Marketing

Table of Contents

1. Topic pack - Marketing - introduction
2. 4.1 The role of marketing - notes
3. 4.1 The role of marketing - questions
4. 4.2 Marketing Planning - notes
5. 4.2 Marketing planning - questions
6. 4.3 Product introduction - notes
7. 4.3 Product - questions
8. 4.3 Product - simulations and activities
9. 4.4 Price - notes
10. 4.4 Price - questions
    1. Elasticity of demand - self-test
    2. Price, income and cross elasticity - self-test questions
    3. Non - price competition
    4. Pricing and quality
    5. Pricing - Conclusion
    6. Pricing policy
    7. Mega yachts and mega money
    8. Certainly not Dinky prices
    9. Hold the Frills
    10. Pricing
11. 4.4 Price - simulations and activities
12. 4.4 Promotion - notes
13. 4.5 Promotion - questions
14. 4.6 Place (distribution) - notes
15. 4.7 International marketing - notes
16. 4.7 International marketing - questions
17. 4.8 E-commerce - notes
18. 4.8 E-commerce - questions
19. Printable version

Mega yachts and mega money

Read the article Mega yacht maker pushes out the boat (you can do this in the window below or follow the previous link to read the article in a separate window) and then consider answers to the questions below.

Question 1

Define the term 'income elasticity of demand'.

Question 2

Explain the factors that affect the value of the income elasticity of demand for a product like mega yachts.

Question 3

".....the global yacht market is growing steadily at some 10-15% per year". Analyse two external factors that determine the rate of growth of the market for yachts.

Question 4

Prepare a SWOT analysis for the Azimut-Benetti Group and evaluate their future strategy.