ZIMSEC O Level · Business Enterprise Skills · Form 2, Form 3, Form 4
Marketing is identifying and satisfying customer needs profitably.
The marketing mix (4 Ps)
- Product: quality, design, packaging and branding.
- Price: cost-plus pricing, competitive pricing, penetration (low price to enter a market), skimming (high price for a new product).
- Place: where and how the product reaches customers – shop, market stall, delivery, online.
- Promotion: advertising (posters, radio, social media, WhatsApp status), sales promotions, personal selling and word of mouth.
Customer care
Being polite, listening, keeping promises, handling complaints well and giving after-sales service build loyal customers.
Branding and packaging
A strong name and logo help customers recognise products; packaging protects goods and attracts buyers.
Worked example: A product costs US$2.00 to make. The owner adds a 25% mark-up. Find the selling price.
Mark-up = 25% × 2.00 = 0.50 → selling price US$2.50
Digital marketing
Social media pages, WhatsApp catalogues and online stores reach many customers cheaply, but need regular updates and careful handling of reviews.
Exam tip: When asked to advise a business on marketing, apply each of the 4 Ps to that specific business.
Check yourself
- Explain penetration pricing.
- Give two methods of promotion for a small poultry project.
- A cake costs US$4 to make and sells for US$5. Find the mark-up percentage.
Show answers
- Setting a low price to attract customers when entering a market.
- Any two: WhatsApp/social media posts, posters, word of mouth, free samples, delivering to customers.
- 1 ÷ 4 × 100 = 25%
Questions about this topic (0)
No questions about this topic yet.
Sign in or create a free account to join in.