Marketing mix and strategy

Worked examples (6)

• 1Identify the pricing strategy
• 2Skimming or penetration?
• 3Explain why a strategy suits the firm
• 4Penetration or predatory?
• 5Analyse two factors in choosing a pricing strategy
• 6Discuss dynamic pricing

Model answers (6)

• ✓Model answer — WBS11 Section A style — Define (2 marks, Knowledge 2)
• ✓Model answer — WBS11 Section A style — Explain (4 marks: Knowledge 1, Application 2, Analysis 1)
• ✓Model answer — WBS11 Section A style — Analyse two (6 marks: Knowledge 2, Application 2, Analysis 2)
• ✓Model answer — WBS11 Section B style — Discuss (8 marks, 3-Level grid; Level 3 = 6–8)
• ✓Model answer — WBS11 Section A/B style — Assess (10 marks, 4-Level grid; Level 4 = 8–10)
• ✓Model answer — WBS11 Section C style — Evaluate (20 marks, 4-Level grid; Level 4 = 16–20)

Worked examples (6)

• 1Classify products into Boston quadrants
• 2Identify the PLC stage and the right mix
• 3Explain the purpose of the Boston Matrix
• 4Match the mix to the strategy
• 5Analyse two extension strategies
• 6Discuss the usefulness of the Boston Matrix

Model answers (6)

• ✓Model answer — WBS11 Section A style — Define (2 marks, Knowledge 2)
• ✓Model answer — WBS11 Section A style — Explain (4 marks: Knowledge 1, Application 2, Analysis 1)
• ✓Model answer — WBS11 Section A style — Analyse two (6 marks: Knowledge 2, Application 2, Analysis 2)
• ✓Model answer — WBS11 Section B style — Discuss (8 marks, 3-Level grid; Level 3 = 6–8)
• ✓Model answer — WBS11 Section A/B style — Assess (10 marks, 4-Level grid; Level 4 = 8–10)
• ✓Model answer — WBS11 Section C style — Evaluate (20 marks, 4-Level grid; Level 4 = 16–20)

Worked examples (6)

• 1Identify the design-mix element
• 2Weight the design mix for the market
• 3Explain how design differentiates a product
• 4Calculate and explain value added
• 5Analyse two ways design adds value
• 6Discuss investing in sustainable design

Model answers (6)

• ✓Model answer — WBS11 Section A style — Define (2 marks, Knowledge 2)
• ✓Model answer — WBS11 Section A style — Explain (4 marks: Knowledge 1, Application 2, Analysis 1)
• ✓Model answer — WBS11 Section A style — Analyse two (6 marks: Knowledge 2, Application 2, Analysis 2)
• ✓Model answer — WBS11 Section B style — Discuss (8 marks, 3-Level grid; Level 3 = 6–8)
• ✓Model answer — WBS11 Section A/B style — Assess (10 marks, 4-Level grid; Level 4 = 8–10)
• ✓Model answer — WBS11 Section C style — Evaluate (20 marks, 4-Level grid; Level 4 = 16–20)

Worked examples (6)

• 1Above-the-line or below-the-line?
• 2Why digital suits a small firm
• 3Explain a benefit of a strong brand
• 4Judge whether a campaign is worth it
• 5Analyse two benefits of digital promotion
• 6Discuss reliance on heavy sales promotions

Model answers (6)

• ✓Model answer — WBS11 Section A style — Define (2 marks, Knowledge 2)
• ✓Model answer — WBS11 Section A style — Explain (4 marks: Knowledge 1, Application 2, Analysis 1)
• ✓Model answer — WBS11 Section A style — Analyse two (6 marks: Knowledge 2, Application 2, Analysis 2)
• ✓Model answer — WBS11 Section B style — Discuss (8 marks, 3-Level grid; Level 3 = 6–8)
• ✓Model answer — WBS11 Section A/B style — Assess (10 marks, 4-Level grid; Level 4 = 8–10)
• ✓Model answer — WBS11 Section C style — Evaluate (20 marks, 4-Level grid; Level 4 = 16–20)

Worked examples (6)

• 1Identify the distribution channel
• 2Wholesaler or retailer?
• 3Explain a benefit of selling direct online
• 4Match the channel to the positioning
• 5Analyse two factors in choosing a channel
• 6Discuss moving to a multichannel approach

Model answers (6)

• ✓Model answer — WBS11 Section A style — Define (2 marks, Knowledge 2)
• ✓Model answer — WBS11 Section A style — Explain (4 marks: Knowledge 1, Application 2, Analysis 1)
• ✓Model answer — WBS11 Section A style — Analyse two (6 marks: Knowledge 2, Application 2, Analysis 2)
• ✓Model answer — WBS11 Section B style — Discuss (8 marks, 3-Level grid; Level 3 = 6–8)
• ✓Model answer — WBS11 Section A/B style — Assess (10 marks, 4-Level grid; Level 4 = 8–10)
• ✓Model answer — WBS11 Section C style — Evaluate (20 marks, 4-Level grid; Level 4 = 16–20)