Exam Questions – Marketing Mix – Paper 1

1. UQ manufactures expensive women’s shoes. It sells its range of shoes through shops which sell made-to-
measure designer clothes for women. ‘We need to be clear of who our target market is’ says the Marketing
Manager.

a) What is meant by ‘Target Market’?

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b) Identify two examples of advertising UQ could use.

Example 1:
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Example 2:
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c) Identify and explain two reasons why it is important for UQ to know the target market when deciding
how to advertise their shoes.

Reason 1: ____________________________________________________________________________________
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Reason 2: ____________________________________________________________________________________
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d) Identify and explain two possible aims for UQ of using promotion.

Aim 1: ______________________________________________________________________________________
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Aim 2: _______________________________________________________________________________________
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e) Do you think that advertising is needed for their range of shoes? Justify your answer.

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Exam Questions – Marketing Mix – Paper 1
2. GL is a partnership and it manufactures drinking glasses. Customers pay GL put their own designs or
messages on the outside of the glass. These are often given as gifts at weddings, births and other special
celebrations. GL is thinking of starting to manufacture plain glasses for everyday use. These glasses would
be sold at supermarkets, but the specially designed glasses are ordered on the internet. GL only have a
small advertising budget and so the owners will have to think carefully about where will be the best
place to advertise plain glasses.

a) What is meant by ‘advertising budget’?

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b) Identify two places, other than the Internet, where GL could advertise its glasses.

Place 1: _____________________________________________________________________________________
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Place 2: _____________________________________________________________________________________
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c) Identify and explain two reasons for promoting the glasses.

Reason 1: ____________________________________________________________________________________
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Reason 2: ____________________________________________________________________________________
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d) Identify and explain two methods of sale promotion GL could use to promote the plain glasses sold in
supermarkets.

Method 1: ___________________________________________________________________________________
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Method 2: ___________________________________________________________________________________
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e) Do you think the promotion of the plain glasses should be different to the promotion used for the
specially designed glasses? Justify your answer.

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