factors influencing the choice of marketing methods

Question 1

how will enterprises be influenced by several different factors?

Answer 1

when choosing the most suitable marketing methods

Question 1

appropriateness for product and its brand image:

why are some marketing methods only suit certain products?

Answer 1

for example, discount vouchers and free samples are more suitable for lower-priced products

Question 2

appropriateness for product and its brand image:

what will BOGOF be inappropriate for?

Answer 2

expensive products, like a car

Question 3

appropriateness for product and its brand image:

what will having Ana inappropriate promotion/price for a luxury item cause?

Answer 3

customers to switch to a different high-end brand

Question 4

appropriateness for product and its brand image:

what does the promotion and the price need to match?

Answer 4

the brand image that the enterprise wants to portray

Question 5

what may a small local Internet cafe distribute?

Answer 5

leaflets or rely on word of mouth

Question 6

what may a medium-sized manufacturer use?

Answer 6

a wide range of promotional methods (social media, trade shows, sponsorship, trade magazine adverts)

Question 7

what may be sold by a sales team?

Answer 7

a product with complicated features such as double-glazing

Question 8

what may be promoted by PR activities?

Answer 8

a product with health benefits

Question 9

what makes sales and marketing methods suitable:

what are marketing methods for?

Answer 9

to have a positive impact on sales

Question 10

what makes sales and marketing methods suitable:

how can they easily reach the target market?

Answer 10

by engaging them through a media that suits them

Question 11

what makes sales and marketing methods suitable:

why will she make a well-designed website?

Answer 11

to make information quick and easy to access

Question 12

what makes sales and marketing methods suitable:

why must they encourage customers to buy by?

Answer 12

appealing to their wants and needs

Question 13

what makes sales and marketing methods suitable:

what must they be based upon the habits of?

Answer 13

the target group including what they read, their lifestyle and their use of social media

Question 14

cost to the enterprise:
what will the size of the enterprise have an impact on?

Answer 14

the amount of money available for its marketing budget

Question 15

cost to the enterprise:
generally, what does it mean if the enterprise is larger?

Answer 15

the larger their budget

Question 16

cost to the enterprise:
what does it mean if the enterprise is large?

Answer 16

they are more able to empty specialist marketing and sales staff to plan and manage activities such as sales promotions and PR

Question 17

cost to the enterprise:
what will smaller enterprises tend to have?

Answer 17

smaller budgets and therefore they must use lower-cost methods

Question 18

cost to the enterprise:
what are smaller enterprises unlikely to use to keep costs down?

Answer 18

unlikely to employ specialist staff and promotion may only be run at certain times

Question 19

competitors activities:
what may affect the choices made by an enterprise?

Answer 19

the marketing methods an enterprise’s computers use

Question 20

competitors activities:
what may the enterprise choose to copy?

Answer 20

a successful marketing campaign in order to try and steal target customers

Question 21

competitors activities:
why may an enterprise alternatively use different types of marketing?

Answer 21

may want to stand out from its competitors

Question 22

experience of the entrepreneur:
what will smaller enterprises carry out to save costs?

Answer 22

carry out some of the marketing activities themselves - managing social media pages, designing and printing their own leaflets

Question 23

experience of the entrepreneur:
what will choices from small enterprises be limited to?

Answer 23

to the skills of the owner/employees

Question 24

experience of the entrepreneur:
why will other method be beyond their reach for small enterprises?

Answer 24

due to their lack of experience