Business Studies
Marketing mix — Topic 3
- 1.
Which element of the marketing mix refers to the methods used to get a product from the producer to the final customer? A Product B Price C Place D Promotion
[1 mark] · no calculator - 2.
A business divides its customers into groups based on age, income and location before designing its products. This is an example of: A Market research B Market segmentation C Product differentiation D Price skimming
[1 mark] · no calculator - 3.
A business is launching a new premium smartwatch. Analyse one reason why the business might choose price skimming rather than penetration pricing for this launch.
[4 marks] · no calculator - 4.
Discuss whether social media promotion is likely to be more effective than television advertising for a small, newly-established local bakery.
[4 marks] · no calculator - 5.
Explain what is meant by a product's unique selling point (USP), using an example of your choice.
[2 marks] · no calculator - 6.
Explain the difference between primary and secondary market research, using an example of each.
[2 marks] · no calculator - 7.
Explain one benefit to a business of building a strong, well-known brand.
[2 marks] · no calculator - 8.
A supermarket offers a ‘buy one, get one free’ deal on a breakfast cereal for one month. Explain one aim of this sales promotion.
[1 mark] · no calculator - 9.
A clothing manufacturer currently sells only through independent retail shops. Analyse one advantage of selling directly to customers through its own website instead.
[2 marks] · no calculator - 10.
A business uses cost-plus pricing. A product costs $8 to make, and the business adds a 50% mark-up. Calculate the selling price.
[3 marks] - 11.
A once-popular snack brand has seen steadily falling sales for several years. Explain one extension strategy the business could use to try to boost sales again.
[2 marks] · no calculator - 12.
A business plans to spend more in total on promoting a product during its growth stage than it spent during introduction. Explain one reason it might choose this plan.
[2 marks] · no calculator