2.1 The market
2.1.1 Aspects of the market
2.2 Market research
2.2.1 Primary market research
2.2.2 Secondary market research
2.2.3 Data types
2.2.4 Market types
2.2.5 Business orientation types
2.3 Marketing mix
2.3.1 Price
2.3.2 Place
2.3.3 Promotion
2.3.5 Product life cycle and product life cycle extension strategies
2.3.6 Product development and innovation
2.3.7 Boston Matrix
2.3.8 Branding