IB Diploma · Business Studies · Chapter 22

Ch 22 4.1 Introduction to marketing: complete notes

Neat, exam-ready notebook-style notes for Ch 22 4.1 Introduction to marketing, following the IB Diploma syllabus, SL and HL. This chapter is part of the complete Business Management Notes for IB Diploma Students (SL and HL): All 36 Topics.

Free preview: Ch 22 4.1 Introduction to marketing notes

A quick look at the chapter from our IB Diploma Business Studies notes. The full chapter notes have the detailed explanations, diagrams and practice questions with answers.

Topics in this chapter

1. What you must be able to do
2. What marketing does AO2
3. Applying the two orientations AO2
4. When may a product orientation make sense?
5. Questions to ask about a case
6. Market share AO2 AO4
7. What affects market share?
8. Market growth AO2 AO4
9. Using share and growth data in marketing decisions AO2 AO4
10. The importance of market share and market leadership AO3
11. Business management tools in this topic

“I can” checklist: what you must be able to do

• I can distinguish market orientation from product orientation and apply both to a case.
• I can evaluate the advantages and limitations of each orientation.
• I can calculate market share by value and by volume.
• I can calculate market growth and compare it with a firm's growth.
• I can calculate relative market share and place a product in the BCG matrix.
• HL: I can evaluate the importance of market share and market leadership.
• I can use Ansoff, SWOT, STEEPLE, BCG and descriptive statistics in this topic.
• I can write an AO2 explanation and an AO3 evaluation with a judgement for a marketing case.

What is inside the full chapter notes

• Concept notes with 9 worked examples (all numbers computed)
• A pie chart of market shares, a market-size chart and a BCG diagram
• Tool boxes (Ansoff, STEEPLE, BCG, SWOT, descriptive statistics)
• Common mistakes and a "How to score" command-term box
• 12 Quick-check questions A-D, explained
• Paper 1 style case with mark scheme and a 10-mark question
• Paper 2 style quantitative question with HL extension
• Quick reference and "I can" checklist

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What you get in the pack

• All 36 topics of IB Diploma Business Management for students taking Standard Level or Higher Level (first assessment 2024): what a business is, business entities, objectives, stakeholders, growth, multinationals, human resource management, organizational structure, leadership, motivation, culture, communication, industrial relations, sources of finance, costs and revenues, final accounts, ratio analysis, cash flow, investment appraisal, budgets, marketing planning, sales forecasting, market research, the seven Ps, international marketing, operations methods, lean production, location, break-even analysis, crisis management, research and development, management information systems
• Every syllabus statement covered in order, each marked SL or HL, with clear notes, tables and diagrams drawn for these notes
• Worked examples in every topic: calculations and model answers that show how to earn the marks
• Quick-check multiple-choice questions with explained answers, plus original Paper 1 (case study), Paper 2 (quantitative) and, for HL, Paper 3 (social enterprise) style questions with full mark schemes (no past-paper reprints)
• Common mistakes and a how-to-score command-term guide for every topic
• Quick-reference sheet and an "I can" checklist at the end of every topic
• Colour PDF and a black and white copy of every chapter for printing
• Independent notes for IB Diploma students; not endorsed by or affiliated with the International Baccalaureate Organization (IBO)

All chapters in this pack

1. Ch 1 1.1-1.2 The nature of business and types of business entity
2. Ch 2 1.3 Business objectives
3. Ch 3 1.4 Stakeholders
4. Ch 4 1.5 Growth and evolution
5. Ch 5 1.6 Multinational companies (MNCs)
6. Ch 6 2.1 Introduction to human resource management
7. Ch 7 2.2 Organizational structure
8. Ch 8 2.3 Leadership and management
9. Ch 9 2.4 Motivation and demotivation
10. Ch 10 2.5 Organizational (corporate) culture (HL)
11. Ch 11 2.6 Communication
12. Ch 12 2.7 Industrial and employee relations (HL)
13. Ch 13 3.1 Introduction to finance
14. Ch 14 3.2 Sources of finance
15. Ch 15 3.3 Costs and revenues
16. Ch 16 3.4 Final accounts
17. Ch 17 3.5 Profitability and liquidity ratio analysis
18. Ch 18 3.6 Efficiency ratio analysis (HL)
19. Ch 19 3.7 Cash flow
20. Ch 20 3.8 Investment appraisal
21. Ch 21 3.9 Budgets (HL)
22. Ch 22 4.1 Introduction to marketing
23. Ch 23 4.2 Marketing planning
24. Ch 24 4.3 Sales forecasting (HL)
25. Ch 25 4.4 Market research
26. Ch 26 4.5 The seven Ps of the marketing mix
27. Ch 27 4.6 International marketing (HL)
28. Ch 28 5.1 Introduction to operations management
29. Ch 29 5.2 Operations methods
30. Ch 30 5.3 Lean production and quality management (HL)
31. Ch 31 5.4 Location
32. Ch 32 5.5 Break-even analysis
33. Ch 33 5.6 Production planning (HL)
34. Ch 34 5.7 Crisis management and contingency planning (HL)
35. Ch 35 5.8 Research and development (HL)
36. Ch 36 5.9 Management information systems (HL)