Take this Exam: BTEC Business: Developing a Marketing Campaign | Zestly

Question 1

What is the primary purpose of a positioning statement for a product?

Accepted Answer

Says who the product is for and what makes it different from the alternatives they would otherwise buy.

Answer

Sets out the production schedule for the year.

Answer

Lists the retailers that will stock the product.

Answer

States the profit the product is expected to make.

Question 2

Marsden Kitchens has 3000 pounds and wants to reach people within ten miles who are planning a home improvement. Which approach is most effective?

Accepted Answer

Targeted local advertising and a presence where people plan home improvements, because the budget buys far more reach when it is not wasted on people outside the area.

Answer

National television advertising, because it reaches the most people per pound.

Answer

Sponsoring a national sports team, to build the brand.

Answer

A full-page advertisement in a national newspaper.

Question 3

Marsden Kitchens sets an objective of 200 enquiries in three months. The campaign produces 240 enquiries, but only 6 become customers, where 30 were expected. What does this show?

Accepted Answer

The campaign met the objective it was set, which suggests the objective measured the wrong thing.

Answer

The campaign failed, because it did not produce enough customers.

Answer

The campaign succeeded, and nothing further needs examining.

Answer

The objective was too demanding and should have been lower.

Question 4

What prevents Marsden Kitchens from advertising a kitchen at a discount it does not actually offer?

Answer

Only the risk that a competitor might complain.

Answer

The rules of the newspaper that carries the advertisement, and nothing else.

Answer

Consumer protection rules require marketing not to mislead, whatever the commercial temptation.

Answer

Nothing, since advertising is understood by everyone to be exaggeration.

Question 5

Calverton Cycles moves from selling only through independent shops to selling directly from its own website. Which element of the marketing mix is being changed?

Answer

Promotion, because a website advertises the product.

Answer

Place, because it has changed how the product reaches the customer.

Answer

Product, because customers now see it differently.

Answer

Price, because selling directly is cheaper.