Topic 4 Worksheet: Marketing
The roles of marketing
1. Market size: Represents all sales of a company in a market, it is measured by ________
and the _________.
2. Define Market Growth:
____________________________________________________.
3. Market share: The percentage of ____in the total market sold by one business.
4. What is the difference between market and product orientation?:___________________
______________________________________________________________________
_
5. List the main elements of a marketing plan:
____________________________________
______________________________________________________________________
_
6. Define
producer:__________________________________________________________
7. Wholesalers: Products are bought in bulk and then sold to _________ rather than to
__________.
8. Retailers: Sells products directly to __________.
Market Planning
9. The 7 P’s:
1.
2.
3.
4.
5.
6.
7.
10. Give an example of each part of the marketing mix for Starbucks
a.
b.
c.
d.
e.
f.
g.
11. Why are ethics in marketing important?
12. Define Marketing Audit:
a. What is the purpose of it?
13. Why are marketing objectives effective in reaching a goal?
14. What is the difference between primary market research and secondary research?
15. Describe what is meant by a target market
16. Define USP
17. Construct a position map for cell phones
18. What is a market strategy?
Price and Promotion
19. Define cost-based pricing: _______________________________________________.
20. Describe three potential pricing strategies that a firm may adopt when entering a new
market.
a. _________________________________________________________
b. _________________________________________________________
c. _________________________________________________________
21. Define above and below the line promotion.
a. Above the Line: _________________________________________________.
b. Below the Line: _________________________________________________.
International Market
22. Give the name of 4 companies who operate in the international market.
E-Commerce
23.. Define the term: E-Commerce.
24. What is the difference to B2B e-commerce and B2C e-commerce? Give an example for both
of the forms of e-commerce.
Product
25. List the 4 categories of the Boston Matrix
● ______________________________________________
● ______________________________________________
● ______________________________________________
● ______________________________________________
26. Define these terms: Product Diffusion Curve, Product Mix,Product Line,
27. List the five stages of the product life cycle
● ___________________
● ___________________
● ___________________
● ___________________
● ___________________
28. Product development involves determining what can be improved about a product by
looking at customers ___________ and ____________.
29. Name three extension strategies a company may use to extend the life of a product:
● _________________________________
● _________________________________
● _________________________________