Theme 1: Marketing and people

This section looks at how businesses attempt to meet the needs of customers. It explores the

nature of markets, competition in markets and how businesses react to changes in market

conditions. It also investigates the ways businesses research markets, including primary and

secondary research, different sampling methods and how the research data is used. Finally, the

ways in which businesses position their products in different markets, split markets into different

segments and differentiate their products from those of rivals are also addressed.