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Businesses can be market-led or product led. Different strategies are used to target habitual, informed and impulsive consumer behaviour.

It is important to establish consumers' needs before launching a new product. A business conducts market research to help identify gaps in the market and business opportunities.

A company needs to consider the marketing mix in order to meet their consumers' needs effectively. This is made up of product, price, place, promotion, people, process, physical evidence.

A business can adjust the features, appearance and packaging of a product to create competitive advantage.

A business must take many factors, including production costs, competition and demand, into account before deciding on the price of a product.

As part of its marketing strategy, a company needs to decide where best to distribute a product.

Businesses use promotion methods to make customers aware of their products and services. Promotion methods are highly competitive and usually expensive.

The people that a customer comes into contact with, and the service they provide can have a direct effect on customer satisfaction and loyalty.

Once a product is made it still has to reach the retailers or wholesalers and finally the end user, the consumer. This is where systems and procedures come in.

The physical evidence element of the marketing mix refers to the physical environment experienced by the customer. This could mean the design and layout of a shop or website.

Over the last 20 years many new technologies have entered the world of work which have had a significant impact on business.