Marketing
What's covered
Key facts
An ageing population may shift product design for a high-street retailer because larger fonts and accessible packaging become essential — older customers' physical needs change.
An app is software designed for mobile m-commerce — installed on the device, optimised for the screen and OS.
Behavioural segmentation can target customers based on how often they buy — heavy users vs occasional users.
A strong brand can let a business charge a higher price than rivals — brand equity supports a price premium.
A biased or unrepresentative sample can mislead business decisions — wrong conclusions from skewed data.
The end user of a business's goods or services is called the customer — the person who ultimately buys and uses what the business sells.
Mobile apps usually collect data that helps businesses target marketing more accurately — location, behaviour, purchase history.
Targeting customers aged 18–25 is an example of demographic segmentation — splitting by age, gender, income, family stage.
Competitive pricing matches rivals' prices to stay in the market — used in saturated markets with limited differentiation.
A research group selected to discuss a product in depth is called a focus group — typically 6–12 people, moderated.
Sample questions
A taste of the 92 questions in this topic — answers marked. Sign up to practise the full set with spaced repetition.
Which is a customer 'want' rather than a 'need'?
- •Basic shelter
- ✓Designer trainers
- •Drinking water
- •Warm clothing
Which is an example of m-commerce?
- ✓Buying a coffee through a phone app
- •Ordering from a printed paper catalogue
- •Phoning a call centre to order goods
- •Walking into a supermarket and paying cash
What is price skimming?
- ✓high then lowering price
- •low price to gain market share
- •pricing at the same level as rivals
- •setting price below production cost
What are the four stages of the product life cycle in order?
- •development, launch, peak, withdrawal
- ✓introduction, growth, maturity, decline
- •launch, expansion, plateau, decline
- •research, introduction, growth, saturation
Which is an example of demographic segmentation?
- ✓Targeting customers aged 18 to 25
- •Targeting customers who live in coastal regions
- •Targeting customers who prefer luxury brands
- •Targeting customers who shop only on weekends
Which of these is NOT one of the four Ps of the marketing mix?
- •Place
- •Price
- ✓Profit
- •Promotion
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