20–30% of the AP exam. Key topics: Marketing to Customers (target market definition, market segmentation: demographic, psychographic, geographic, behavioral), Consumer Behavior (psychological influences, social influences, consumer decision-making process), Product (product lifecycle, branding, packaging, product differentiation), Price (cost-based pricing, value-based pricing, competitive pricing, price elasticity concepts), Place and Channels (direct vs. indirect distribution channels, omnichannel strategy), Promotion (advertising, public relations, social media, personal selling, sales promotion), Marketing Mix (4Ps integration and strategic alignment), Primary vs. secondary market research methods, Brand equity and brand identity, Business Canvas Project milestone: customer discovery, target market validation, hypothesis testing on product/price.
Study guide content for this unit is being prepared. Check back soon for complete lesson notes, formula sheets, and worked examples.
