Developing a Marketing Campaign
Mark scheme · Practice material, not an official Pearson document.
Q1 — State (2 marks)
- Anticipating demand (1)
- Recognising demand (1)
- Stimulating demand (1)
- Satisfying demand (1)
Q2 — State (2 marks)
- To identify target markets (1)
- To identify size, structure and trends of the market (1)
- To identify competition (1)
Q3 — State (2 marks)
- To assess internal Strengths and Weaknesses and external Opportunities and Threats to inform the marketing plan (2)
Q4 — State (2 marks)
- To avoid misleading customers, protect consumers, and avoid legal penalties and reputational damage (2)
Q5 — Give (2 marks)
- Understanding customer wants and needs (1)
- Developing new products (1)
- Improving profitability (1)
- Increasing market share (1)
- Diversification (1)
- Increased brand awareness and loyalty (1)
Q6 — Identify (2 marks)
- Survey/questionnaire (1)
- Interview (1)
- Observation (1)
- Trials (1)
- Focus groups (1)
Q7 — Identify (2 marks)
- Penetration pricing (1)
- Price skimming (1)
- Competitor-based pricing (1)
- Cost-plus pricing (1)
Q8 — Identify (2 marks)
- Truthful advertising (1)
- Data protection (1)
- Not targeting children inappropriately (1)
- Environmental claims must be accurate (1)
- Respect for consumer privacy (1)
Q9 — State (2 marks)
- Mass market: a large, broad market with many customers and similar needs (1)
- Niche market: a small, specialised segment with specific needs (1)
Q10 — Identify (2 marks)
- Government statistics (1)
- Trade journals (1)
- Commercially published reports (1)
- Media sources (1)
- Internal sales records (1)
- Loyalty card data (1)
Q11 — Explain (4 marks)
- Penetration pricing sets a low initial price to attract customers and gain market share quickly (1) suitable for mass markets with elastic demand (1)
- Price skimming sets a high initial price to maximise profit from early adopters (1) before lowering it as competition increases (1)
Q12 — Explain (4 marks)
- Measure against the campaign's aims and objectives (1) e.g. sales, awareness or market share changes (1)
- Use metrics such as sales data, web traffic, engagement and return on investment (1) to judge effectiveness and inform future campaigns (1)
Q13 — Identify (2 marks)
- Age (1)
- Gender (1)
- Income (1)
- Lifestyle (1)
- Geographic location (1)
- Behaviour (1)
- Psychographic (1)
Q14 — State (2 marks)
- Quantitative: numerical data that can be measured and analysed statistically (1)
- Qualitative: descriptive, non-numerical data about opinions and feelings (1)
Q15 — State (2 marks)
- Product (1)
- Price (1)
- Place (1)
- Promotion (1)
Q16 — Explain (4 marks)
- Flexibility allows the campaign to respond to internal and external changes (1) such as competitor actions or economic shifts (1)
- A flexible campaign can be adjusted mid-flight (1) to maximise effectiveness rather than sticking to an obsolete plan (1)