Learning Aim D

Question 1

7 Marketing P’s

Answer 1

Product, Price, Promotion, Place, People, Process, Physical Environment

Question 2

Product

Answer 2

Product life cycles; unique selling point; product range

Question 3

Price

Answer 3

pricing strategies

Question 4

Promotion

Answer 4

Promotional mix; use of digital promotion; social media; target market; brand images; above the line and below the line promotion

Question 5

Place

Answer 5

supply chains; logistics; customer trends

Question 6

People

Answer 6

Staff training: consistent and reliable customer service; relationship between people and brand image

Question 7

Process

Answer 7

managing customer interactions consistently; mode of service consumption

Question 8

Physical Environment

Answer 8

reflect brand image in physical environment; appropriateness tio offering

Question 9

Above the Line

Answer 9

Methods that reach a mass audience.
Non-specific, not targeted at a specific customer group.
This method is good to build the brand, make customers aware of the product or services they are offering/selling.

ATL: TV adverts, radio adverts, magazine and newspaper full page ads.

Question 10

Below the Line

Answer 10

More specific advertising.
Targets particular customer groups.
Excellent methods if the product is very niche.
Doesn’t target masses.

BTL: Leaflets, outdoor adverts, product demos, in store promotions, vehicles with pronouns.