design mix

Question 1

the marketing strategy is the:

Answer 1

plan a business uses to reach its marketing objectives. the marketing mix makes up this strategy

Question 2

there are four key components of the marketing mix, known as the 4Ps:

Answer 2

• the design of the product
• the promotion and branding techniques
• the pricing strategy used for the product
• the type of distribution or place in which the product is sold

Question 3

a business will need to consider the:

Answer 3

4Ps when deciding on a marketing strategy

Question 4

the best strategy for the business will depend on the:

Answer 4

types of market it operates in

Question 5

when designing a product, a business needs to:

Answer 5

make sure that the product is fit for the purpose (functional) and has a good look (aesthetics), but that it isn’t too costly to produce. this is called the design mix

Question 6

the product must meet the:

Answer 6

needs of the consumer and be able to fulfil its intended function. for example, a chair that has a beautiful design but is uncomfortable to sit on is not meeting its intended function

Question 7

the design of the product must also be:

Answer 7

aesthetically pleasing. for example, a good value, functional car may be difficult to market if its shake and interior are seen as cheap and clunky. but the design shouldn’t be so complicated or use such expensive materials that it’s too costly to produce

Question 8

a business might focus on different parts of:

Answer 8

the design mix. for example, a jewellery business may be more concerned with aesthetics than cost, but a paperclip business may be more concerned with cost than aesthetics

Question 9

businesses may need to alter the:

Answer 9

aesthetics or function of their products in response to changing social trends

Question 10

many consumers are concerned about the:

Answer 10

overuse of resources and want businesses to minimise the amount of waste they produce by making products more reusable and recyclable

Question 11

in 2013, Starbucks began selling:

Answer 11

reusable coffee cups. it also offered customers a discount on hot drinks if they brought in their reusable cup

Question 12

PG tips tea bags used to contain:

Answer 12

plastic. in 2018, they began to make their bags from plant-based materials. by mid-2020, the whole range was biodegradable

Question 13

consumers are also increasingly demanding that:

Answer 13

raw materials should be ethically sourced. materials that are ethically sourced help to preserve the environment and protect local communities

Question 14

palm oil is used in many:

Answer 14

food products and cosmetics, but there’s concern that rainforests are being destroyed to make way for palm oil plantations. this may mean that business alter their products so that they only contain ethically sourced palm oil or that they use an alternative ingredient instead

Question 15

consumers may choose one producer over another if:

Answer 15

its products are recyclable or reusable, or if its ingredients came from an ethical source. these products could command higher prices, but not all consumers may be willing to pay this. so businesses need to carefully consider whether it’s worth making any changes