Marketing strategy

Identify and explain two reasons why BB benefits from its products having a brand image.

Feb/March 2017

Identify and explain four different ways BB could use the Internet.

Feb/March 2017

STC produces toothpaste for the mass market. Because competition in this market is intense, STC’s products have price elastic demand. STC follows a competitive pricing strategy (method). The marketing manager is considering replacing this pricing strategy in order to raise sales (see Table 2). STC’s head office is based in country X, while the factory is located in country Y. Complaints have been made about communication difficulties between managers and workers. Although STC has kept expanding, the managers still adopt a laissez-faire leadership style.

Feb/March 2018

Identify and explain two marketing roles for City Café.

Feb/March 2018

Explain two ways Saanvi can raise the added value of ST products.

Feb/March 2021

Rachel’s business makes and sells chocolate bars. Quality matters. Rachel is a sole trader who received government help when she set up her business. The business works in a competitive market. Rachel is thinking about ways to raise sales of her best-selling product. She is also planning to launch a new chocolate bar. Rachel knows that choosing the right pricing method for a new product is important.

Feb/March 2025

Identify and explain two ways marketing matters to DD.

May/June 2015

EDGE produces mobile (cell) phones and sells in a highly competitive market. The Marketing manager thinks that EDGE is strong at keeping customer loyalty, so demand for its phones is price inelastic. Its most successful product, Z, is close to the end of its product life cycle. The Marketing manager must choose whether to invest in developing new products or to use extension strategies for product Z. Fig. 1: EDGE - quantity sold by product type in 2015. The pie chart presents product types with these labels and percentages: X 20%, Y 25%, Z 40%, T 15%. Overall quantity sold: 800 000.

May/June 2016

F&G is a major fashion retailer with 20 shops in country C. The business applies market segmentation, and its intended market is men aged 25 to 40 years old. The Marketing Director has been examining the marketing data in Table 1. She is concerned that the business’s spending on marketing is not cost effective. She wants to shut every F&G shop and rely only on e-commerce.

May/June 2016

Identify and explain two reasons that might lead SC employees to join a trade union.

May/June 2017

GKA operates as a food retailer. It runs 300 shops in locations where average consumer incomes are low. Its product line is narrow and includes own-label items such as breakfast cereal and toothpaste. GKA carries out neither promotion nor market research. The Managing Director stated: ‘Last year our market share rose to 5%. Profit grew by 40%. By keeping costs low, we are able to supply customers with quality products at low prices.’ GKA plans to launch 100 more shops in places where average consumer incomes are high. The Managing Director has to decide if GKA ought to alter its pricing strategy (method) as the business grows.

May/June 2018

RRM is a small business, and Rafael believes that market segmentation could help him raise sales.

Oct/Nov 2015

Identify and explain two possible reasons why TP might fail.

Oct/Nov 2015

SLAND offers a very broad assortment of goods, ranging from food to toys. It operates 400 stores in country B. SLAND bases its marketing strategy on penetration pricing. It carries out no advertising and obtains every product straight from manufacturers. Even though the country is in recession, revenue and profit have risen. The Marketing Director plans to grow the business by opening stores in other countries. He is convinced that SLAND will do well in other countries.

Oct/Nov 2016

BBT produces a variety of breakfast cereals. One of BBT’s aims is to behave ethically towards every stakeholder. The Marketing Director has been examining BBT’s marketing strategy for some of its products. BBT applies competitive pricing. She believes that product A, one of its well-known brands, is now at the decline stage of the product life cycle. She is unsure what action to take over product A.

Oct/Nov 2017

Identify and explain two ways GS might increase added value. Way 1: Explanation: Way 2: Explanation:

Oct/Nov 2017

Identify and explain two methods HH could use to build a brand image.

Oct/Nov 2018

RGO is a large airline business. It offers flights to 120 countries using the newest aircraft. Most of RGO’s customers are holiday travellers. RGO sells 80% of its tickets through its website. It works in a competitive market, so keeping customer loyalty matters. One of RGO’s objectives is to raise market share from 8% to 10%. The Managing Director said: ‘One option is to lower ticket prices but to do this we will have to reduce costs.’

Oct/Nov 2019

Country C's economy is seeing economic growth. Using secondary market research, Samuel has started a plumbing business. The business installs and repairs bathroom equipment. Samuel works as a sole trader. He put all his $500 savings into buying the tools he needed. Samuel then had to choose a suitable pricing method. He believes that offering a high-quality service might help his business add more value.

Oct/Nov 2021

Caleb wants to become an entrepreneur. He intends to launch a business making handmade furniture, such as tables and chairs. He will sell his products to a niche market. A strong brand image will be important. Caleb understands that many legal controls may affect his marketing strategy. He is considering using e-commerce to sell his products. Caleb also needs to choose a suitable location for the business.

Oct/Nov 2022

Explain two effects of BB having a short chain of command.

Oct/Nov 2024