Year 12 Business Studies Marketing Booklet

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Nov 20, 2013 (3 years and 6 months ago)

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Year 12


Business Studies


Marketing Booklet





Contents



1.

HSC Business Studies Course Structure


2.

HSC Business Studies Exam

Structure


3.

Hints on How to Write a Business Report

/ How to Revise for the HSC


4.

Glossary of Key Words


5.

Marketing Outcomes


6.

Marketing Syllabus


7.

Key Marketing Terms


8.

Introduction to Marketing


Food for Thought…

newspaper articles


9.

Blank Summary Sheets by Syllabus Key Dot Points


10.

Case Study Material


11.

HSC
Marketing Exam Questions



Multiple Choice and Short Answer
Questions
(
2005
-
2009)

with Answers














HSC Business
Studies Course
Structure



(120 indicative hours)



% of course

time

1 Bu
siness Management and Change



20

2 Finan
cial Planning and Management



20

3 Marketing







20

4 Employment Relations





20

5
Global Business






20



The HSC course is based on a study of five compulsory topics.

The ordering of the topics is not prescriptive and in practice may be influenced
by

students’ needs, interests and access to case study and other resources.












HSC Business Studies
Exam Structure

The Business Studies HSC Exam is set out as follows:

Section I

20 Multiple Choice (20 Marks)


this consists

of approximately four multiple
-
choice questions from each of the five topics studied


Section II

Short Answers
(40 Marks)


this is the largest component of the paper



this
section consists of 5 short answer questions usually ranging from 1 mark
questions to 6 mark questions


all five topics studied are usually covered in this
section


HINT


the number of lines

given indicates the suggested length of your
response for each question


Section III

Business Report (20 Marks)


this section MUST be written in a business report
format (see Hints on How to Write a Business Report). This section WILL
consists of THREE t
opic areas

studied.

Markers are looking for: links to the stimulus material, report logic and structure


Section IV

Extended Response

(20 Marks)


this section can be written in essay style OR
business report format. The key to getting the best marks in th
is section is to
include case study examples in your response. Without referring to case studies
HSC markers will only give a maximum of 12 marks out of 20 for a very well
written, logical response.

This section WILL consist of the TWO topic areas not exam
ined in Section III.

(See also handout on ‘
Business Studies Exam Preparation
’ and ‘T
he sharp
end
’)


see Mrs W for a copy

Hints…

How to Write a
Business Report


Your Business Report is marked on the following criteria in general:

-

correct

reference to syllabus areas of three topics provided

(knowledge)

-

correct use of relevant business terminology

and concepts

-

correct use of directive terms eg describe, explain, etc

-

correct business report format with introduction and conclusion,
headings f
or each new section, subheadings where appropriate

(logical,
well
-
structured)

Business reports have many parts. They include:

-

main heading or title of the report (what the report is about)

-

opening paragraph (introduction/executive summary)


outlines what
aspects are included in the report

-

internal headings


main headings and subheadings (what each section of
the report is about)

-

may include tables, charts, diagrams, flowcharts


they must be referred
to in the report and relevant

-

paragraphs


there should

be a new paragraph for each new idea

-

a report should have a conclusion or a recommendation as to the action
the business should take


Time Allocation: 35 minutes to write report in HSC


(Also see handout


How to Write a Business Report



see Mrs W for a
copy)


How to Revise

for the HSC


MAKE THE BUSINESS STUDIES SYLLABUS DOCUMENT YOUR BEST
FRIEND!

Learn each dot point for each topic well
.

Practice past HSC Business Studies papers


see Board of Studies Website:
www.boardofstudies.nsw.gov.au

Use Board of Studies ‘Test Yourself’ Multiple Choice questions
.

Know your Glossary of Terms

Revise regularly



don’t leave it to the last minute


there is a large amount of
content in Business Studies

Other points to

note:

-

study in a quiet environment

-

break down the Business Studies syllabus into manageable chunks

-

use a variety of study techniques to help you prepare for different types of
questions

-

exercise regularly, eat a balanced diet and get sufficient sleep

-

have

regular breaks









Glossary of Key Words

(relevant to Business Studies)


Account

Account for: state reasons for, report
on. Give an account of: narrate a series
of events or transactions


Analyse

Identify components and the
relationship between
them; draw out
and relate implications


Assess

Make a judgement of value, quality,
outcomes, results or size


Calculate


Ascertain/determine from given facts,
figures or information


Compare

Show how things are similar or
different


Contrast

Show how t
hings are different or
opposite


Critically (analyse/evaluate)

Add a degree or level of accuracy
depth, knowledge and understanding,
logic, questioning, reflection and
quality to (analyse/evaluate)


Define

State meaning and identify essential
qualities


Demonstrate

Show by example


Describe

Provide characteristics and features


Discuss

Identify issues and provide points for
and/or against


Distinguish

Recognise or note/indicate as being
distinct or different from; to note
differences between



Evalua
te

Make a judgement based on criteria;
determine the value of


Examine

Inquire into


Explain


Relate cause and effect; make the
relationships between things evident;
provide why and/or how


Identify

Recognise and name


Justify

Support an argument or
conclusion


Outline

Sketch in general terms; indicate the
main features of


Propose

Put forward (for example a point of
view, idea, argument, suggestion) for
consideration or action


Recommend

Provide reasons in favour









Marketing
Outcomes


The
focus of this topic is to develop an understanding of the nature and role of

marketing in a business and the main elements involved in the development
and implementation of successful marketing strategies.


Outcomes


The student:


H1.2

critically analyses
the role of business in Australia


H2.1

describes and analyses business functions and operations and their
impact on business success


H3.2

evaluates the effectiveness of management in the organisation and

operations of business and its responsiveness to c
hange


H4.1

critically analyses the social and ethical responsibilities of management


H5.1

selects, organises and evaluates information and sources for

usefulness and reliability


H5.2

plans and conducts an investigation into business to present the
findi
ngs in an appropriate business format


H5.3

communicates business information, ideas and issues, using relevant
business terminology and concepts in appropriate forms.







Marketing Syllabus

Students learn to:


use

existing business case studies to investigate and communicate ideas and
issues

related to marketing. The focus of these case studies will be to:


• analyse and evaluate marketing strategies for a product or service

• analyse the marketing plan of a busine
ss

• construct a marketing plan for a single product/service (real or imaginary).



Students learn about:


nature and role of markets and marketing


• the role of marketing in the firm and in society


• types of markets


resource, industrial, intermediate
, consumer, mass,
niche


• production

selling

marketing orientation


• the marketing concept


customer orientation, relationship marketing


• marketing planning process



elements of a marketing plan


• situational

analysis including SWOT and product life cycle


• establishing market objectives


• identifying target market


• developing marketing strategies


• implementation, monitoring and controlling


developing a financial
forecast,

comparing actual and planned
results, and revising the marketing
strategy



market research process


• determining information needs, data collection (primary and secondary),
data

analysis and interpretation


customer and buyer behaviour


• types

of customers


people, households, firms, educational institutions,

government, clubs and societies, religious organisations


• the buying process


buyers and users


• factors influencing customer choice


psychological, sociocultural,
economic,

governme
nt



developing marketing strategies


• market segmentation and product/service differentiation


• product and service



positioning



branding



packaging


• price including pricing methods


cost, market and competition
-
based



pricing

strategies/tactics


skimming, penetration, loss leaders, price points



price and quality interaction


• promotion



elements of the promotion mix


personal selling, advertising, below
-
theline

promotions, public relations



the communication process inc
luding opinion leaders and word of mouth


• place/distribution



distribution channels and reasons for intermediaries



channel choice including intensive, selective, exclusive



physical distribution issues including transport, warehousing, inventory


• e
nvironmental effects on distribution


technology, local government



ethical and legal aspects


• environmentally responsible products


• other issues including creation of needs, impacts of retail developments,
sugging

(selling under the guise of researc
h)


• role of consumer laws in dealing with



deceptive and misleading advertising



price discrimination



implied conditions



warranties



resale price maintenance.

Key Marketing Terms


TERM

DEFINITION


Advertising



Below
-
the
-
line promotions



Brand



Consumer market



Consumption spending



Controlling



Culture



Customer orientation



Demographic segmentation



Distribution channels



Ecological sustainability



Economic factors



E
-
commerce



Environmentally responsible products



Ethics



Exclusive distribution



Firms



Geographic segmentation



Government factors



Implementation



Industrial market



Intellectual property



Intensive distribution



Intermediate market



Loss leaders



Market research



Market
segmentation



Market share



Market skimming



Marketing



Marketing concept



Marketing mix



Mass market



Monitoring



Niche market



Objectives



Opportunities



Packaging



Penetration pricing



Personal selling



Place



Positioning



Price



Price discrimination



Price point



Primary data



Product



Product life cycle



Promotion



Psychological factors



Public relations



Relationship marketing



Resource markets



Secondary data



Selective distribution



Selling
orientation



Situational analysis



Skimming



Socio
-
cultural factors



Strengths



Sugging



SWOT analysis



Target market



Threats



Trademark



Warranty



Weaknesses






ADD YOUR OWN:














































Introduction to Marketing


Food for Thought…


Article 1

Tweets shed light on our banking gripes

Clare Kermond

Sydney Morning Herald

September 10, 2010



A STUDY of five months' worth of tweets about Australia's big four banks has
found that people
dislike all banks about the same, but find different reasons to
be fed up with each one.

Researchers also found that people were far more likely to tweet about ANZ,
Westpac and Commonwealth Bank than they were about National Australia
Bank, with NAB the to
pic of only 9 per cent of messages. The issue most
commented on for all banks was service.

The study, by Christine Walker of Alliance Strategic Research, analysed more
than 5000 tweets between January and May this year. It will be presented today
at the Au
stralian Marketing and Social Research Society conference in
Melbourne.

Ms Walker said there was a clear benefit in banks being on Twitter, in terms of
managing the word
-
of
-
mouth about their brand and ensuring that comments
were less negative.

Not surprisi
ngly, tweets about banks were most often negative, but researchers
found important differences around what kind of messages people put on
Twitter depending who they were addressing the tweets to.

People were more strongly negative and more likely to swear
in their banking
tweets, if the message was not addressed to anyone specific.

The breakdown of negative, positive and neutral comments was similar for each
bank.

Classification of the tweets into themes revealed some hot spots for customers.
After service,

the most commented
-
on aspect of banks was social media followed
by brand image, location of branches and bank personnel.

Internet banking and bank websites were the subject of a lot of negative
comments with typical complaints including running slow, logi
n not working,
site down and balances not shown. This was also an area where there were big
differences between the banks, with 85 per cent of ANZ's commentary negative
compared to an average for the other banks of 71 per cent.

Ms Walker also analysed swea
ring in the bank tweets and found that
Commonwealth Bank copped the highest proportion of messages including bad
language.

Ms Walker said the research showed that people did self
-
moderate their tweets
depending on whom they were talking to. She said at the

time of the study,
Westpac was the only bank actively engaging with people on Twitter and
responding to comments.

''It's important that you [the banks] are in the conversation. If somebody knows
you're out there and you're listening they are going to be a

little less negative
and that's an important thing for the brand.''

http://www.amsrs.com.au

Source:
The Age























The article “Tweets shed light on our banking gripes” talks about the impact of
Web 2.0 technology on Australia’s banking sector. Answer the following
questions:



What is Web 2.0?


……………………………………………………………………………………….....


……………………………………………………………………………………….....



What kind of information can be tracked from this source?


……………………………………………………………………………………….....


……………………………………………………………………………………….....


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Why is it important that marketers:

Are aware of this information?


……………………………………………………………………………………….....


……………………………………………………………………………………….....



Use this information?


……………………………………………………………………………………….....


……………………………………………………………………………………….....




Name 3 ways marketers use this
information?


……………………………………………………………………………………….....


……………………………………………………………………………………….....









Article 2


Hostie's use Lady Gaga to spice up safety


Daily Mail

4 October
2010


FED up with passengers who ignore hostie

safety demonstrations, one airline
has adopted Lady Gaga and her cool dance moves to capture more attention.


Fed up with passengers who ignore hostie

safety demonstrations, one airline has
adopted Lady Gaga and her cool dance moves to capture more attention.


Bemused passengers en
-
route to the Phhillipines arenow being treated to boppy
renditons of the pop star's "Just Dance" by cabin crew as they are
advised of the
location of emergency exits on the plane.



And it's working, The Daily Mail reports cabin crew on board a Cebu Pacific
Airlines flight had no trouble holding the stunned gaze of everyone on board as
they strut down the aisles.



They also p
erform to Katy Perry's California Gurls.


The music competes with a voiceover that informs passengers what to do 'in the
event of an emergency landing'.

One quick
-
thinking passenger filmed the performance on a mobile phone,
posting it to YouTube.


Candice
Iyog, vice President of Marketing at Cebu Pacific Airlines, told
GMANewsTV: 'Cebu Pacific has always been known as a fun airline, we
wanted to get the message across to our customers that flight safety doesn't
have to be boring.


'This was an experiment th
at we hope to repeat and also a chance to showcase
the talent of some of our cabin crew staff.















Article 3


Why league fans are staying away


Josh Massoud

The Daily Telegraph

9 May
2008


AS rugby league prepares for 10,000 empty seats at
tonight's Centenary Test,
secret research has emerged to explain why Sydney fans are staying away.


The Daily Telegraph this week obtained two of the NRL's specially
-
commissioned annual surveys into public attitude toward league.


Based on interviews with
thousands of respondents Australia
-
wide, the 2004
and 2005 NRL Fanscans recommended the code improve its appeal to families
and women.


An alarmingly poor off
-
field perception was also evident within the pages of both
sizeable documents.


The 2005 season w
as the NRL's most successful to date, with record average
crowds and fairytale premiers in Wests Tigers.


That year's research identified a "wave of positive sentiment"
-

and stressed
families and women as key demographics to continue the upward trend.


Start of sidebar. Skip to end of sidebar.


End of sidebar. Return to start of sidebar.


Suggestions to grow crowds were overwhelmingly family
-
friendly. They
included family
-
only areas, improved public transport, cheaper food and
beverages and even a mechan
ism to use the family's credit card reward points to
pay for season tickets.


The research company, Enhance Management, also recommended the NRL use
more families in its advertising campaigns
-

not least of all to soften league's
tarnished image.


While it

rated highly as an "entertaining", "powerful" and "aggressive" sport on
field, the game's image beyond the sidelines left much to be desired.


In 2005, the game's off
-
field image returned only a 5.2 out of 10 rating. Almost
65 per cent of respondents cite
d "bad/unethical/immature" player behaviour as
the top reason for their discontent.


Of particular concern was the high proportion of female respondents who
expressed such sentiments.


In 2004, women accounted for 55 per cent of the game's potential fan ba
se.


While misbehaviour and scandal were of no great consequence to the game's
traditional male support base, the constant dramas have a real impact on it's No.
1 growth area
-

women and families.


"Family is key not only because of their higher net value,

but also because family
influence is the strongest predictor of future rugby league support," the 2005
report concluded.


Since the results were compiled, the NRL has introduced some applaudable
initiatives to wisen players up
-

particularly young ones.


But crowds have inexplicably dropped. The past two seasons failed to eclipse
2005, and there was a marked decay in Sydney attendances last year.


An average of 13,816 people attended games in "the home of rugby league"
-

down almost 700 on the previous yea
r.


Over the first eight weeks of 2008, Sydney crowds have bounced back to a
healthier average of 16,633. But clubs are rightly cynical of early season figures.


With the rep season in full swing, they are bunkering down for the annual mid
-
season dip that
coincides with media and public attention turning to the State of
Origin series.


That's why, during Wednesday's meeting of all 16 NRL marketing managers,
there was a suggestion that Origin matches return to stand
-
alone weekends to
avoid "cannabalising" cl
ub games.


"There's a Test match in Sydney on Friday night and we are asking people to fork
out more money for club footy on the weekend," one insider said. "I honestly
can't see how they can afford it."


Roosters coach Brad Fittler said as much this week,

when he linked the Test's
slow ticket sales to economic pressures on families.


And the research agrees. Sitting third on the 2005's list of "Barriers to
Attendance" was the price of stadium food and beverage.


The researchers surmised that clubs could ev
en get away with increasing
admission prices if they dropped the cost of footy franks and pies inside the gate.


"This is because food and beverage prices are something that all game attendees
have a good knowledge of, and are easily compared elsewhere," t
he report said.
"The cost of tickets, however, is much harder to compare."


Marketing Syllabus

Key Dot Points

Summary


nature and role of markets and marketing


• the role of marketing in the firm and in society


• types

of markets


resource, industrial, intermediate, consumer, mass,
niche


• production

selling

marketing orientation


• the marketing concept


customer orientation, relationship marketing


• marketing planning process


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Focus Areas:


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elements of a
marketing plan


• situational analysis including SWOT and product life cycle


• establishing market objectives


• identifying target market


• developing marketing strategies


• implementation, monitoring and controlling


developing a financial
forecast,
comparing actual and planned results, and revising the marketing
strategy


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market research process


• determining

information needs, data collection (primary and secondary),
data

analysis and interpretation


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Focus Areas:


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customer and buyer behaviour


• types of customers


people, households, firms, educational institutions,

government, clubs and societies, rel
igious organisations


• the buying process


buyers and users


• factors influencing customer choice


psychological, sociocultural,
economic, government


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Focus Areas:


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developing marketing strategies


• market segmentation and product/service differentiation


• product and service



positioning



branding



p
ackaging


• price including pricing methods


cost, market and competition
-
based



pricing strategies/tactics


skimming, penetration, loss leaders, price points



price and quality interaction


• promotion



elements of the promotion mix


personal sellin
g, advertising, below
-
theline

promotions, public relations



the communication process including opinion leaders and word of mouth


• place/distribution



distribution channels and reasons for intermediaries



channel

choice including intensive, selective, exclusive



physical distribution issues including transport, warehousing, inventory


• environmental effects on distribution


technology, local government


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ethical and legal aspects


• environmentally responsible products


• other issues including creation of needs, impacts of retail developments,
sugging (selling under the guise of research)


• role of consumer laws in dealing with



deceptive and misleading advertising



price discrimination



implied conditions



warranties



resale price maintenance

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Focus Areas:


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Case Study Mate
rial

/

Resources and Hints



Ikea

(see Excursion booklet)



Imax:
www.imax.com.au/content/.../Big%20Screen
%20Business%20
2007.pdf



Billabong



Harvey Norman



Qantas



McDonalds



Boost Juice



Holden



‘Bored of Studies’ website



More information to come….Work in Progress








HSC Business Studies
Marketing Questions


Multiple Choice & Short Answers



Multiple Choice


1.
An engineering business that has been producing pollution control
components for

ten

years, is now redesigning components to meet new
environmental stan
dards.



What marketing strategy is the business currently concerned with?



(A) Place


(B) Price


(C) Product


(D) Promotion


2.
Academic Electronics produces microchip components for manufacturers of
computer

systems.


What type of market is Academic
Electronics servicing?



(A) Consumer


(B) Industrial


(C) Mass


(D) Retail


3.
Which of the following best describes selling
-
oriented marketing?



(A) Using aggressive advertising to persuade customers to purchase products


(B) Satisfying the current and
future preferences of customers to ensure long
-
term

success


(C) Pursuing production efficiencies to deliver quality products at prices that
attract

consumers


(D) Enhancing the quality of working life to motivate staff to deliver high
-
quality


goods and s
ervices





4.
A popular rock band has released a new CD. A large department store has
decided to sell

this CD at below cost price.


What strategy is the store using?



(A) Price points


(B) Market pricing


(C) Price skimming


(D) Loss leader pricing




5.
A soft drink company has designed a multicoloured bottle to market its new
drink.


Which marketing strategy is being used by the company?


(A)


Place

(B)


Price

(C)


Product

(D)


Promotion



6.
Ana purchased a new brand of football boots on the recommendation of her
team
-
mates.


Which factor influenced Ana’s choice?


(A)


Competitiveness

(B)


Economic

(C)


Psychological

(D)


Sociocultural



7.
A bank charges a fee to customers of other banks

who use its ATM service.

What is the pricing method being used by the bank?


(A)


Cost
-
based

(B)


Break
-
even

(C)


Market
-
based

(D)


Competition
-
based










8.
A business is offering next day delivery of cleaned and scaled fish to
restaurants.


What type of market is the business targeting?


(A) Consumer

(B) Intermediate

(C) Resource

(D) Wholesale



9.
A business sets the price of a range of furniture at below cost price.


Which pricing strategy is being used?


(A)


Loss leader

(B)


Penetration

(C)


Price point

(D)


Skimming



10.
What is an example of below
-
the
-
line promotion?


(A)


A television advertising campaign

(B)


Sponsorship of a local sports team

(C)


A commercial billboard on the side of a main road

(D)


A product slogan developed by an advertising agency



11.
What is an example of market segmentation?


(A)


A bank offering reward points to loyal customers

(B)


A breakfast cereal manufacturer using advertising to target specific age
groups

(C)


A spo
rting goods store dividing the floor space into sections to assist with
customer flow

(D)


A biscuit manufacturer repackaging its product as a result of increased
market competition



12.
A local cinema asks customers for their postcode when they purchase

tickets.
This information is used to plan a marketing campaign.


Which of the following best describes this process?


(A)


Market distribution

(B)


Service differentiation

(C)


Primary data collection

(D)


Secondary data collection

13.
A sports
clothing manufacturer is experiencing increased competition and
plans to re
-
launch its product.


Which strategy is most appropriate for this phase in the product life cycle?


(A)


Diversify into sports equipment

(B)


Downsize the marketing department

(
C)


Decrease accounts receivable turnover

(D)


Create a modern image for the clothing ran



14.
Which of the following is an example of price discrimination?


(A) Advertising free installation but charging a fee

(B) Charging consumers for an extended warranty period

(C) Offering pensioners cheaper prices than non
-
pensioners

(D) Selling at the retail price imposed by the manufacturer



15.
Which of the following includes ALL four elements of the marketing mix?


(A)


Credit terms, positioning, segmentation, pricing

(B)


Advertising, warranties, pricing, public relations

(C)


Discounting, packaging, advertising, distribution

(D)


Personal selling, branding, warehousing, publicity



The diagram shows the market
position of Product
A
and of its competitor
Product
Y
.


The marketing manager for Product
A
wishes to move the product from its
current position at
A
to
A
1
.


Personalised

service

Perceived Perceived

low high

quality quality

A A


1

Y

Non
-
personalised

service







16.
Which of the following strategies could the business use to achieve the
repositioning to
A
1
?


(A)


Price skimming

(B)


Increasing price

(C)


Penetration pricing

(D)


Loss leader pricing



The marketing manager for Product
Y
would like to maintain Product
Y
’s current
market positioning and customers.


17.
Which strategy would best achieve this?


(A)


Reducing the price

(B)


Using intensive distribution

(C)


Developing a loyalty scheme

(
D)


Advertising weekly in free local newspapers



18.
A business sells jewellery to 15

20 year olds.


Which type of market is the business targeting?


(A)


Consumer

(B)


Intermediate

(C)


Niche

(D)


Resource



19.
Which of the following is an example of
promotion
as a marketing strategy for
a new line of shampoo?


(A)


Creating a brand name

(B)


Making it available only in hair salons

(C)


Packaging in environmentally
-
friendly bottles

(D)


Advertising it as adding shine and volume to hair



20.
A business makes unauthorised copies of foreign movies and sells them at
the recommended retail price of the original product.


Which of the following describes this practice?


(A)


Sugging

consumers

(B)


Dumping illegal products

(C)


Violating intellectual property rights

(D)


Engaging in resale price maintenance


Short Answers


1.
A shoe manufacturer has employed a high
-
profile teenage music star,

Sandy,

to
launch

its new fashion shoe l
ine aimed at girls in the 8

12 age group.



Advertisement shows a slim model with the catchline: Do you want to move like
Sandy? Step into her shoes and you will.
Available at all good shoe stores.


(a) Describe ONE ethical issue involved in targeting this

age group.

2


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(b) Analyse ONE legal aspect related to the use of the above advertisement.

3



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2.
A mobile phone company is moving to a niche market focus. The concept the

company is aiming to develop is relationship marketing.


(a) Identify ONE feature of a niche market. 1


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(b) Describe relationship marketing. 2


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(c) Identify ONE strategy that the mobile phone company could use to develop

relationship marketing, and explain ONE possible impact of the strategy on

EITHER the customer OR the company. 3


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3.
A chain of fitness centres in the
city is used by office workers.

The owners plan to open a new branch in a shopping complex in a new suburb.


(a) Identify ONE possible target market for the new
branch. 1


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(b) Describe a market research process appropriate for the new branch. 3


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(c)


Analyse how the business could differentiate its existing services for the
new

branch. 6



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4.
A business sells a perfumed hair gel under the
KoolTop
brand. It now wants to
market a cheaper non
-
perfumed hair gel.



(a)


Define
branding
. 2


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..


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(b)


Describe ONE advantage and ONE disadvantage of marketing the

non
-
perfumed hair gel under the
KoolTop
brand. 4


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100% environmentally friendly

Fits all your shopping

Buy one today

Money back guarantee

Has the government tick of approval

Cheaper for pensioners

Gogreen


A customer
-
oriented business sells environmentally friendly shopping bags. The

business

is considering using the following advertisement to market its product.
One business objective is to improve its reputati
on as a provider of
environmentally friendly products.


5.
(a) Define
customer orientation
.
2


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(b)


Explain how TWO features of this advertisemen
t could be seen as
deceptive or
misleading.

4



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(c)


Assess the likely impact of using this advertisement to achieve the
business objective. 4


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Work in Progress
-

Answers to come……




Multiple Choice

Answers


1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15.

16.

17.

18.

19.

20.





Short Question Answers


1.

2.

3.

4.

5.