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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)
  • 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
  • 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
  • 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
  • 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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