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
11. 4.4 Price - simulations and activities
12. 4.4 Promotion - notes
13. 4.5 Promotion - questions
    1. Promotional techniques - short answer questions
    2. Marketing case study (1)
    3. Marketing case study (2) - It's all in the colour?
    4. P&G boost their advertising expenditure
    5. TryIT - Promoting Maze Green Yachts
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

TryIT - Promoting Maze Green Yachts

Now that you have considered many of the different strategies that companies use to promote their products, why not try it out for yourself.

In the window below is the Maze Green Yachts online business simulation. In this, you get to see how well you can run a major international yacht manufacturer.

To test how well you can promote their yachts, go to the Maze Green business simulation (you can either do this in the window below or you can open it in a separate window by following the previous link).

In the simulation you can change the levels of promotion spending. You can also adjust the pricing of the various products and see how this affects their sales. Have a go at answering the following questions.

Question 1

Distinguish between above the line and below the line promotion.

Question 2

Try running the simulation for two years while increasing promotion spending by 5%. Explain the impact on sales.

Question 3

Try running the simulation for two years while increasing promotion spending by 20%. What impact has this had on sales? How much did this differ from increasing by 5% each period.

Question 4

Try running the simulation for two years while decreasing promotion spending by 5%. What impact has this had on sales?

Question 5

Try running the simulation for two years while decreasing promotion spending by 20%. What impact has this had on sales? How much did this differ from increasing by 5% each period.

Question 6

What conclusions would you draw from the above experiments about the effectiveness of promotion spending for the promotion of yachts?

Question 7

Develop an appropriate promotion strategy for Maze Green Yachts for the launch of a new yacht. The new product is aimed at the highest income earners and is the largest yacht in their product range. Customers are able to individualise the yachts to a significant extent.