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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. L2 Application of knowledge and understanding

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Results
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
Marking

L2 Application of knowledge and understanding

Effective and accurate use of information from the case study and BS knowledge.

2-4 marks

L1 Statement of Knowledge

Straight copying of case study material

Listed points

1 mark


What are the trends
What are the trends?

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



Why has this stage been reached 3
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
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
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
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
Which market segments might the Theme Park be aimed at? (4) product? (6)

  • 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
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
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
Local Businesses groups? (3)

  • Attract more people to the area

  • More passing trade

  • New opportunities for restaurants and hotels

  • More facilities


Other theme parks in uk
Other theme parks in UK groups? (3)

  • 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
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
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
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
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
7. Explain the difference between trade mark (2)

  • Field research

    Primary research that you find yourself by use of a questionnaire or panel

    Desk Research

    This is secondary research that has already been completed by someone else. It is not specific to your needs but can give good background information.


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