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
   1. Craving coffee - the coffee market
   2. Paying more to do good?
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
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

Paying more to do good?

Read the article Virtue for sale (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 'asset-led marketing'.

Question 2

Explain how Ben and Jerry's use asset-led marketing as part of their overall marketing strategy.

Question 3

Analyse why people are prepared to pay more for goods that they consider to be produced in a more socially responsible manner.

Question 4

Discuss how companies can use a socially responsible approach to business to position themselves differently in the market.