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Igcse business studies revision notes4/13/2023 The central role of the marketing mix, i.e. ![]() The methods and importance of market research are covered. This section includes the role of marketing, the distinctions between niche and mass markets and the techniques of market segmentation. Finally, the section covers the importance and methods of effective internal and external communication. ![]() How businesses are organised and managed and the methods of recruitment, selection and training of employees are also considered. The focus is the functional area of human resources and includes the importance and methods of motivating a workforce. How business size can be measured, types of business organisation, business objectives and stakeholder objectives are the concluding topics. Enterprise and entrepreneurs, and why some businesses grow while others remain small are further important issues. This section introduces the underlying ideas and concepts of business and includes the purpose and nature of business activity and how businesses can be classified.
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