3.1 Marketing and the Market

TES Teachers' Choice 2026

3.1 Marketing and the Market: Cambridge IGCSE Business 0264 lesson

3.1 Marketing and the Market is one of the 4 lessons in Unit 3 Marketing of Cambridge IGCSE Business 0264, for first examination in 2027. It is an editable PowerPoint of 34 slides written against syllabus sections 3.1.1, 3.1.2, 3.1.3 and 3.1.4, with 1 learning check and an exit ticket. Also suitable for Cambridge IGCSE (9-1) Business 0774 and Cambridge O Level Business 7081, which share the same content.

The role of marketing, market changes and a worked calculation of market share with a learning check, then mass and niche markets and segmentation by geography, demographics, income and lifestyle. The two case studies are California Fitness and Yoga, a chain of 25 centres in Vietnam that segments by customer type, and Thomas and Friends, and the lesson finishes with businesses that adapted to market change and businesses that did not. No embedded video in this lesson.

Slide from lesson 3.1 of Cambridge IGCSE Business 0264: Marketing and the Market

Learning objectives

Taken from the objectives slide of the lesson, which follows the syllabus wording.

3.1.1 The role of marketing

  • Identifying customer needs
  • Satisfying customer needs
  • Maintaining customer loyalty
  • Building customer relationships
  • Anticipating changes in customer needs

3.1.2 Understanding market changes

  • Why consumer spending patterns may change
  • Why some markets are becoming more competitive
  • How businesses can respond to changing spending patterns and increased competition
  • Calculate market share

3.1.3 Mass markets and niche markets

  • Advantages and disadvantages of mass markets and niche markets

3.1.4 Market segmentation

  • How markets can be segmented according to: age, income, location, gender, lifestyle
  • Advantages and disadvantages of market segmentation

What is in the lesson

The running order below is the deck as sold. Every lesson in the course follows the same shape: learning objectives, content slides with the real business examples, a learning check after each section, a case study with questions, key takeaways and an exit ticket. A teacher answer key (PDF), with model answers to every learning check, case question and exit ticket, is included when you buy the unit or the complete course.

Slide by slide (34 slides)
  1. Title slide
  2. Learning Objectives
  3. Learning Objectives
  4. The Role of Marketing
  5. Identifying Customer Needs
  6. Satisfying Customer Needs
  7. Maintaining Customer Loyalty
  8. Building Customer Relationships
  9. Anticipating Changes in Customer Needs
  10. Market Changes: Spending Patterns
  11. Increasing Market Competition
  12. Responding to Market Changes
  13. Calculating Market Share
  14. Learning Check: Market Share
  15. Mass Markets vs Niche Markets
  16. Advantages of Mass Markets
  17. Disadvantages of Mass Markets
  18. Advantages of Niche Markets
  19. Disadvantages of Niche Markets
  20. Market Segmentation: Overview
  21. Geographic Segmentation
  22. Demographic Segmentation
  23. Income Segmentation
  24. Lifestyle Segmentation
  25. Advantages of Market Segmentation
  26. Disadvantages of Market Segmentation
  27. Case Study: California Fitness & Yoga
  28. Case Study: Thomas and Friends
  29. Adapting to Market Changes: Success Stories
  30. Adapting to Market Changes: Cautionary Tales
  31. Key Takeaways: The Role of Marketing
  32. Key Takeaways: Marketing Approaches
  33. Conclusion: The Importance of Effective Marketing
  34. Exit Ticket

Where it fits

Week 15 of the 0264 scheme of work and pacing guide, which gives the course 46 weeks with a mock in week 41. Previous lesson: 2.4 Motivating Employees. Next lesson: 3.2 Market Research. All 28 lessons: Cambridge IGCSE Business 0264.

How to buy

The lesson on its own: 3.1 Marketing and the Market on TES. The unit: Unit 3 Marketing. The whole course in one download: 0264 Complete Bundle. Lesson 1.1 is free with its answer key if you want to see the format first.