WorksheetsT-Level Marketing 2.1 & 2.2
Total questions: 20
Worksheet time: 10mins
What is the primary purpose of marketing?
To identify and meet customer needs
To manage payroll and employee benefits
To set national interest rates
To design factory equipment specifications
Give two examples of how marketing contributes to business strategy. Select all that apply.
Nike aligns marketing with innovation goals
Tesla anticipates future needs with tech investment
A company eliminates all advertising to cut costs
A retailer sets prices solely based on competitor rumors
What is the difference between primary and secondary research?
Primary research collects new data; secondary research uses existing data sources
Primary research uses existing databases; secondary research requires fieldwork
Primary research is always cheaper than secondary research
Primary research is informal; secondary research is formal
Name two primary research methods and give an example of each. Select all that apply.
Surveys, such as a fashion retailer polling customers
Interviews, such as a startup refining its app
Using census data from government publications
Reviewing industry reports from trade associations
Which statement correctly identifies one advantage and one disadvantage of secondary research?
It is quick and inexpensive; findings may be outdated or less relevant
It guarantees unique insights; it always requires extensive fieldwork
It ensures current data; it is always the most expensive option
It avoids bias entirely; it cannot be used for strategic decisions
What does SWOT stand for in SWOT analysis?
Strengths, Weaknesses, Opportunities, Threats
Sales, Workforce, Outreach, Targets
Strategy, Wins, Options, Tactics
Stakeholders, Workflows, Objectives, Timelines
How does marketing add value to a business? Name two ways. Select all that apply.
Supports innovation
Enables data‑driven decisions
Promotes brand image
Increases visibility
What is the impact on a business of having no marketing activity? Select all that apply.
Reduced visibility
Lost sales opportunities
Weakened competitive edge
Less customer insight
Why is customer feedback important in market research?
It helps improve products and services and tailor offerings to customer preferences
It replaces the need for any quantitative data analysis
It guarantees viral social media success
It primarily determines employee performance reviews
How can marketing help a business gain competitive advantage?
By understanding market trends and competitors to differentiate and improve offerings
By cutting all promotions to reduce operating costs
By focusing solely on internal production metrics
By avoiding research to prevent information overload
What are the four key stages of managing marketing activities?
Planning, Organising, Motivating, Controlling
Budgeting, Forecasting, Reporting, Auditing
Planning, Executing, Selling, Delivering
Researching, Designing, Pricing, Shipping
What does the “Planning” stage involve in marketing management?
Using research to set goals and determine resources and timescales
Creating advertisements without prior research
Launching campaigns and negotiating media buys
Measuring ROI after the campaign is complete
What is meant by “Controlling” in marketing?
Monitoring progress and making adjustments to meet targets
Selecting influencers to promote a product
Setting initial objectives before any research
Comparing prices with competitors only
What is the difference between a customer and a consumer?
A customer buys the product; a consumer uses it
A customer provides feedback; a consumer sets prices
A customer designs the product; a consumer advertises it
A customer manages the brand; a consumer distributes it
Give an example of a business operating in a niche market.
Lush – handmade cosmetics for eco-conscious consumers
A national discount supermarket chain targeting everyone
A general electronics superstore with broad appeal
A ride‑hailing app used by the mass market
What is market reach? Provide one example.
The number of people exposed to a campaign (e.g., 500,000 Instagram users)
The total budget spent on advertising in a quarter
The number of units sold during a promotion
The percentage of website traffic that converts to sales
Name three factors that influence market reach.
Budget/resources
Competitor response
Marketing channels
Content type
What is the purpose of post-campaign evaluation?
To measure campaign success and learn for future improvements
To increase production capacity before the next campaign
To reduce prices to attract more customers
To replace the marketing team
How does marketing to consumers differ from marketing to customers?
Consumers focus on experience/emotion; customers focus on value/convenience
Consumers focus on wholesale pricing; customers focus on manufacturing
Consumers prefer technical specifications; customers prefer storytelling
Consumers demand bulk discounts; customers demand personalisation
Which strategy is most effective for building consumer brand loyalty?
Offering loyalty programmes and personalised experiences
Frequent rebranding to surprise the market
Relying on deep discounts only
Ignoring customer feedback to avoid negative publicity
