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(2)
List four changes that may cause the market for a product to grow.
(4)
(1)
(2)
(1)
What is the term for marketing that focuses on selling to the final, non-business, user of a
product?
(1)
List three particular factors that have to be considered when marketing services.
(3)
(2)
(2)
(2)
11
(2)
12
(2)
10
(4)
What are the three additional Ps that mostly relate to marketing services?
(3)
(2)
State three main factors that need to be taken into consideration when deciding the marketing mix of a
product.
(3)
(1)
(1)
List five types of information that market research is generally used to find out.
(5)
(4)
(4)
(4)
(3)
10
11
12
(10)
13
(2)
14
State and explain the three main ways in which a market can be segmented.
(3)
15
(2)
16
(2)
(HL) State Porters Five Forces and identify the key force though which the others act.
(5)
17
18
(3)
19
(HL) What are the three main decisions that a model such as Porters Five Forces may be used to
make?
(3)
20
(2)
4.3 Product
Full sentence answers are not required: SL 39 marks, 39 minutes HL 39 + 11 marks, 50 minutes
1
(2)
(2)
List five stages (arranged in order) in the process of developing a new product.
(5)
Draw and label a graph of the stages of the product life cycle. Add a line to represent the effect of an
extension strategy.
(7)
(5)
Explain the main problem that a product with a very short life cycle may have.
(2)
(4)
Label the four different quarters of the matrix with the correct BCG names.
(4)
(1)
(1)
(2)
Label each quarter with the name of the product life cycle stage it best reflects.
(4)
(4)
(HL) Identify the main feature of each of the following types of branding:
(4)
family
product
company
own label.
10
(3)
2.
Use the Boston Consulting Group Matrix to analyse Fast Eaters product portfolio. [6 marks]
3.
Suggest a new product for Fast Eater and devise a marketing mix (7Ps) to support your chosen
product. [8 marks]
10
4.4 Price
Full sentence answers are not required: SL 12 marks, 12 minutes HL 12 + 26 marks, 38 minutes
1
List four factors that may be taken into consideration when deciding the selling price of a product or
service. (4)
The cost of making a product is $10. Cost plus 40% pricing is used. Calculate the selling price.
a How would you calculate the selling price of a product using absorption cost pricing?
(2)
(2)
What is the biggest problem with using the above calculation in reality?
(1)
(1)
(2)
11
(2)
(2)
Contribution =
8
(1)
(HL) If a business with spare capacity has a profit after paying fixed costs, why might it decide to sell
additional items at a lower sales price? (2)
10
(HL) What is the difference between competition (going rate) pricing and destroyer pricing?(2)
11
(2)
12
(2)
13
(HL) Give two reasons why a business may use promotional pricing.
(2)
(1)
14
12
15
(HL) In a supply and demand graph, what does demand mean? (2)
16
(2)
PED =
17
a (HL) How would the PED equation given in your previous answer be adapted to calculate cross
elasticity of demand (XED)?
(2)
18
(HL) How would the PED equation be changed in order to calculate income elasticity of demand (IED)
or advertising elasticity of demand (AED)?
(1)
19
(2)
13
4.5 Promotion
Full sentence answers are not required: SL 22 marks, 22 minutes HL 22 + 2 marks, 24 minutes
1
(2)
(5)
(4 = 2)
(3)
14
(7)
(2)
(1)
(2)
15
Explain two methods of primary research that Allez could use to help them to identify the perceived
strengths and weaknesses of their product.
(4)
(2)
Explain how market segmentation could help Allez to achieve a greater market share of the snowboard
market.
(6)
Discuss how branding may be important for the marketing of Allez snowboards.
(8)
market research
(2)
market leader.
(2)
Explain two problems that Allez could face if they continue to use competition pricing.
Examine the possible primary and secondary research that companies like Allez could use to ensure that
products are developed to fit market demands.
(6)
(6)
Evaluate two possible ways that Allez could extend their market internationally.
(9)
16