1.4.3 The marketing mix

Which of the following is true in relation to e-commerce?

• It involves customers buying products by visiting a physical store
• It is the least direct channel of distribution
• It refers to buying and selling products over the internet
• Consumers always have less choice than buying in a physical store

Many businesses use social media to raise awareness of their goods and services. The element of the marketing mix upon which this type of technology has had an influence is:

• Price
• Product
• Place
• Promotion

Some food manufacturers have created low sugar goods as a response to the trend in healthy eating. This is an example of changing customer needs having an impact upon which element of the marketing mix?

• Price
• Product
• Place
• Promotion

An independent coffee shop which operates in a highly competitive market is most likely to change its marketing mix by:

• Increasing price and increasing promotion
• Increasing price and decreasing promotion
• Decreasing price and increasing promotion
• Decreasing price and decreasing promotion

If a business uses promotion to create an exclusive product image, it is likely to:

• Charge a lower price than competitors
• Charge a higher price than competitors
• Charge the same price as its competitors
• Change its prices frequently

Which of the following type of business operates in the least competitive environment?

• Hairdressing
• Estate agent
• Coffee shop
• Veterinary surgeon

A takeaway business that offers free local delivery within a 5 mile radius of its store is an example of putting an emphasis upon which element of the marketing mix?

• Price
• Product
• Promotion
• Place

Increased concern for the environment has led to higher demand for products produced from recycled materials. Businesses producing such products have the opportunity to:

• Raise prices and extend their product range
• Raise prices and reduce their product range
• Reduce prices and extend their product range
• Reduce prices and reduce their product range

An effective marketing mix is one that:

• Allows customers to gain an advantage over competitors
• Allows the business to gain an advantage over competitors
• Allows consumers to gain an advantage over competitors
• Allows suppliers to gain an advantage over competitors

When people and businesses send messages to each other electronically, it is best described as:

• E-commerce
• Digital communication
• E-tailer
• M-commerce