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 marketing mix - case study

A traditional family drinks firm has been developing slowly and built up a strong reputation, but control has now passed to the next generation and they want to look at possible expansion for the firm. The new marketing director made the following statement:

'We have a strong family image and our products are trusted, but we are considering changing our production strategy. We have normally just produced the flavouring and let others bottle it and take the risks of selling to the public. After considerable market research we have decided to launch our own brand of soft drinks. Initially, these will be: a cola flavour, lemonade and ginger beer. If these are successful then others are planned.'

1. Explain the marketing importance of 'a strong family image'.
2. Outline the market research the company is likely to have undertaken.
3. Analyse the advantages and disadvantages of the drinks firm introduce their brands with a penetration pricing policy.
4. Discuss potential changes in the marketing mix that this new strategy will involve and comment on their significance.