Test Questions.

1.	The product life-cycle is an essential part of:
A.	After-sales service
B.	Planning future marketing activities
C.	Knowing when the firm will have to shut down
D.	Planning how long the product will last before it wears out
2.	Which of the following can be used as a means of extending a product life-cycle?
A.	Marketing to existing market segments
B.	Retaining the existing packaging and advertising
C.	Altering packaging and advertising
D.	Maintaining present pricing policies
3.	The Advertising Standards Authority:
A.	Regulates advertising on commercial television
B.	Is run by government
C.	Ensures adverts are honest and truthful
D.	Does not deal directly with consumer complaints
4.	Maturity in a product life-cycle is characterised by:
A.	Steadily growing sales
B.	Steadily falling sales
C.	Fierce advertising with competitors
D.	High and stable sales
5.	Direct marketing methods used by a producer will include:
A.	Selling direct to retailers
B.	Placing mail order adverts in magazines
C.	Using persuasive TV advertising
D.	Employing agents to sell products direct to consumers
6.	Which advertising media will best suit producers aiming their products at niche markets?
A.	Specialist magazines
B.	Sky Movie Channel
C.	The Daily Mirror newspaper
D.	Posters near to point of sale
	Questions 7 – 9 share the following answer options:
	To help in sales forecasting, consumers can be segmented using the following methods:
A.	Age
B.	Lifestyle
C.	Social class
D.	Geographical region
	Which method would be most useful in the following situations?
7.	When it is considered necessary to group customers according to their values and attitudes
8.	When the types of occupations people have is important
9.	When a product is to be targeted at young people
10.	Which of the following methods would you use to promote the launch of a new product to a mass audience?
A.	Sales leaflets
B.	Placing an advert in a popular daily newspaper
C.	A TV advert
D.	Direct mail
	Questions 11 – 13 share the following answer options:
A.	Lobbying members of parliament
B.	Adverts in local newspapers
C.	Competitions requiring collection of 5 proofs of product purchase
D.	Sponsoring a school festival
	Which of the above methods would you recommend to the following organisations?
11.	A firm wishing to improve community relations
12.	Animal rights campaigners wanting an end to blood sports
13.	A firm wanting to create product loyalty
14.	Answer the following questions: · A new disco is about to open in your local town centre. · What is the likely target audience of the disco? · Recommend three ways the owners could promote their disco to their target audience. An existing disco nearby has been open for 10 years and is now experiencing a fall in entrance numbers. · What does this suggest about the stage in the product life-cycle of the existing disco? · Recommend two promotional methods the existing disco might use to extend their product life-cycle.
15.	Answer the following questions: · Suggest two ways in which a car manufacturer might segment their market into different target audiences. · Recommend two advertising media that could be used effectively to promote the product range of the car maker. Give reasons for your choice. · Suggest three ways in which the car maker could judge whether these methods have been successful. · What is the Advertising Standards Association? Explain how the ASA can influence the marketing communications used by the car maker.
16.	A local pressure group wants to mount a campaign against the building of a local by-pass through nearby open land. Advise them on cost-effective promotional methods they might use in their campaign.

Case Study ‘Marketing Communication’

Prepare a report, and an oral and visual presentation to your group, on the marketing communications used by two contrasting organisations – for example, a small, local firm serving a niche market, and a large organisation selling mass-produced goods to a national market:

1. Gather information on the marketing communications the organisations use to promote themselves and their products. For example, watch TV advertisements, survey national and local newspapers and magazines, examine products for money-off coupons and competitions, etc.

2. Group the methods used by each organisation under the following general headings:

· Advertising media

· Public Relations and Publicity

· Sales promotions

· Direct marketing

3. Identify the target audiences at which the products and promotional methods of each organisation are aimed.

4. Examine the effectiveness of the promotional methods used in terms of product performance. For example, are consumers more aware of the availability of the product? What is the impact on sales?

5. Suggest other promotional methods the organisations could use to good effect. For example, could they make better use of Information Technology? Give reasons for your recommendations.

6. Discuss how guidelines and controls on marketing communications can affect the way in which your chosen organisations are able to promote information about their products.

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