Question 1
[Maximum number: 8]
Analyse two elements of OV's marketing strategy that will need to change to sell successfully to retailers.
CAIE A-Level Business 3.1.4 Consumer and Industrial Marketing
Practise analysing how a marketing strategy must change when a business moves between consumer and industrial buyers, using the buyer relationship and route to market in the case.
How this is tested
- identify whether the target is a consumer or organisational buyer and apply its purchasing criteria
- adapt promotion, distribution or relationship selling to the retailer or industrial buying process