3.5 Marketing Teach before: 3.6 Finance Teach after: 3.3 Business operations 3.5.1 Identifying and understanding customers Specification Learning Additional guidance Suggested Learning activities and resources content objectives timing (hours) The importance To understand Reasons for 1 Starter show video clip about Cadbury from students to identify why – – of identifying and the importance of identifying and Cadbury suffered due to their decision over raising money for sports satisfying identifying and satisfying customer equipment didn’t understand their market and customer needs. – customer needs satisfying needs include to Show students to discuss whether the entrepreneurs have identified their – customer needs. provide a product or customers and satisfied their needs with the product. service that Why did Nokia make the ? Was this a good decision? customers will buy, to increase sales, to Compare the Nokia situation with the launch of the Apple iPhone in 2007. select the correct Why was Apple more successful? marketing mix, to Students to brainstorm reasons for identifying and satisfying customer avoid costly mistakes needs. and to be competitive.
3.5 Marketing Teach before: 3.6 Finance Teach after: 3.3 Business operations 3.5.1 Identifying and understanding customers Specification content Learning objectives Additional guidance Suggested timing (hours) Learning activities and resources The importance of identifying and satisfying customer needs To understand the importance of identifying and satisfying customer needs. Reasons for identifying and satisfying customer needs include to provide a product or service that customers will buy, to increase sales, to select the correct marketing mix, to avoid costly mistakes and to be competitive. 1 Starter – show video clip about Cadbury from – students to identify why Cadbury suffered due to their decision over raising money for sports equipment – didn’t understand their market and customer needs. Show – students to discuss whether the entrepreneurs have identified their customers and satisfied their needs with the product. Why did Nokia make the ? Was this a good decision? Compare the Nokia situation with the launch of the Apple iPhone in 2007. Why was Apple more successful? Students to brainstorm reasons for identifying and satisfying customer needs.