3.1 The Nature of Marketing

Cambridge AS Level Business Studies — 9609

2026 📋 Syllabus Objectives

By the end of this subtopic, you should be able to understand and explain:

  1. Marketing objectives
  2. The link between marketing objectives and corporate objectives
  3. The factors influencing the demand for and supply of the products of a business
  4. Interactions between demand, supply and price
  5. How markets may differ: consumer and industrial markets; local, national and international markets
  6. The difference between product orientation and customer (market) orientation
  7. Measurement of market share and market growth
  8. The implications of changes in market share and market growth
  9. The classification of products
  10. How marketing might differ for consumer products (B2C) and industrial products (B2B)
  11. The features of mass and niche markets
  12. The advantages and disadvantages of mass marketing and niche marketing
  13. Methods of market segmentation: geographic, demographic and psychographic
  14. The advantages and disadvantages of market segmentation
  15. The aims of CRM
  16. The costs and benefits of CRM

1. Marketing Objectives

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Marketing objectives are clear, measurable targets that guide a business's marketing efforts. Think of them as goals that the marketing team works towards. Without them, a business would just be spending money on advertising with no clear purpose.

Marketing objectives can help a business in several important ways:

  • Give direction — Every team member knows exactly what to aim for, so campaigns are focused and purposeful rather than random.
  • Allow measurement and learning — After a campaign, the business can compare actual results with the target and improve next time.
  • Help win budget and support — When objectives are clear and backed by data, senior managers and investors are more willing to approve spending and employees feel more motivated.

Common Examples of Marketing Objectives

FocusWhat it meansExample
Sales volumeThe number of units soldA bakery targets selling 5,000 loaves per month
Sales valueThe total money earned from salesA pizza chain targets £2 million in revenue by next year
Sales growthThe percentage increase in sales over timeA coffee shop aims for 8% more sales each year
Market shareThe portion of the total market a business controlsA phone brand targets holding 20% of smartphone sales
Brand loyaltyThe proportion of customers who keep buying from youA sportswear brand aims to grow its loyalty programme membership
Market growthThe increase in the overall size of the whole marketA plant-based food brand aims to grow the vegan market

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