This resource is strictly for the use of member schools for as long as they remain members of The PiXL Club Ltd.© November 2018 The PiXL Club Ltd. All rights reserved.

GCSE – AQA Unit 5 New Specification: Marketing

© November 2018 The PiXL Club Ltd. All rights reserved. This resource is strictly for the use of member schools for as long as they remain members of The PiXL Club Ltd.

Unit 5:Marketing

Identifying and understanding customers

• Discuss why the fashion industry would need to understand its customer base quickly.

• Evaluate the possible consequences of not identifying the correct customer before a product launch.

• How would a car manufacturer go about identifying its customers?

• Discuss whether it is ever truly possible to understand all customers needs and wants.

The purpose and methods of market research (cont)

• Discuss why a supermarket would collect personal information from its customers.

• Research the market share of the UK supermarket industry.

• Explain the formula for calculating market share.• Identify three ways a business could increase its market

share.

The elements of the marketing mix: product (4Ps)

• Discuss whether all businesses should have a unique selling point.

• Explain why having a unique selling point is important to businesses in a competitive environment.

• Evaluate whether changing target market is always a suitable extension strategy.

• Discuss each section of the Boston Matrix using a businesses products.

Segmentation

• Discuss whether the segments which a business targets ever change.

• Evaluate whether it is possible for customers to fall into multiple segments.

• Discuss how much a business could lose out on by targeting the wrong segment.

• Discuss whether you think a business should focus on one main segment, or multiple segments.

The purpose and methods of market research

• Is market research solely aimed at collecting customer information?

• Discuss whether primary or secondary research would result in more accurate results.

• Give three reasons why ALL businesses don’t conduct both primary and secondary research.

• Explain why a business might conduct a focus group instead of a survey or questionnaire for research.

The elements of the marketing mix: promotion (4Ps)

• Discuss how competitor actions would influence promotion.

• Evaluate whether increasing promotion would always result in an increase in sales.

• Discuss the appropriate promotional a business might use when targeting the youth market.

• Evaluate how the promotional mix has changed over time.

The elements of the marketing mix: place (4Ps)

• Discuss whether you think telesales will eventually cease to exist.

• Discuss whether it is inevitable that ALL businesses will eventually use e-commerce.

• Evaluate the benefits and drawbacks of a luxury brand using retailers to sell its products.

• Explain whether e-commerce is the best way to open up into international markets.

The elements of the marketing mix: price (4Ps)

• Explain how an extension strategy can influence pricing decisions within a business.

• Evaluate which is the most important element of the marketing mix.

• Discuss whether price is the most important element of the marketing mix to consider.

• Discuss the advantages and disadvantages of using penetration pricing as a strategy for a new product.