BKS is a manufacturer that produces a variety of food products. A strong brand image matters. Most of BKS’s products are sold straight to large retailers. The business is continually creating new products. The Marketing Manager understands that the stage of the product life cycle will affect BKS’s promotion decisions. She also knows why the business ought to react to environmental pressures.
(a)[2]
Define what is meant by ‘brand image’.
(b)[2]
Identify one benefit and one limitation that developing new products could give a business.
(c)[4]
Outline two possible reasons for BKS to react to environmental pressures.
(d)[6]
Explain how BKS’s decisions about promotion in marketing may change if a product is at the following stages of the product life cycle: Introduction stage; Maturity stage.
(e)[6]
Do you think selling direct to retailers is the most suitable distribution channel for a manufacturer to use? Justify your answer.
Worked solution & mark scheme
This 20-mark question has a full step-by-step worked solution and mark scheme. One marking point: “Identity/logo/unique name that sets a product apart from other products” …