Principles of Business for CSEC®

2nd edition

Answers to Chapter 6: Marketing

1. The correct answer is (C). Qualitative research identifies the thoughts and feelings of
consumers through small-scale techniques, including focus-group research.
2. The correct answer is (A). The “place” element of the marketing mix is concerned with how
goods get to consumers, including the distribution network.
3. The correct answer is (C). Businesses that focus on the mass market produce and sell goods
that appeal to a broad range of customers. They use mass sales outlets and communicate
with buyers through the mass media.
4. The correct answer is (D). When a firm’s pricing policy focuses on the prices of rivals, the
purpose is to be competitive.
5. (a) Answers could include:
• marketing predicts the needs and wants of customers
• it plans to address the anticipated needs and wants of the customers

Mark Scheme
Answers should include both points above.

(b) Answers could include:

• Regional organisations that protect consumers’ rights, e.g. the Fair Trading
Commission in Barbados
• The Bureau of Standards
• The Office of the Ombudsman

Mark Scheme
Answers should include any two of the above.

(c) Answers could include:

• advertising
• public relations
• sales promotion
• personal selling

Mark Scheme
Answers should include an explanation of any two of the above.

1 Principles of Business for CSEC®, 2nd edition © Oxford University Press 2019
Chapter 6: Marketing

(d) Answers could include:

• an introduction of the four key factors when marketing a product
• an outline of the four key factors – product, price, place and promotion
• product – purchased by customers to satisfy a want or need
• price – what customers are willing to pay for the product
• place – where the product is distributed to the customers
• promotion – how customers are informed about the product

Mark Scheme
Answers should gain 1 mark for listing each factor, and 1 mark for outlining each
factor.

2 Principles of Business for CSEC®, 2nd edition © Oxford University Press 2019