1
2 marks
Define the term 'marketing plan'.
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Marketing Strategy (A Level) (Cambridge (CIE) A Level Business): Exam Questions
Exam code: 9609
2 hours18 questions
2
3 marks
Case Study
Wensley
Wensley produces handmade artisan cheese in country D. It sells through delicatessens at premium prices, and its brand is built on traditional methods. Wensley has been offered shelf space by a discount supermarket chain, which would require it to cut its price by 40% and use plain packaging.
Explain one reason why Wensley's marketing strategy should be consistent with its product and its market.
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3
2 marks
Define the term 'artificial intelligence'.
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4
2 marks
Define the term 'pan-global marketing'.
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5
3 marks
Case Study
Hartley Instruments
Hartley Instruments makes guitars and violins in country R. It has never written a marketing plan, and decisions about promotion are taken by the owner month by month. Sales have grown, but the marketing budget was overspent by 30% last year.
Explain one benefit to Hartley Instruments of producing a marketing plan.
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6
3 marks
Case Study
Vanta Telecom
Vanta Telecom provides mobile phone services in country F. It holds records of how much data each of its 2 million customers uses, when they contact customer service, and which tariffs they have changed. Until now it has sent the same promotional offer to every customer.
Explain one way in which information technology could improve Vanta Telecom's marketing.
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7
3 marks
Case Study
Ivybridge Cards
Ivybridge Cards designs and prints greeting cards in country M. Its home market is small and sales have been flat for two years. Around 70% of its cards carry no written message, only images.
Explain one reason why international marketing may be important for Ivybridge Cards.
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8
3 marks
Case Study
Redmoor
Redmoor is a parcel delivery business in country T, considering expansion into one of two neighbouring countries.
Country J has a large population and fast-growing online shopping, but poor roads and no address system in rural areas. Country K is smaller and growing slowly, but has reliable roads and an established postal address system.
Explain one factor Redmoor should consider when selecting which international market to enter.
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9
3 marks
Case Study
Thornbury Paints
Thornbury Paints manufactures paint in country W and wants to sell in country B. Paint is heavy and expensive to transport, and country B applies a 25% import tariff on manufactured goods. Thornbury Paints has limited capital and no knowledge of country B's regulations on chemical products.
Explain one factor that may influence the method Thornbury Paints uses to enter country B.
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10
3 marks
Case Study
Everdon Games
Everdon Games publishes board games in country S. In January it produced a detailed marketing plan for the year, setting out promotional spending quarter by quarter and a launch date of October for its main new game.
In March, a competitor announced a very similar game for release in June, and the cost of printed cardboard rose by 20%.
Explain one limitation of marketing planning for Everdon Games.
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1
8 marks
Case Study
Brightside Tyres
Brightside Tyres operates 40 tyre-fitting centres in country Q and wants to expand into country M. It is considering franchising: local businesspeople would run centres under the Brightside Tyres name, paying an initial fee and a share of revenue, and buying tyres from Brightside Tyres.
Brightside Tyres has limited capital. Country M has different vehicle safety regulations from country Q, and an established chain there already operates 120 centres.
Analyse two benefits to Brightside Tyres of using franchising to enter the market in country M.
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2
8 marks
Case Study
Pennine Crafts
Pennine Crafts sells craft supplies online in country D. It has 180 000 registered customers and records every product viewed, added to a basket and purchased. It stocks 9 000 different products.
Its weekly email newsletter goes to every customer with identical content, and the proportion of customers opening it has fallen from 24% to 11% over two years.
Analyse two ways in which artificial intelligence could improve Pennine Crafts' marketing.
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3
8 marks
Case Study
Carrow
Carrow manufactures luggage in country J. Its marketing objective for the next two years is to raise the share of its sales coming from customers aged under 30 from 12% to 25%.
Its promotion is currently placed in airline magazines and on airport advertising boards. Its range consists mainly of large hard-shell suitcases priced between $180 and $260. Research shows that travellers under 30 mostly take short trips with cabin-sized bags and book through mobile apps.
Analyse two changes Carrow could make to its marketing strategy in order to achieve this objective.
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4
8 marks
Case Study
Ledbury Print
Ledbury Print provides commercial printing in country F. It has repositioned itself as a fast-turnaround service, promising delivery within 48 hours, and its advertising emphasises speed.
However, its website quotes a standard lead time of seven days, its sales team offers discounts to customers who place orders four weeks in advance, and its two largest presses are 15 years old and break down roughly twice a month.
Analyse two problems that a lack of consistency in Ledbury Print's marketing strategy may cause.
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5
8 marks
Case Study
Stanhope Bathrooms
Stanhope Bathrooms sells bathroom fittings in country R through showrooms and online. Until now, the showroom team, the online team and the advertising agency have each set their own prices, promotions and product photography.
The same tap is priced at $95 online and $128 in showrooms, and a discount advertised on television last month was not available in showrooms. Customer complaints have risen by 40%.
Analyse two benefits to Stanhope Bathrooms of adopting a coordinated marketing strategy.
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1
16 marks
Read the following extract (lines 28-41) before answering
Recommend to PC’s Board of Directors which one of the two strategies should be adopted for entering new markets in Asia and Africa.
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2
12 marks
Read the following extract before answering
Evaluate two changes that UBH could make to its current marketing strategy to increase sales and reach its target capacity utilisation.
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3
16 marks
Read the following extract before answering
Recommend a possible marketing strategy for AC to enter the consumer fitness equipment market. Justify your recommendation.
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