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
   1. Market research - self-test
   2. Marketing plans - self-test
   3. Marketing objectives & strategy - self-test
   4. The marketing mix - case study
   5. Marketing plan - case study
   6. Marketing objectives and market share
   7. The role of market research
   8. Primary and secondary research - short answer questions
   9. Questionnaires - short answer questions
   10. Market segmentation - short answer questions
   11. Sales forecasting - short answer questions
   12. Sales forecasting - case study
   13. Forecasting techniques - short answer questions
   14. Forecasting techniques - numerical questions
   15. Cyclical variation - numerical question
   16. Marketing strategies - short answer questions
   17. Marketing strategies - case study
   18. Marketing strategies - case study (2)
   19. The Business of Ageing
   20. The online music revolution
   21. Marketing and ethics
   22. Make it green and keep them keen
   23. 'Green' Gifts
   24. Changing times
   25. TryIT - Marketing Maze Green Yachts
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

Forecasting techniques - numerical questions

Maze Green Yachts plc

Maze Green has been in business selling yachts and other pleasure craft for the last 14 years. Their sales record is reproduced below:

Question 1

Plot the data in on graph paper

Question 2

Using a 4 quarter moving average plot the resulting trend line.

Question 3

Calculate the seasonal variation for each quarter and use these figures to work out the average seasonal variation for each quarter

Question 4

Calculate the forecast sales for each quarter of 2011.

Sales of fashion shoes

Sales of modern fashion shoes were carefully recorded over the 20 months of its life and are published below.

Question 1

Plot the data in the form of a scatter diagram, and attempt to identify any trend.

Question 2

Prepare a 4 month moving average, and plot the resulting trend line.

Question 3

Comment on your findings.

Honeydew Ice Creams

Sales of ice cream are highly seasonal, so can be hard to predict. Data recording sales of ice cream tubs for the last four years of trading for Honeydew is given below.

Using time series analysis of the above data, calculate:

1. The seasonal variation by quarter
2. The best estimate of sales, by quarter for the year 2011.

Carry out this calculation using both 3 and 4 quarter moving averages