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

Sales forecasting - case study

Despite a full range of focus group testing the new ice cream failed to take-off and sales were disappointingly low. Lemon flavour had been tested amongst adults and the price point established. However, young people had not rushed to buy the product and with Autumn approaching the marketing manager was concerned that the original forecasts were wildly optimistic. He had spent his marketing budget on expensive adverts for both TV and the national press, but had not foreseen the introduction of a new fruity range by their major rival.

Unless things improved the product line was doomed and so probably was his career with the largest makers of ice cream in the country.

Question 1

Define the terms:

• focus group
• marketing budget

Question 2

Explain why the market research may have been inaccurate.

Question 3

Identify four factors that might have led to the disappointing sales.

Question 3

Discuss how the marketing mix may be adapted if the firm decides to re-launch the product.