Marketing Mix - Promotion+Place (IB Business)

Which stage of the product life cycle is characterised by high sales, intense competition and marketers making an attempt to hold the position of products in the market? 

• Decline

• Growth

• Maturity

• Research & Development

Answer explanation

Maturity is the stage in the product life cycle in which sales are very high. During this stage competition is intense and marketers make attempts to hold the position of the product in the market.

A group of marketers plans to launch an environmentally friendly sports car. Which of the following is not an appropriate method of promotion for this product? 

• Celebrity endorsement

• Radio

• Email

• Sponsorship

Answer explanation

Radio advertising is not an appropriate method to introduce an environmentally friendly sports car. Promotion methods should allow the marketers to reach the target audience. It is unlikely that users of an environmentally friendly car can be targeted through radio. The exclusiveness of the car can be communicated using direct email to the target audience, sponsoring a sports event, or by using celebrity endorsement.

Which form of promotion refers to any form of paid-for promotional technique through independent consumer media?

• Below the line

• Above the line

• Through the line

• Social Media Marketing

Which form of promotion refers to all forms of advertising or promotion that do not use external media agents.

• Below the line

• Above the line

• Through the line

• Social Media Marketing

Which of the following is NOT a form of Below the Line Marketing?

• Sales Promotion

• Customer Loyalty Programs

• Email

• Television ads

Key Term: A promotional strategy that involves a business providing financial support to another organization or event in return for marketing exposure.

• Sales Promotion

• Sponsorship

• Customer Loyalty Scheme

• Direct Marketing

Which is not a goal of promotion (RAPID acronym)?

• Remind

• Persuade

• Distribute

• Inform

Answer explanation

Remind

Attract

Persuade

Inform

Develop

Which of the following is NOT an example of a Customer Loyalty Program?

• Emirates SkyWards

• Carrefour Share App

• Etisalat, Smiles Loyalty

• Apple AppStore

Supporting documents must have been published

within a maximum of (???) years prior to the

submission of the business research project to the IB.

• 1 years

• 3 years

• 5 years

• It does not matter

Answer explanation

For submissions in May 2025, with the upload deadline being 20th April 2025, the earliest date of any supporting document would be 20th April 2022.

Which strategy involves retailers significantly reducing the price of a single product below cost price in order to attract customers who are likely to buy other products (with higher profit margins) while they are shopping?

• Penetration

• Cost-Plus/Markup

• Predatory

• Loss Leader

Answer explanation

Retail stores such as supermarkets might choose to significantly cut the price of a single item below cost price to attract customers, enticing them to buy other products while they are shopping in the store.