Marketing Exam

Results

• All except 1did much better than last test

• Special well done for improvement to Nick – 33% improvement

• Top mark 88% (Well done Eugene)

• Anyone under 60% is to retake on Friday lunchtime

Marking

L2Application of knowledge and understandingEffective and accurate use of information from the case

study and BS knowledge. 2-4 marks

L1Statement of KnowledgeStraight copying of case study materialListed points

1 mark

What are the trends?

• Slow growth – rapid growth – gradually evened out at a steady level

What stage of the life cycle has it reached?

Why has this stage been reached? (3)

• Because many people have bought the product but are now bored of it so are looking for something else

• The segment has become saturated meaning there is no one left to buy it

• Competition has launched new product so customers are attracted to that instead

What is panel research? (2)

• A group of people are brought together to taste/view/use a product and discuss what they like/dislike to help the company find out if it will be successful

Discuss the benefits and drawbacks of using questionnaires to collect survey data (6)

Benefits• Quantitative (lots of people can be asked)• Find out wants/needs• Make it specific to your needs

Drawbacks• People don’t answer honestly• They get thrown away• Closed questions

What could Brewertons do to increase the sales of their product? (6)

• Promotion strategy, e.g. buy 1 get 1 free

• Diversify product, e.g. bring out energy bar

• Change name/logo/image to attract interest

• Change packaging

Which market segments might the Theme Park be aimed at? (4)

• Teenagers because they like day time attractions for something to do without parents

• Children as it is a place that is fun to go for a party/ with parents

• Families as it is a fun day out with the children

Discuss the factors that might influence the choice of location in the UK (7)

• Space• Infrastructure• Cost• Public Transport• Road access (for deliveries/customers)• Employment levels• Competition

How might the opening of a theme park affect the following groups? (3)

Local Residents• Pollution• Litter• Traffic congestion• Noise• Employment opportunities• Enhance local economy

Local Businesses

• Attract more people to the area

• More passing trade

• New opportunities for restaurants and hotels

• More facilities

Other theme parks in UK• Increased competition

• Decrease in customers

• Decrease in revenue

• Need to make improvements

• Need to advertise

• Need to offer promotions to keep customers

List 2 sources of data which Nu-Ger may use in its market survey (2)

• Internet research

• Another company’s or competitor’s research

• National Statistics(Lyam)

4. Explain why Nu-Gear thinks that primary research may be more useful than secondary data (4)

• Primary research is more up to date than secondary research which may have been done years ago.

• It can be designed specifically for your needs as you can design the questions yourself and analyse them how you want to.

5. How would brand loyalty be used by a company such as Nu-Gear? (4)

• Nu-Gear can encourage customer loyalty before bringing out a new product, therefore enhancing their sales and increasing the number of customers that will want to try the new products.

6. State 2 reasons why Nu-Gear would want to protect it’s trade mark (2)

• So no-one else would steel their trade mark and damage their reputation

• Because without it, no-one would recognise them

7. Explain the difference between

• Field researchPrimary research that you find yourself by use of

a questionnaire or panel

Desk ResearchThis is secondary research that has already been

completed by someone else. It is not specific to your needs but can give good background information.