Marketing | OCR GCSE Business (J204)
Marketing
- 110 questions
- 7 subtopics
- Component 01
- Component 01
Marketing is examined in Component 01, Business 1: business activity, marketing and people.
It covers the purpose of marketing, primary and secondary market research, market segmentation, product design and the product life cycle, pricing methods, point of sale promotion and advertising and place and the marketing mix.
Sample questions from Marketing
Answer each one closed book first, then open the answer.
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The purpose of marketing
Why is informing customers especially important when a product is new?
Show the answer
Customers cannot buy a product they have never heard of. A launch campaign builds awareness so that early sales can begin. -
The purpose of marketing
Why do businesses try to build customer loyalty?
Show the answer
A loyal customer buys again and again without being persuaded each time. An existing customer is usually cheaper to keep than a new one is to attract. -
Primary and secondary market research
What is a focus group?
Show the answer
A focus group is a small group of target customers who discuss a product in depth with a researcher. -
Primary and secondary market research
What is internal data?
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Internal data is information a business already holds, such as sales records, customer databases and loyalty card data. -
Market segmentation
Why is income a useful way to segment a market?
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Income decides how much customers can afford to spend. A car maker can offer budget models for low incomes and luxury models for high incomes. -
Market segmentation
How does segmentation help a business set its price?
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Segmentation shows how much each group is willing and able to pay. A business can charge premium prices to high-income segments and lower prices elsewhere. -
Product design and the product life cycle
State three features of a good product design.
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A good design is attractive to customers, works reliably and can be made at a cost that allows a profit. -
Product design and the product life cycle
Describe the maturity stage of the product life cycle.
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Sales are at their highest but grow only slowly or level off. Competition is strong, so a business may cut prices or increase promotion.
The 7 subtopics
One subtopic is one session. Work down the list.
| Subtopic | What it covers | Questions |
|---|---|---|
| The purpose of marketing | What marketing is, identifying customers and their needs and wants, informing customers, target markets and USPs, market and product orientation, and building customer loyalty. | 15 |
| Primary and secondary market research | Questionnaires, interviews, focus groups and trialling, secondary sources such as the census and internal data, qualitative and quantitative data, and a worked survey percentage. | 16 |
| Market segmentation | Segmenting by age, gender, income, location and lifestyle, niche and mass markets, customer profiles, the risks of one narrow segment, and using segments to set price and advertising. | 15 |
| Product design and the product life cycle | Invention and innovation, patents, good product design balancing appearance, function and cost, the four stages of the product life cycle, and extension strategies for a mature product. | 16 |
| Pricing methods | Price skimming, penetration, cost-plus, competitor and promotional pricing, when each suits, worked mark-up and discount calculations, and choosing a method for a new coffee shop. | 16 |
| Point of sale promotion and advertising | Point of sale price cuts, loss leaders, competitions and free samples, advertising on social media, websites, print, television and radio, and promotion on a small budget. | 16 |
| Place and the marketing mix | The four Ps working together, physical and digital distribution channels, the mix across the life cycle, market share with worked calculations, and interpreting market data after a campaign. | 16 |
How the guide is worked
Answering a question from memory stores it far better than reading the answer again. The guide runs that as a fixed procedure on one subtopic at a time, about twenty minutes a session.
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Step 1 · Closed book
Cover the answers. Work through one subtopic and write down what you can. Leave blanks where you have nothing.
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Step 2 · Open book
Go back to the top. Read each printed answer and write it out in full, including the ones you had right.
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Step 3 · Closed book again
Same questions, same order, from memory. The gap between pass one and pass three is the session result.
Read the full method, the return schedule and the research behind it.
Nearby topics
OCR GCSE Business Active Recall Guide
Every topic, not just this one. 582 questions with their answers.