Features of Markets: Location, Size, Share, Competitors, Growth✍🏽
SECTION A: (a) 2 mark PAPER 1
(a) Define the term ‘customer (market) orientation’. [2]
Niche Versus Mass Marketing ✍🏽
SECTION A: (b) 3 mark PAPER 1
(b) Explain one limitation of niche marketing. [3]
Market Segmentation ✍🏽
SECTION A: (a) 2 mark (b) 3 mark PAPER 1
(a) Define the term ‘market segmentation’. [2]
(b) Briefly explain one reason why a business might segment its market [3]
Primary and Secondary Research ✍🏽
SECTION A: (b) 3 mark PAPER 1
(b) Explain one advantage to a business of using primary (field) market research data. [3]
Sampling Methods ✍🏽
SECTION A: (a) 2 mark (b) 3 mark PAPER 1
(a) Define the term ‘sampling’. [2]
Types of Pricing Strategies ✍🏽
SECTION A: (a) 2 mark (b) 3 mark PAPER 1
(a) Define the term ‘price discrimination’. [2]
(b) Explain one disadvantage to a business of using price discrimination. [3]
Marketing Mix ✍🏽
SECTION B: 12 mark PAPER 1
(b) “Promotion is the most important element of the marketing mix for an internet banking service”
Evaluate this view. [12]
