Cambridge Nationals (Level 1/2): Enterprise & Marketing (J837 Unit R067)
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Unit R067: Enterprise and Marketing Concepts
Topic Area 1: Characteristics, risk and reward for enterprise
1.1 Characteristics of successful entrepreneurs
1.2–1.3 Potential rewards and drawbacks for risk taking
Topic Area 2: Market research to target a specific customer
2.1 The purpose of market research
2.2–2.3 Primary and secondary research methods
2.4 Types of data
2.5–2.6 Types of market segmentation and the benefits to a business
Topic Area 3: What makes a product financially viable
3.1 Cost of producing the product
3.2–3.3 Revenue generated by sales of the product & profit/loss
3.4–3.5 Break-even & the importance of cash
Topic Area 4: Creating a marketing mix to support a product
4.1–4.2 The marketing mix elements & how they work together
4.3 Types of advertising medium used to attract and retain customers
4.4–4.5 Sales promotion techniques & public relations
4.6 How to sell the good/service to the consumer
4.7 The product lifecycle
4.8 Extension strategies for products in the product lifecycle
4.9 Factors to consider when pricing a product to attract and retain customers
4.10 Types of pricing strategies
Topic Area 5: Factors to consider when starting up and running an enterprise
5.1 Appropriate forms of ownership for business start-ups
5.2 Source(s) of capital for business start-ups and expansion
5.3 Support for enterprise
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