Marketing

Question 1

What are 4 p’s

Answer 1

Product, place, promotion and price

Question 2

What is place

Answer 2

The place where the product or service is available to purchase

Question 3

What is product

Answer 3

Products pass through stages of development during their existence

Question 4

What are the different types of promotion

Answer 4

Advertising, sales promotion and public relations

Question 5

What is price

Answer 5

Should appeal to customers, price too low may mean low quality and price too high may mean not worth the money

Question 6

Product lifecycle

Answer 6

Introduction, growth, maturity and decline

Question 7

What is advertising

Answer 7

Can be either informative or persuasive

• billboards (OUTDOOR)
• newspapers/magazines (PRINT)
• TV/radio/cinema (BROADCAST)

Question 8

What is sales promotion

Answer 8

Direct mail - post delivered to your address, junk mail

Personal selling - salesman coming to homes to sell products, may need a demonstration

Question 9

What is PR

Answer 9

PR department aim to enhance the organisations image

Question 10

What does PR deal with

Answer 10

• press
• government
• public

Question 11

Activities PR take part in

Answer 11

• press statement
• press conference
• charitable donations
• customer care

Question 12

What does price depend on

Answer 12

• competitors prices
• cost to manufacture
• profit level expected
• time of year
• point of sale

Question 13

Pros and cons of rail

Answer 13

+ fast
+ carry lots of heavy products
- need to be transported from train to company

Question 14

Pros and cons of road

Answer 14

+ cheaper than other methods
+ customers get to door
- weather, traffic delays
- no large products no room

Question 15

Pros and cons of air

Answer 15

+ fastest method going abroad
+ large quantities
- most expensive method
- products need transported from airport

Question 16

Pros and cons of sea

Answer 16

+ huge quantities across the globe

• time consuming
• transported from dock

Question 17

Technology can promote using

Answer 17

Website
Email
QR codes
Apps
Text messages

Question 18

OTHER types of technology

Answer 18

Product placement - appears in TV and film

Product endorsement - celebrity promotes it, sponsorship

Question 19

Ethics in marketing

Answer 19

Promotions should be honest and no false claims, vulnerable groups (children) should not be targeted with inappropriate promotions

Question 20

Loyalty cards

Answer 20

Gather info on what we buy and how much is spent

Info is stored in database

Question 21

E-commerce

Answer 21

Online shopping

• can buy products 24/7 from home
• can compare products easier
• cheaper for company, no staff less space

Question 22

Social media

Answer 22

Companies will ensure that they operate on multiple platforms to advertise and keep in touch with customers

Question 23

What is marketing

Answer 23

Involves identifying consumers needs and wants and meeting them in such a way that the producer makes a profit

Question 24

Market segmentation

Answer 24

Consumers are put into segments so easier to tailor products to each group

• gender
• religion
• age
• social class

Question 25

Field research

Answer 25

• surveys/questionnaires
• interviews
• focus groups
• test marketing
• observations

Question 26

Desk research

Answer 26

• newspapers
• internet
• government statistics
• market research agencies

Question 27

Pros and cons of field research

Answer 27

\+ specific to your needs
\+ accurate
\+ up to date
- time consuming to collect
- expensive to collect (training)

Question 28

Pros and cons of desk research

Answer 28

\+ less time consuming 
\+ cheaper
\+ wide range of sources 
- information not specific to needs 
- can’t be accurate
- may not be objective

Question 29

Roles of marketing

Answer 29

• helps a business achieve increased market share - attract new customers
• ensure the 4p’s for sale are correct and meet customer needs
• increase sales and maximise profits