Basic Marketing overview: N(T)-Level Elements of Business Skills (SEAB 7066) on what marketing is, market research, the four Ps of the marketing mix, and sales promotion methods

Why this module matters

Basic Marketing sits at the heart of N(T)-Level Elements of Business Skills (SEAB 7066), because the whole course is about understanding customers and serving them well. Marketing is how a business finds out what customers want and then designs, prices, places and promotes a product to meet those wants and make a profit. In the retail, hospitality and tourism settings this course uses, good marketing is what brings customers through the door.

This guide ties together the matching dot-point pages, each with its own examples and practice. See the whole syllabus at /sg-n-level/elements-of-business-skills/syllabus and the subject hub at /sg-n-level/elements-of-business-skills.

What is marketing

The module begins with what is marketing: marketing is everything a business does to find out, satisfy and keep its customers profitably. It covers the difference between needs and wants and why a business that understands its customers sells more than one that simply makes what it likes and hopes it sells.

Market research basics

To meet customer wants, a business must first find out what they are. Market research basics explains what market research is, the difference between primary research (new data from surveys, interviews and observation) and secondary research (data that already exists), and simple methods a small business can use.

The marketing mix

The core of the module is the marketing mix: the four Ps of product, price, place and promotion. The guide shows what each P means and, importantly, how they must work together. A premium product, for example, needs a higher price, a smart location and image-based promotion to match.

Sales promotion methods

Finally, sales promotion methods describes common ways to promote a product - advertising, special offers, attractive displays and social media - and explains how a business chooses a method to suit its budget and its target customers.

How this module is examined

Elements of Business Skills (SEAB 7066) is assessed by Paper 1, a written paper worth 60%, made of short-response and structured questions, and Paper 2, school-based coursework worth 40% that involves research and making recommendations. Marketing is one of the most application-heavy parts of the course, so it features strongly in both: Paper 1 asks you to apply marketing ideas to a given firm, and the coursework often asks you to research a product or service and recommend a marketing approach.

• Apply the mix to the product. When asked about the four Ps, tailor each P to the specific product and customer in the question, not in general.
• Pick a research method and justify it. Say whether primary or secondary research fits the situation and why.
• Match the promotion to the budget. A small shop cannot afford television advertising; suggest low-cost methods such as displays, special offers and social media.

Check your knowledge

A mix of recall and application questions covering the module. Try them before checking the solutions.

1. State what marketing is in one sentence. (2 marks)
2. Name the four Ps of the marketing mix. (4 marks)
3. State one advantage and one disadvantage of primary market research. (2 marks)
4. A small bubble-tea shop has a low budget. Recommend two suitable ways to promote it and explain why. (4 marks)
5. Explain why the four Ps must fit together, using an example. (3 marks)