The Nature of Marketing

Worked examples (6)

• 1Identify marketing objectives (4 marks)
• 2Distinguish marketing from selling (4 marks)
• 3Explain a SMART marketing objective (5 marks)
• 4Explain the link to corporate objectives (5 marks)
• 5Analyse marketing-operations coordination (8 marks)
• 6Analyse the importance of marketing (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 demand vs supply factors (4 marks)
• 2Read the equilibrium from a diagram (4 marks)
• 3Explain factors raising demand (5 marks)
• 4Explain a fall in supply (5 marks)
• 5Analyse a shortage and price adjustment (8 marks)
• 6Analyse the effect of a demand shift (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)

• 1Calculate market share (3 marks)
• 2Calculate market growth (3 marks)
• 3Classify product vs market orientation (5 marks)
• 4Explain a market-scope choice (5 marks)
• 5Interpret a change in market share (6 marks)
• 6Analyse the implications of a growing market (8 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 mass or niche (4 marks)
• 2State features of each market (4 marks)
• 3Explain advantages of niche marketing (5 marks)
• 4Explain disadvantages of mass marketing (5 marks)
• 5Analyse the vulnerability of a niche (8 marks)
• 6Analyse economies of scale in mass marketing (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 each product (4 marks)
• 2Identify B2C or B2B (4 marks)
• 3Explain how B2B marketing differs (5 marks)
• 4Explain why classification affects the mix (5 marks)
• 5Analyse the importance of relationships in B2B (8 marks)
• 6Analyse promotion for an industrial product (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 method of segmentation (4 marks)
• 2Demographic or psychographic? (4 marks)
• 3Explain benefits of segmentation (5 marks)
• 4Explain a suitable segmentation method (5 marks)
• 5Analyse the value of psychographic segmentation (8 marks)
• 6Analyse the risk of over-segmentation (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 CRM methods (4 marks)
• 2State the aims of CRM (4 marks)
• 3Explain aims of CRM (5 marks)
• 4Explain benefits of CRM (5 marks)
• 5Analyse why retention can beat acquisition (8 marks)
• 6Analyse the costs of CRM (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