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

Changing times

HMV is a major UK music retailer. Shares in retail group fell 17 % in December 2010 after the company reported an accelerating decline in sales and halved its interim dividend.

HMV has been trying to diversify into new products such as iPads, develop live and digital music markets, revitalise its Waterstone's book chain and sell more technology products and entertainment-related clothing in the HMV stores. However, this strategy has not compensated for erosion in its traditional book and music markets. Live music profits of £1.5m fell below expectations, and the company said the 15.3 per cent decline in sales at HMV meant it "must accelerate" the introduction of new products.

Adapted source: FT.com

Read the article HMV rocked by growing losses and snow storms (you can do this in the window below or follow the previous link to read the article in a separate window) and then consider answers to the questions below.

Question 1

Define the terms:

• interim dividend
• loss leader.

Question 2

Explain the problems associated with a seasonal business model.

Question 3

With reference to an appropriate tool like the Ansoff Matrix, analyse the growth strategy adopted by HMV.

Question 4

Using Porter's Five Forces model, evaluate the principal pressures faced by HMV.