Analyse two reasons why there should be a close link between the marketing objectives of a business and its corporate objectives.

Business

IGCSE&ALevel

CAIE

Exam No：9609_w23_qp_12 Year：2023 Question No：6(a)

Answer:

3.1.1.1 marketing objectives

3.1.1.2 the link between marketing objectives and corporate objectives

3.1.2.1 the factors influencing the demand for and supply of the products of a business

3.1.2.2 interactions between demand, supply and price

3.1.3.1 how markets may differ: consumer and industrial markets; local, national and international markets

3.1.3.2 the difference between product orientation and customer (market) orientation

3.1.3.3 measurement of market share and market growth

3.1.3.4 the implications of changes in market share and market growth

3.1.4.1 the classification of products

3.1.4.2 how marketing might differ for consumer products (B2C – business to consumer) and industrial products (B2B – business to business)

3.1.5.1 the features of mass and niche markets

3.1.5.2 the advantages and disadvantages of mass marketing and niche marketing

3.1.6.1 methods of market segmentation: geographic, demographic and psychographic

3.1.6.2 the advantages and disadvantages of market segmentation

3.1.7.1 the aims of CRM

3.1.7.2 the costs and benefits of CRM

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