Position (perception) maps

Unique selling point (US?) 353

Differentiation
Marketing planningand the CUEGIS concepts 361

4.3 Sales forecasting [HL Only] 365

Sales, trends and forecasting 355
Benefits of salesforecasting 37O
Limitations of sales forecasting 372
Sales forecasting and the CUEGIS concepts 373

4.4 Market research 375

The role of market research 375
Primary market research 375
Secondary research 379
Ethical considerations of market research 382
Qualitative and quantitative market research 383
Sampling methods 384
Results from data collection 386
Market research and the CUEGIS concepts 387

4.5 The four Ps (product, price, promotion, place) 390

Product in the marketing mix 39I
Product life cycle 392
Extension strategies and the product life cycle 394
Boston Consulting Group (BCG) matrix 396
Branding 393
Aspects of branding 400
Packaging 403
Product and the CUEGIS concepts 404
Price
Price and the CUEGIS concepts 412
Promotion 415
Above the line promotion 416
Belowthe line promotion 419
Promotional mix 422
Technology and promotion 426
Social media marketing 427
Guerrilla marketing 428
Promotion and the CUEGIS concepts 429
Place (distribution) 433
Channels of distribution 433
Place and the CUEGIS concepts 439

4.6 The extended marketing mix [HL Only] 442

The marketing of services 442
People 443
Processes 444
Physical evidence 445
The extended marketing mix and the CUEGIS concepts 446
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