CAMBRIDGE INTERNATIONAL AS & A LEVEL BUSINESS
Language worksheet 22.1
Marketing strategy
1
Odd one out
a Which of the following is not a marketing objective? Circle your answer.
Increase UK market share
to 15%
b
Decrease the number of
defective products by 10%
Achieve a 95% customer
satisfaction rate
Explain the reasons for your answer.
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2 a
Which of the following is not a marketing objective? Circle your answer.
Grow average customer
spend by 12%
b
Increase the number of
website hits by 10 000 per
month
Increase the motivation of
sales staff through
increased bonuses
Explain the reasons for your answer.
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3
Key term match
Match the key term to its purpose:
situational analysis
What the strategy is focused on achieving
marketing objectives
The overall plan of action to be taken to
achieve the objectives
marketing strategy
The financial resources available
marketing mix
Where the business is now, which includes
market research
marketing budget
The combination of the 4Ps that is to be used
Cambridge International AS & A Level Business – Chalk & Malpas © Cambridge University Press 2021
1
CAMBRIDGE INTERNATIONAL AS & A LEVEL BUSINESS
4
Language development
In your own words, explain the purpose of the key contents of a typical marketing plan and why they need to
be included. Do not just copy out sections of the coursebook.
a
Situational analysis
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b
Marketing objectives
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c
Marketing strategy
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d
Marketing mix
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e
Marketing budget
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Cambridge International AS & A Level Business – Chalk & Malpas © Cambridge University Press 2021
2