Explain how a marketing orientation differs from a production orientation

Assessment Objectives
The differences between marketing of goods and marketing of services	AO2

• Product Vs. Service Marketing Challenges – a short article describing some of the differences between the marketing of goods versus services geared towards small businesses.

Assessment Objectives
The difference between commercial marketing, social marketing, and social media marketing	AO2

• Commercial vs Social – What’s the Difference? – a short blog post by a Senior Lecturer of Marketing at the University of Hull, distinguishing between commercial and social marketing.

Assessment Objectives
Characteristics of the market in which an organisation operates	AO1
Market share	AO4
The importance of market share and market leadership	AO3

• Chief Martin Winterkorn's Best Laid Plan for Volkswagen – a case study from Forbes India.

• Browser Market Share – market share information on browsers, operating systems, search engines and more.

Assessment Objectives
How marketing strategies evolve as a response to changes in customer preferences	AO3
How innovation, ethical considerations and cultural differences may influence marketing practices and strategies	AO3

• Seeking Gender Equality in LEGO World – a case study from CNN.