marketing past paper questions

Question 1

Compare desk and field research

Answer 1

Field research is time consuming to carry out. Whereas desk research is easy to obtain and can be used immediately.
Field research is the most up do date information possible. Whereas desk research can not be rlevant as it is out of date.
Field research is relevant to your own needs. Whereas desk research may not be reliable as you didnt gather it

Question 2

Describe the use of market research

Answer 2

To make sure the product meets the needs and wants fo the customers exactly.
To make sure the price is suitable for the target market.
To make sure the product si advertised in the correct place for the target market

Question 3

Outline stages of product development

Answer 3

Generating an idea, producing a prototype, testing the product, deciding on advertising and promotions

Question 4

discuss the use of own brands in a supermarket

Answer 4

Low prices can appeal to customers, gives customers a wider choice of price points, can cost a lot to develop and launch own brands, own brands can be perceived as low quality

Question 5

Describe the term ethical marketing

Answer 5

a businesses marketing is ethical when it does not discriminate agianst, mislead or offend any customers

Question 6

outline factors which should be considered before seetting a price for a product

Answer 6

how much profit you wwant to make, what your competitors are charging, the demand for the product, who your target market is

Question 7

Describe pricing strategies that could be used by an organisation

Answer 7

When a high price is charged at all times,competitive pricing where you price match ro make your prices lower than your competitors, psychological pricing where a products price ends in 99p

Question 8

explain the advanatges fo branding

Answer 8

Brands are associated with high quality. this means a high price can be charged.
rbands are instantly recognisable to customers. This emans they are more liekly to pick your product over your competitor
Customers may eb willing to pay mor efor branded products. This emans there will be an increase in profit

Question 9

Justify the use of market segmentation

Answer 9

products will meet the needs and wants fo the cistoemrs exactly
to sell the product in the correct place.
to amke sure the product is sold at the correct place for the target market
to amke sure the promotions and advertsiing campaigns are placed in the correct place

Question 10

describe the methods of sales promotion

Answer 10

loyalty cards where cutsoemr sare given points for making continued purchases.
free smaples to give custoemrs a small taster before making a purchase
special offers such as by one get one free
product placement where a business pays to have their productappear in films tv shows

Question 11

outline the advanatges of packaging

Answer 11

can protect the product during transportation/ deliver
can make the product more attractive and encourage cutsomers to buy
csan inform cutsoemr shwo to successfuklly use the product
can provide nutritional information and health guidance

Question 12

Explain factors which could eb considered prior to setting the price fo a product

Answer 12

How much competitors are charging. Therefore a business can price match their competitors or they may lose sales
the cost of the raw materials. Thsi emans if high quality raw materials is used a higher price can be charged
How much profit you wnat to make. Therefore there can ne investmenst amde for the business.

Question 13

Explain the disadvantages of branding

Answer 13

Brands are often copied. This means the busensses sales ma be affected
Branded products are more expensiev to buy. This means customers may eb reduced
It is expensive to reate a brand. This means a business may lose profit

Question 14

describe the benefits of using technology to promote the business

Answer 14

communication is possible all over the world
a more cost effective way of promoting the business

Question 15

exlpain factors which would be considered before setting a price for a product

Answer 15

How much competitors are charging. this means a business should price match or they cna lose sales
how much profit you want to make. this emsans you will be able to invest in the business
the demand for the product. this means if it is in high demand a higher price can be charged

Question 16

Outline ways in which a business can gain customer feedback

Answer 16

create a feedback section on a website
asking customers about their opinions
set up a focus group

Question 17

Describe the use of market research

Answer 17

to identify cutsomers needs and wants
to identify the target market for the product
gains information on customers trends and behaviour
gains information on competiton

Question 18

outline how the use of modern technology could improve marketing within an organisation

Answer 18

communication is possible all over the world
it is a more cost effective way of promoting the business
websites cna provide e- commerce which will increase sales
text messaging can get immediate feedback from customers

Question 19

explain the factors a social enterprise would take into consideration before choosing a location

Answer 19

Location have parking availibility. this means donations can be dropped off easier
The location being arround other businesses. This means they will receive support
The cost of the premises. therefore it will affect running costs

Question 20

Explain factors that would be considered before choosing a location

Answer 20

If the location has low rent costs. therefore it will help minimise the costs fo the business
the location should be close to customers. therefore it will give customers easy access
if the location is away from competition. therefore sales are likely to increase
if the location has parking close by. therefore it will be more convenient for customers and employees

Question 21

Justify the use of emails in the marketing department

Answer 21

Can respond quickly to customers sales enquiries

Question 22

Describe how technology can be used in the marketing functions

Answer 22

social media can be used to increase awarness of products
publisher can be used to create business posters
internet can be used to gather custome feedback through online surveys

Question 23

Describe how an organisation can be ethical in their marketing activities

Answer 23

use technology to reduce the amount of paper used
ensure that adverts do not give misleading information
ensure that adverts do not offend customers beliefs

Question 24

Describe methods of advertising

Answer 24

radio advertisng is producing an advert that be playes on local or national radio stations
Tv advertising is when an organisation pays to have a shirt advert played during the advert break if a tv programme
websites is an internet page containing promotional information
social media means sharing pictures, videos and written information that appears in peoples newsfeeds
newspaper advertising is images and infomration that can be printed on local papers

Question 25

Describe the benefits of e-commerce

Answer 25

reduces the cost of a premisise
customers can purchase products 24/7
goods are delivered straight to the door of the customers
e-commerce means people can purchase worldwide

Question 26

Describe the methods of sales promotions

Answer 26

buy one get one free
promotional pricing when a business reduces their prices for a short period of time
compeitions to give customers an opportunity to win a prize
free samples when a product is given at no costs before making a purchase