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18 Pages Topic Notes Year Uploaded: 2020

Unit 2 AOS2 Business Management the relationship between marketing, establishing a customer base and business objectives • external (macro and operating) and internal environment factors affecting the establishment of a customer base and brand identity • market research practices such as data collection techniques, analysis and interpretation • target market attributes such as market dimensions, segments, consumer trends and behaviour • the 7Ps model of marketing: product, price, place, promotion, people, physical evidence and process • the product life cycle: introduction, growth, maturity, decline, extension, and the relationship between each of these stages and the choice of marketing strategy • the features and value of customer relations strategies such as providing quality customer service and establishing customer loyalty programs • an overview of public relations and its relationship to business objectives • public relations strategies such as planned and crisis public relations, the importance of maintaining a positive relationship with the customer base and the implications if this relationship is not maintained • corporate social responsibility management issues regarding establishing a customer base, such as green

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