Business Management · Unit 4: Marketing
4.2 — Marketing planning
Business Management · SL / HL · syllabus-mapped notes
Role of marketing planning
A marketing plan sets objectives and the actions needed to achieve them.
Segmentation, targeting, positioning
Niche vs mass market
Niche marketing serves a small, specific segment; mass marketing targets the whole market.
USP and differentiation
A unique selling point sets a product apart; firms differentiate through product, service, price or brand.