The Marketing Mix

Worked examples (6)

• 1Classify goods, services and attributes (4 marks)
• 2Define USP and give an example (4 marks)
• 3Explain service characteristics for a salon (5 marks)
• 4Explain the importance of product development (5 marks)
• 5Analyse how a USP supports a higher price (8 marks)
• 6Analyse the role of intangible attributes (6 marks)

Model answers (6)

• ✓Model answer — 9609 Paper 1 Section A style
• ✓Model answer — 9609 Paper 1 Section A style
• ✓Model answer — 9609 Paper 1 Section A / Paper 2 style
• ✓Model answer — 9609 Paper 1 Section B(a) style
• ✓Model answer — 9609 Paper 1 Section B(b) style
• ✓Model answer — 9609 Paper 1 Section B (full essay) / Paper 2 (e) style

Worked examples (6)

• 1Identify the promotion method (4 marks)
• 2Classify above- vs below-the-line (4 marks)
• 3Explain why a firm uses sales promotion (5 marks)
• 4Explain advantages of digital promotion (5 marks)
• 5Analyse the benefits of strong branding (8 marks)
• 6Analyse choosing a promotional mix (6 marks)

Model answers (6)

• ✓Model answer — 9609 Paper 1 Section A style
• ✓Model answer — 9609 Paper 1 Section A style
• ✓Model answer — 9609 Paper 1 Section A / Paper 2 style
• ✓Model answer — 9609 Paper 1 Section B(a) style
• ✓Model answer — 9609 Paper 1 Section B(b) style
• ✓Model answer — 9609 Paper 1 Section B (full essay) / Paper 2 (e) style

Worked examples (6)

• 1Classify decisions into the right P (4 marks)
• 2Define the marketing mix and name the 4Ps (4 marks)
• 3Explain why the 4Ps must be integrated (5 marks)
• 4Explain matching the mix to a target market (5 marks)
• 5Analyse why one weak P undermines the mix (8 marks)
• 6Analyse why a service mix differs from a goods mix (6 marks)

Model answers (6)

• ✓Model answer — 9609 Paper 1 Section A style
• ✓Model answer — 9609 Paper 1 Section A style
• ✓Model answer — 9609 Paper 1 Section A / Paper 2 style
• ✓Model answer — 9609 Paper 1 Section B(a) style
• ✓Model answer — 9609 Paper 1 Section B(b) style
• ✓Model answer — 9609 Paper 1 Section B (full essay) / Paper 2 (e) style

Worked examples (6)

• 1Identify the pricing method (4 marks)
• 2Calculate a cost-plus price (3 marks)
• 3Explain why a new entrant uses penetration pricing (5 marks)
• 4Explain why skimming suits an innovative product (5 marks)
• 5Analyse the limitations of cost-plus pricing (8 marks)
• 6Analyse dynamic pricing for an airline (6 marks)

Model answers (6)

• ✓Model answer — 9609 Paper 1 Section A style
• ✓Model answer — 9609 Paper 1 Section A style
• ✓Model answer — 9609 Paper 1 Section A / Paper 2 style
• ✓Model answer — 9609 Paper 1 Section B(a) style
• ✓Model answer — 9609 Paper 1 Section B(b) style
• ✓Model answer — 9609 Paper 1 Section B (full essay) / Paper 2 (e) style

Worked examples (6)

• 1Identify the channel of distribution (4 marks)
• 2Classify digital vs physical distribution (4 marks)
• 3Explain factors affecting channel choice (5 marks)
• 4Explain advantages of selling direct (5 marks)
• 5Analyse moving to online distribution (8 marks)
• 6Analyse using a wholesaler (6 marks)

Model answers (6)

• ✓Model answer — 9609 Paper 1 Section A style
• ✓Model answer — 9609 Paper 1 Section A style
• ✓Model answer — 9609 Paper 1 Section A / Paper 2 style
• ✓Model answer — 9609 Paper 1 Section B(a) style
• ✓Model answer — 9609 Paper 1 Section B(b) style
• ✓Model answer — 9609 Paper 1 Section B (full essay) / Paper 2 (e) style