QUESTIONS (MARKETING)

1. a) Why do well established companies, such as Coca Cola and McDonalds advertise?

b) Briefly outline a media mix which might be suitable as part of the promotion policy for a school or college

(Marks available: 10)

Answer


2. a) Why do marketing managers use the official socio-economic classification of the population i.e. A,B,C1,C2,D and E.

(5 marks)

b) Two new socio-economic groupings have been identified which make up 15 per cent of UK households. They are defined as:

'Silkies are single ladies on high income defined as £25,000 a year or more with kids up to 15 years old. They are classically time-poor, money rich, and have an expensive lifestyle with childcare and associated costs.
Slinkies are also on high income. There are no kids. Slinkies are clever, ambitious and status conscious.'

(Source: Financial Times)

How might such new groupings affect marketing strategy?

(5 marks)

(Marks available: 10)

Answer