This module starts by looking at customers and how they make decisions about their purchases. What factors do they think about when buying a chocolate bar, vegetables, a book, a refrigerator or a house? How do businesses decide which company to use when buying a new computer system? Before you can start to market to people , You’ll see that modern approaches to marketing relate to all aspects of the organization, considering them from the viewpoint of how they contribute to customer satisfaction. Modern marketing is about much more than advertising and sales
The next section at how consumers make decisions when buying a product or service. This highlights the fact that each of us will be affected by a wide range of factors, and so leads on to the key question: How can businesses group their customers into categories of people with relatively similar needs. This is the subject of segmentation

Section 3 starts by describing one of the most commonly used tools in marketing: the idea of the 7Ps which ensure that every customers gets exactly the Product that will satisfy their needs, at the Price that pleases them, in the Place where they need it, following effective Promotion that explain its benefits, served by People who are customer-focused, following effective Processes, and with Physical evidence that shows the quality of the product. The section goes on to look at the importance of customer service and the use of marketing ideas when setting up and operating a web-based sales outlet.

The next section first looks at the ways in which particular trends might affect customers and the organization. It encourages you to think about how the company might focus its marketing to benefit from the trends and changes. We’ll use two techniques:.
PESTLE analysis encourages you to analyze the external environment and to look for trends that may affect either the organization or its customers.
SWOT analysis encourages managers to consider the organization's strengths and weaknesses, and to look for opportunities and threats in the external environment.

•    Describe the importance of focusing on customer needs and wants when marketing products and services Understand the key features of an effective team leader
•    Create market segments to categories customers who have specific needs and wants Know the principles of effective delegation to team members
•    Identify strategies that will create delighted customers
•    Investigate trends and plan strategies so that the company continues to create customer delight