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Marketing Exam Practice Paper 1

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]

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