The Theme 1 Workbook contains 240 multiple-choice questions, 10 for each of the 24 subject topics (see below) in Theme 1: Marketing and People. Answers are provided for all questions, helping students practice their knowledge in this theme and prepare for their exam.

The workbook is available as a digital download (PDF) from our shop, which is accessible immediately after purchase.

Themes 2 to 4 are expected to follow in the coming weeks.

Subject topic covered
1.1.1 The Market 
1.1.2 Market Research 
1.1.3 Market Positioning 
1.2.1 Demand 
1.2.2 Supply 
1.2.3 Markets 
1.2.4 Price elasticity of demand 
1.2.5 Income elasticity of demand 
1.3.1 Product/service design 
1.3.2 Branding and promotion 
1.3.3 Pricing strategies 
1.3.4 Distribution 
1.3.5 Marketing strategy 
1.4.1 Approaches to staffing 
1.4.2 Recruitment, selection and training 
1.4.3 Organisational design 
1.4.4 Motivation in theory and practice 
1.4.5 Leadership 
1.5.1 Role of an entrepreneur 
1.5.2 Entrepreneurial motives and characteristics 
1.5.3 Business objectives 
1.5.4 Forms of business 
1.5.5 Business choices 
1.5.6 Moving from entrepreneur to leaders 

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