← Business Studies syllabus

SingaporeBusiness Studies

Marketing

5 dot points across 5 inquiry questions. Click any dot point for a focused answer with worked past exam questions where available.

How have the internet, social media and e-commerce changed the way businesses market and sell, and who wins or loses from the shift?

Explain how technology, the internet, social media and e-commerce affect the marketing mix, and analyse the benefits and drawbacks of selling online
A focused answer to the O-Level Business Studies outcome on technology and e-commerce. How the internet and social media reshape the marketing mix, the benefits and drawbacks of e-commerce, and the impact on different stakeholders.
9 min answer →

Why do businesses split their customers into groups, and how does choosing a target market shape everything they do?

Explain market segmentation, the main ways a market can be segmented, and the benefits and drawbacks of targeting a segment with a focused marketing mix
A focused answer to the O-Level Business Studies outcome on market segmentation. How markets are split by demographic, geographic, income and lifestyle factors, target marketing, niche versus mass markets, and the benefits and drawbacks.
8 min answer →

How does a business decide what to charge, and why does the best price depend on costs, competitors and customers all at once?

Explain the main pricing strategies a business can use, the factors that influence the price set, and how price links to the rest of the marketing mix
A focused answer to the O-Level Business Studies outcome on pricing. Cost-plus, competitive, penetration, skimming and promotional pricing, the factors that influence price, and how price interacts with the marketing mix.
9 min answer →

What is marketing actually for, and how does a business find out what its customers want before it spends money making products?

Explain the role of marketing, the difference between market-oriented and product-oriented businesses, and the purpose and methods of primary and secondary market research
A focused answer to the O-Level Business Studies outcome on marketing and research. The role of marketing, market-oriented versus product-oriented approaches, and primary and secondary market research methods and their reliability.
9 min answer →

How do the four ingredients of product, price, place and promotion work together to sell a product successfully?

Explain the four elements of the marketing mix (product, price, place and promotion) and how they must be combined and adapted to suit the product and the target market
A focused answer to the O-Level Business Studies outcome on the marketing mix. The four Ps - product, price, place and promotion - the product life cycle, and how the elements must be balanced and adapted to the target market.
9 min answer →