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

The online music revolution

Read the article Viral videos - no longer the trailblazing net phenomenon they once were and then have a go at the questions below. You can either read the article in the window below, or follow the previous link to open the article in a new window.

Before you answer the questions you may like to look through some of the postings on the following site which provides advice to independent musicians on online marketing strategies:

• Music Marketing Online Strategies for Independent Musicians

and consider the points made in the following blogpost:

• The Impact of Indie Music on Major Labels

Question 1

Describe what is meant by 'viral marketing'.

Question 2

Explain the impact of the internet on major record labels.

Question 3

Analyse the effectiveness of the internet in achieving the marketing objectives of independent musicians.

Question 4

Evaluate the statement 'Genuinely independent viral success has always been a lucky exception' and assess the extent to which record labels can influence social media.