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Business Studies for Secondary Schools
services to the right audience. Effective ensures that a business grows and remains
marketing strategies, such as discounts, sustainable over time.
promotions, and referrals, encourage
customers to make purchases. The more Activity 1.4
people learn about a business and its
goods or services, the higher the chances Visit several small businesses in your
FOR ONLINE READING ONLY
of making sales, leading to increased community, interview the operators or
revenue. business owners about the marketing
Builds brand recognition and trust: strategies they use, and ask why
Branding is essential for business success, those strategies are crucial for their
and marketing helps build a recognizable business’s success.
and trustworthy brand. Through consistent
messaging, logo design, customer The concept of marketing mix
engagement, and storytelling, small
businesses can create a positive brand
image. When customers trust a brand, Activity 1.5
they are more likely to choose it over
competitors and recommend it to others. Refer to Form Two business idea, or
Provides a competitive advantage: Small think of a new one that could work
businesses must stand out to attract in your community. Then, answer the
customers in today competitive market. following questions:
Marketing helps suppliers differentiate (a) What exactly will you sell or offer
their goods or services from competitors. to the market? What makes it
By highlighting unique selling propositions special or different from anything
(USP), offering personalised experiences, else in our area?
and using innovative marketing techniques, (b) How much will you charge?
small businesses can gain a competitive Why did you pick that price?
edge and secure a loyal customer base.
Supports business growth and expansion: (c) Where will you sell your goods
Marketing plays a key role in the long- or services? How will people get
or access them from you?
term growth of small businesses.
Businesses can scale up and expand their (d) How will you inform or
operations by consistently reaching new communicate to people about
customers, expanding into new markets, your business? What will your
and maintaining strong relationships with sign or logo, advertisement, and/
existing customers. Effective marketing or label look like?
Student’s Book Form Three 4
