Developing a Marketing Campaign

Total marks: 38 · Answer all questions · This is a practice paper, not an official Pearson document.

Question 1

State the four principles of marketing (the four functions marketing performs).

(2 marks)

Question 2

State two purposes of market research.

(2 marks)

Question 3

State what SWOT analysis is used for in marketing planning.

(2 marks)

Question 4

State why marketing activity must comply with the law.

(2 marks)

Question 5

Give two marketing aims a business might set.

(2 marks)

Question 6

Identify two methods of primary market research.

(2 marks)

Question 7

Identify two pricing strategies a business could use.

(2 marks)

Question 8

Identify two legal or ethical considerations a business must take into account when marketing.

(2 marks)

Question 9

State the difference between a mass market and a niche market.

(2 marks)

Question 10

Identify two sources of secondary market research.

(2 marks)

Question 11

Explain the difference between penetration pricing and price skimming.

(4 marks)

Question 12

Explain how a business can evaluate the success of a marketing campaign.

(4 marks)

Question 13

Identify two ways a market can be segmented.

(2 marks)

Question 14

State the difference between quantitative and qualitative data.

(2 marks)

Question 15

State the four elements of the marketing mix (the 4Ps).

(2 marks)

Question 16

Explain why a marketing campaign should be flexible.

(4 marks)