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
   1. Product life cycle & product portfolio- self-test
   2. Product - case study
   3. Product portfolio analysis - short answer questions
   4. Product branding - short answer questions
   5. Product positioning - short answer question
   6. Vorsprung durch Technik
   7. Branding - is it becoming a joke?
   8. Answering the call of nature in Lagos
   9. AOL rebrands as Aol
   10. 3D or Holographic TV - is the world ready to upgrade?
   11. Bratz fighting back
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

Product life cycle & product portfolio- self-test

1

Product development How many stages does a product normally pass through when it is under development? a) Five b) Six c) Four d) Twelve Yes, that's correct. Well done. The six stages are (a) the screening stage (b) testing the concept (c) market analysis (d) product development (e) Test marketing and (f) the product launch.No, that's not right. The correct answer is six. These are (a) the screening stage (b) testing the concept (c) market analysis (d) product development (e) Test marketing and (f) the product launch.Your answer has been saved.

2

Product positioning You might use a product positioning map to: a) Show the life span of the product b) To discover if your competitors are very active in the section of the market you might wish to operate in c) To develop a product family within a market d) To discover the market size for a product Yes, that's correct. Well done. This will appear from the map and so tell you where competition is greatest.No, that's not right. The answer is B as this will appear from the map and so tell you where competition is greatest. A refers to the product life cycle. C might come from the exercise but it is not the main reason for developing a 'map'. D would be part of certain market research exercises you might embark on.Your answer has been saved.

3

Product life cycle and cash flow Which of the following explains why it is normal for a new product to record a negative cash flow when it is starting its product life cycle? a) The product is now earning its maximum revenues b) The product is now mature and is generating high sales revenues c) The product has been broadened to include new members of its 'family' d) The initial investment involved in launching the product has yet to be recovered Yes, that's correct. Well done. This is true as it might be the case that monies spent initially are high but once the product 'lifts off' so the costs will be covered.No, that's not right. The correct answer is D as it might be the case that monies spent initially are high but once the product 'lifts off' so the costs will be covered. A refers to a product that has become established and is now a mature member of our range. B is what it says and is most certainly NOT in its initial introductory stage. C might cause a short term reduction in profitability of the range but the products already well established should easily cover any short fall in the new member.Your answer has been saved.

4

Extension strategy What is meant by the term 'extension strategy'? a) A strategy that attempts to prolong the life span of a product b) Referring to one product whilst promoting another c) Developing a range of products that complement each other d) Developing a new product to replace the product in the same market that has reached the end of its normal product life cycle Yes, that's correct. Well done. The six stages are (a) the screening stage (b) testing the concept (c) market analysis (d) product development (e) Test marketing and (f) the product launch.No, that's not right. The correct answer is A as this is exactly what an extension strategy is designed to try and achieve. B refers to cross marketing and is common in broadcasting, whilst C is a reasonable definition of a product family and D is renewing a product, not extending the life of an existing product.Your answer has been saved.

5

Boston Matrix Which of the following does NOT appear within the Boston Matrix? a) Cash cows b) Dogs c) Innovators d) Problem children Yes, that's correct. Well done. This is one of the types of the market segment categories considered by the Everett Rogers segmentation model and therefore not a part of the Boston Matrix.No, that's not right. The correct answer is C as this is one of the types of the market segment categories considered by the Everett Rogers segmentation model. ALL of the others appear in a Boston Matrix along with Stars.Your answer has been saved.