The Sommpour — D2 Audible Cheat Sheets (7)

This episode covers WSET Diploma D2 — Chapter 8: An Introduction to Marketing Wine.Rather than treating marketing as promotion or branding alone, this chapter frames marketing as a profit-led management process rooted in understanding the target consumer and the experience they seek from wine — not just the liquid itself.We work through the core definition used by WSET, the five-stage marketing process, and the use of SWOT analysis to test whether a marketing objective is realistically achievable. Particular emphasis is placed on strategic fit: how internal resources and capabilities align (or fail to align) with external opportunities and threats in the wider business environment.For exam answers, the key skill is explanation rather than description — showing how consumer needs, organisational capabilities, and external forces interact to shape marketing decisions and profitability.Next episode: Chapter 9, where we move from marketing principles to the product itself and examine how branding, positioning, and product life cycles influence pricing power and long-term success. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit thesommpour.substack.com/subscribe