Topic 4.5: The 7 Ps of the Marketing Mix Questions

Orbit Cinema has reopened after a refit. It has new reclining seats, a bright foyer with film posters, staff in black shirts with the Orbit logo, and tickets that can be shown on a phone. Its staff are trained to recommend films, and customers can book a seat online in under a minute. Identify three examples of physical evidence at Orbit Cinema.

Barleymoor Brewery promotes its beers with free tastings in bars and a stall at food festivals. Describe one feature of below-the-line promotion.

Define the term unique selling point (USP).

Villa Serra, a small spa hotel, charges $600 a night while the hotels around it charge about $250. State two features of premium pricing.

Ironside Gym opens a second site next month. Its owners want to reach people who do not follow the gym online. State two methods of promotion, other than social media, that a business can use as part of its marketing mix.

Anchor Savings Bank advertises its savings account in national newspapers and on the radio every spring. State two features of above-the-line promotion.

Describe one sales promotion technique.

Distinguish between a tangible product and an intangible product, using one example of each.

Printwise, a print shop in a busy high street, prices every order it takes using cost-plus pricing. Define the term cost-plus pricing.

A cosmetics brand is choosing between selling through its own website and selling through retailers. Explain one factor, other than cost, that could influence its choice of distribution channel.

Maple Leaf Nursery looks after 40 young children while their parents are at work. Parents choose a nursery before they have seen how their child will be cared for. State two examples of physical evidence that Maple Leaf Nursery could use.

Voltra sells electric scooters. Its one model costs $900 with a two-year warranty, and a replacement battery costs $150. It sells through its website and three showrooms in large cities, and promotes the scooter with free test rides and videos on its YouTube channel. Describe two elements of Voltra’s marketing mix.

Northpoint Physio is a physiotherapy clinic. A 45-minute session costs $70. Patients book online or by phone and are sent exercise videos after each session. All six physiotherapists are qualified sports therapists, and the treatment rooms are next to a small gym. Local sports clubs pass on a 10% discount card to their members. Describe two elements of Northpoint Physio’s marketing mix.

Blue Fjord Ferries runs boat trips for tourists and wants to fill more seats in the spring. State two methods of promotion, other than social media, that Blue Fjord Ferries could use.

What is penetration pricing?

State two forms of promotion.

Veloz Motors is launching a new electric car with a national television and billboard campaign. State two features of above-the-line promotion.

A small bakery uses cost-plus pricing for its packs of cookies. A pack has a unit cost of $1.20, and the bakery adds a mark-up of 50% on cost. Calculate the selling price of one pack (show all your working).

Voltra sells its electric bicycles for $4,000, well above the $1,500 most models cost in the same shops. State two features of premium pricing.

Tidemark makes hand-finished watches that sell for three times the price of most rival brands in the same shops. State two features of premium pricing.