Marketing
What this unit covers
The topics below follow the published Business & Finance course framework for Unit 2. Business & Finance publishes no per-unit weighting, so there is no percentage to chase here.
Lessons in this unit
- The Marketing Mix: The 4 Ps14 min · 3 objectivesDefine marketing and the purpose of the marketing mix · Explain each of the 4 Ps: Product, Price, Place, and Promotion · Analyze how the 4 Ps must work together consistently
- Market Research, Segmentation & Targeting13 min · 3 objectivesDistinguish primary from secondary market research · Explain market segmentation and common bases for dividing a market · Apply the segmentation, targeting, and positioning (STP) process
- Pricing Strategies14 min · 3 objectivesCompare major pricing strategies and their goals · Calculate price using cost-plus (markup) pricing · Analyze the difference between markup and margin
Formulas in Unit 2
What examiners penalize here
- On a case scenario, label each detail with its P, then explicitly evaluate whether the mix is **consistent** with the target market. Spotting a mismatch (e.g., premium product, bargain-bin placement) is a frequent higher-order question.
- When a prompt describes a target customer, name the **segmentation base** being used (demographic, geographic, psychographic, or behavioral). Then explain how that target should shape the 4 Ps — linking segmentation to the marketing mix is a common two-part question.
- For pricing math, plug directly into Selling Price = Unit Cost × (1 + Markup %). If the question then asks for **margin**, remember to divide profit by the **selling price**, not the cost — the exam often tests exactly this distinction.
Practice Business & Finance
Our practice bank is drawn from across the whole course rather than filtered to one unit, which is closer to how the exam asks anyway — it will not tell you which unit a question is testing.
Questions about this unit
How much of the AP Business with Personal Finance exam is Unit 2?
The Business & Finance course framework does not publish a per-unit weighting, so there is no percentage to quote for Unit 2 and anyone who gives you one is guessing. Spread your time by where your own errors are instead.
What topics are covered in Business & Finance Unit 2?
Marketing covers The 4 Ps, Target markets, Branding and Consumer behavior.
How should I study Business & Finance Unit 2?
Read the 3 lessons below first — about 40 minutes — then work practice questions on these topics. Finish with practice questions and read the explanation for every one you get right by elimination as well as the ones you miss.
All 5 units of AP Business with Personal Finance
Unit names, topics and exam weights follow the published College Board course framework for AP Business with Personal Finance. AP® is a trademark registered by the College Board, which does not endorse this site.