Course review
Review each learning objective in this topic, then open its concept explanation or question set.
Learning objective
• Analyse the relationship between product life cycle, product portfolio, and marketing mix • Evaluate extension strategies • Analyse the relationship between product life cycle, investment, profit, and cash flow
Start with the concept explanation, then practise to create mastery evidence.
Learning objective
• Apply branding awareness, development, loyalty, and value • Analyse the importance of branding • Branding affects recognition, trust, differentiation, loyalty, and pricing power
Start with the concept explanation, then practise to create mastery evidence.
Learning objective
• Evaluate cost-plus or mark-up pricing, penetration pricing, loss leader, predatory pricing, and premium pricing • Pricing method suitability depends on objectives, costs, competition, demand, positioning, and product life cycle
Start with the concept explanation, then practise to create mastery evidence.
Learning objective
• Evaluate dynamic pricing, competitive pricing, contribution pricing, and price elasticity of demand • HL pricing methods require deeper analysis of responsiveness, contribution, competitors, and changing market conditions
Start with the concept explanation, then practise to create mastery evidence.
Learning objective
• Apply above the line, below the line, and through the line promotion • Evaluate social media marketing as a promotional strategy
Start with the concept explanation, then practise to create mastery evidence.
Learning objective
• Evaluate importance of different distribution channels • Distribution channel choice affects reach, control, cost, convenience, and customer experience
Start with the concept explanation, then practise to create mastery evidence.
Learning objective
• Evaluate importance of employee-customer relationships in marketing a service and cultural variation in these relationships • People shape service quality, brand image, trust, and customer satisfaction
Start with the concept explanation, then practise to create mastery evidence.
Learning objective
• Evaluate importance of delivery processes in marketing a service and changes in these processes • Processes affect consistency, efficiency, service quality, and customer experience
Start with the concept explanation, then practise to create mastery evidence.
Learning objective
• Evaluate importance of tangible physical evidence in marketing a service • Physical evidence supports customer confidence when services are intangible
Start with the concept explanation, then practise to create mastery evidence.
Learning objective
• Evaluate appropriate marketing mixes for particular products or businesses • Effective marketing mixes align with target market, positioning, objectives, competition, and resources
Start with the concept explanation, then practise to create mastery evidence.