HKDSE Marketing Management Past Paper PDF

## Marketing Management ### Chapter 5 Marketing Strategies for Goods and Services (I) #### 1. HKDSE 2012 Q6 **(a)** Use a restaurant as an example to illustrate the meaning of marketing concept (3 marks) A company should analyze the needs of its customers and take appropriate measures to satisfy...

## Marketing Management ### Chapter 5 Marketing Strategies for Goods and Services (I) #### 1. HKDSE 2012 Q6 **(a)** Use a restaurant as an example to illustrate the meaning of marketing concept (3 marks) A company should analyze the needs of its customers and take appropriate measures to satisfy those needs in order to make profit. * **Example:** The restaurant should investigate the taste and preference of its customers and offer a menu (products) that meet their needs. **(b)** What is marketing mix? (2 marks) Marketing mix is the set of controllable marketing variables (i.e. 4Ps) which the firm uses to produce the responses it wants from its target market. **(c)** Other than product, there are three other elements of the marketing mix. Suggest one way in which a restaurant can use each of these other elements to enhance its competitiveness. (6 marks) * **Price:** A company can set the price which is a little bit lower or similar to its competitors. * **Promotion:** A company can put advertisement on the Internet and in the magazine. It can also ask its waiters to recommend some dishes to the customers. * **Place:** The restaurant can have longer working hours and provides take-away services. #### 2. HKDSE practice paper 2012 Q8d The TechPower Group is a European manufacturer of electronic consumer products. In response to increasing popularity of the tablets (平板電腦), the Group has developed a super-lightweight tablet. The marketing Department of TechPower proposes to produce a low-priced version for sale to the general public. Suggest an appropriate marketing mix strategy for the low-priced version of the tablet. (8 marks) * **Product:** The low-priced tablet should only provide the basic features because it is cheap. * **Price:** TechPower can set a low price (i.e. penetration pricing strategy) to attract the customers. * **Place:** TechPower should only rely on a few intermediaries (i.e. selective distribution channel) to sells the low-priced tablets. * **Promotion:** TechPower can promote the low-priced tablets in sales promotion activities, such as Road Show for computers. #### 3. HKDSE Sample Paper 2009 Q10 Ken Ton is a manufacturer of bathroom and kitchen products. It also sells its products to property development companies who buy in bulk for building residential flats. Compare and contrast the marketing mix strategies that the manufacturer would adopt for business buyers and individual buyers. (12 marks) | | Business Buyers | Individual Buyers | |-----------------------|-------------------------------------------------------------------------------------|-------------------------------------------------------------------------------------------------------------------------------| | **Product** (1 mark) | Ken should provide the tailor-made and after-sales services to property development companies. | Ken should sell more standardised products to individual buyers. | | **Price** (1 mark) | Ken should offer discount to property development companies for bulk purchase. | Ken should set the prices which are a little bit lower to its competitors. | | **Promotion** (1 mark) | Ken should have a special sale team to promote the products to property development companies through cold-calling or company visits. | Ken should promote its products on the Internet and in the magazine. (Any one, 1 mark each) | | **Place** (1 mark) | Ken should have its own retail shop and a sale team to serve the property development companies. | Ken should have its own retail shop and webpage to sell his products. |