Marketing (A Level)

Revise Marketing (A Level) for Business 9609 (AS Level) — revision notes and instant AI marking.

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Cambridge International AS & A Level Business (9609)

Marketing (A Level)

The big idea: A Level marketing is quantitative and strategic: measure how demand responds, forecast sales, and plan the mix for new and global markets.

Summary — What This Chapter Covers

Elasticity: price, income and promotional elasticity of demand.
Product development and R&D.
Sales forecasting: four-period centred moving averages and qualitative methods.
Marketing strategy: marketing plans, international marketing and globalisation.

1. Marketing Analysis

Elasticity and forecasting

Measuring demand

PED = % change in quantity demanded ÷ % change in price. |PED| > 1: elastic (a price rise cuts revenue). YED = % change in quantity ÷ % change in income.

Worked Example

Price rises from $10 to $11 and sales fall from 1,000 to 850 units. Calculate PED and the effect on revenue.

Worked Example

Quarterly sales: 100, 120, 140, 110, 104, 128, 148, 116. Find the first centred moving average and the seasonal variation for quarter 3.

2. Marketing Strategy

Strategy

Plans and global markets

Memorise

PED

%ΔQ ÷ %ΔP

YED

%ΔQ ÷ %ΔY

Centred MA

Two 4-period totals ÷ 8

Global

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Marketing (A Level)