Module 1:

Question 1

what is the marketing process?

Answer 1

Where am i now?-Situational Analysis
Where do i want to be?-Marketing Objectives
How do i get there?-Marketing Strategy
Have i got there yet?-Implementation and Contol

Question 2

What is Situation analysis?

Answer 2

The basis for idetifying chances to satisfy unfulfilled customer needs. This is done to identify marketing options and the organizations capabilities.

Question 3

What are marketing objectives?

Answer 3

What the Marketer wants to achieve. This may be increased sales, a higher public profile, the develomet of a new product.

Question 4

What is a Markting strategy?

Answer 4

a strategic plan to pursue the identified options

Question 5

What is implementation and control?

Answer 5

it transforms the writen or planned srategy into action and the product is pesented according to this process.

Question 6

what are the two key Marketing objectives?

Answer 6

1.Keeping and improving the relationships wth existing customers
2.Attracting new customers to increase customer base.

Question 7

what are the three factors of product?

Answer 7

1.finance- money that the organisation can invest in future strategies.
2.People- who work for the organisation and provie skills to produce the poducts and services that the organisations markets
3. physical- these are things that the organisation uses to create the products or services in markets and include machinery for production, components to put int finished products that hlp te organisation work efficiently such as electricity or stationey.

Question 8

What is a mission statement?

Answer 8

statements that are a public commitment to ensure the principles of the concept of marketing are central to the organizations business philosophy.

Question 9

what are the stages of consumer buying pocess?

Answer 9

1.problem recognition
2.information search
3.evaluation or alternatives
4purchase decision
5.post purchase evaluation

Question 10

what are the markting factors that influence the buying decision?

Answer 10

product
pricing
pomotion
place

Question 11

if the audience is the supplier what type of message would we send/market?
and what media would we use?

Answer 11

types of messages
-information on new products, promotions that could increase production,research and development opportunities

media used
-meetings,blogs,emails

Question 12

if the audience are internal customers what type of message would we send/market and what media would we use?

Answer 12

types of messages
-new marketing strategies, customer needs and wants, competitor activity sales data

media used
-meetings,presentations,newsletter/blogs

Question 13

if the audience are distributors what type of message would we send/market and what media would we use?

Answer 13

types of messages
-promotions, new products, new ranges

media used
-sales force meetings

Question 14

if the audience are customers what type of messages would we send/market? and what media would we use?

Answer 14

types of messages
-promotions, new products, new ranges

media used
-advertising
-social media

Question 15

how can we supply support to the supply chain?

Answer 15

-long term relationships based on contracts that cover a number of years
-formation and help with development of new products
-financial support

Question 16

customer buying process

what is problem recognition?

Answer 16

identifying a need and a product as a solution to the problem.

Question 17

customer buying process

what is information search?

Answer 17

customers will gather information to make the best match between customer needs and product benefits.

Question 18

customer buying process

what is information evaluation?

Answer 18

customers will have a set of criteria they either use consciously or sub consciously
customers need to evaluate not only the information they have gathered but also the sources of the information, is the source credible or do they trust the source?

Question 19

customer buying process

what is purchase decision?

Answer 19

the customer decides between various options and the choice is based on the fit between the problem and the solution.

Question 20

customer buying process.

what is a post purchase evaluation?

Answer 20

customers will confirm or reject there choice
helps inform future purchases

Question 21

the decisions made on purchasing an item are based on what variables?

Answer 21

type of product, purchase need, situation of purchase - these are know as buying scenarios.

Question 22

what is a routine purchase?

Answer 22

purchases that are done regularly, where there is likely to be limited information available to assist the decision making process, they may also involve impulse purchases influenced by price promotion or product placement.

Question 23

what is a high value purchase?

Answer 23

a purchase that involves more risk due to the outlay involved so more research and thought needs to go into. this is also true of purchases that may be more permanent that a regular purchase ie a computer vs tea bags.

Question 24

what are services?(purchases)?

Answer 24

services are particularly more difficult to purchase as they are not physical, that means assessment of them are more complex, such as a mobile phone provider. another factor is that they can be variable such as a haircut. this means that trust and reliance on purchase may require more thought and consideration.

Question 25

what is moslows (195) hierarchy of needs?

Answer 25

it is a framework for classifying basic motivations - 5 groups of needs are stacked on top of another and form a progression

Question 26

what is the order of moslows hierarchy of needs starting from the bottom?

Answer 26

physiological,safety, belonging and love,esteem, self actualisation

Question 27

what is physiological needs? (MHN)

Answer 27

basic feelings such as hunger and thirst even warmth -this will be easily satisfied but are short term

Question 28

what are safety needs? (MHN)

Answer 28

once life food drink and warmth have been addressed the need for self protection and long term survival is next this covers- housing,personal safety, insurance health, gym membership and the ability to be able to function effectively in social eg- car to get to work.

Question 29

what is belongingness and love?(MHN)

Answer 29

this is about emotional security wanting ti feel accepted and valued by those closest to you, marketers play on this need through the portrayal of the family in particular this will focus on social needs such as meeting up with friends in a pub or cinema or even finding a life partner

Question 30

what is esteem? (MHN)

Answer 30

this extends outwards from the previous stage to cover the individuals needs for success, status and good opinion within wider society, this may include professional status and respect standing within social groups such as sports clubs and societies or what the neighbours think.

Question 31

what is self actualisation needs? (MHN)

Answer 31

this is the ultimate goal, the achievement of complete satisfaction through successfully completing ones potential that may mean anything depending on who you are and what you want out of life some will achieve self actualisation through becoming head of multinational organisation while others will find it through the success of raising a happy and healthy family - this is a difficult stage for the marketer to handle because it is so individual and thus the hope is that by fulfilling the other needs discussed above the marketer can help to propel the individual to self actualisation only the individual can tell when this stage is complete.

Question 32

how does culture influence the customer?

Answer 32

this influence can come from family values , religion or nationality - food types,alcohol or opening times of a store or willingness to accept new technology.

Question 33

how does social class influence the customer?

Answer 33

this is to determine the demographic and the social grade. this will tell the marketer if someone has a lower or higher disposable income.

Question 34

what are the social grades?

Answer 34

A- Upper middle class - Higher managerial, administrative or professional.
B- Middle class - intermediate managerial.
C1-lower middle class- supervisory or clerical, junior managerial administrative, professional.
C2-Skilled working class- skilled manual workers
D-working class -semi and unskilled manual workers
E- those at the lower level of Subsistence - state pensioners, widows (no other earner) casual or lowest grade workers.

Question 35

how does social groups and family influence the customer?

Answer 35

social groups will influence your choice or clothes, technology or social activities, family will influence purchases made from programming from a young age like your opinions on certain products or products used in your home growing up.
influences may be aspirational as you may want to purchase a product that represents success like an LV bag or BMW.

Question 36

how does personality influence the customer?

Answer 36

our personalities lie at the heart of our behaviour as a consumer and marketers try to define the particular personality traits or characteristics among a target group of consumers which can be reflected in the product itself and the marketing effort around it.

Question 37

how does perception influence the customer?

Answer 37

perception represents the way in which individuals analyse interpret and make sense of incoming information and if effected by personality experience and mood no two people will interpret the same stimulus in the same way even the same individual might interpret it differently at different times for example seeing an advertisment for food when hungry or relaxing at home on a sunday you are more likely to read through a long article a then if you are in a rush.

Question 38

what is an influencer?

Answer 38

an influencer is someone who has the power to affect the purchasing decisions of others because of his/her authority, knowledge position or relationship with his/her audience
-a following in a distinct niche,with whom he/she actively engages with. the size of the following depends on the size of his/her topic or niche.

Question 39

what is the difference between consumer B2C and organisational B2B buyer behaviour?

Answer 39

consumers purchase primarily for themselves and their families, for the most part these are relatively low risk, low involvement decisions that are made quickly , although there might be some economic and psychological influences effecting of constraining them. in contrast B2B purchasers are always buying on behalf of other people ie the organisation wich implies certain differences from the consumer situation these differences give rise to much more complexity in the buying process and the marketer must appreciate them when designing strategies for encouraging trial reordering.

Question 40

what are the differences between consumer B2C and organisational B2B buyer behaviour.

Answer 40

B2B consumers often/ usually- Consumer customers often/usually.

purchase goods and services thats meet specific business needs/purchase or services that meet individual or family needs
need emphasis on economic benefits/need emphasis on psychological benefits
use formalised ,lengthy purchasing policies and processes /buy on impulse with minimal processes
involve large groups in purchasing decisions /purchase as individuals or a family unit.
buy large quantities and buy infrequently / buy small quantities and buy frequently.
want a customised product package/ are content with a standardised product package targeted at a specific market segment
experience major problems if supply fails/ experience minor irritation if supply fails
find switching to another supplier difficult/ find switching to another supplier easy.
negotiate price/accept stated price
purchase direct from suppliers/purchase from intermediaries.
justify an emphasis on personal selling/justify an emphasis on mass media communication.

Question 41

what is the macro environment?

Answer 41

the macro environment is the context in which organisations and marketers operate it is evolving but as principle the organisation has no influence over this evolution and has to accept it and adjust the organisation marketing strategy , objectives and plans according to the evolution of the marketing environment. for this reason marketers are continuously monitoring the macro environment.

Question 42

what does PESTLEE stand for?

Answer 42

P-political
E-economic
S-socio-cultural
T-technological
L-legal
E-environmental
E-ecological

Question 43

macro environment - what does Political refer to?

Answer 43

the political environment covers the external forces at work, national governments and local authorities and assemblies sometimes even through trans-national organisations such as the EU. The political environment controls the activities of a domain under the government’s control and guides the principles and laws that control business activities.

Question 44

Macro environment- what does legal refer to?

Answer 44

the legal environment covers not only the external forces controlled by governments, but also the constraints imposed by other trade or activity oriented regulatory bodies. Some of the rules and regulations developed and implemented by bodies under this heading have the force of law while other are voluntary such as advertising codes of practise these include what can be bought and sold or even what is allowed to be included in a product such as levels of salt and sugar.

Question 45

Macro environment- what does economic refer to?

Answer 45

the economic environment affects the economic conditions that an organisation has to operate under including the structure of competition in a market, the cost and availability of money for marketing investment in stock and new products for example, and the economic conditions affecting a customers propensity to buy, the global recession of the late 2000s for instance, caused a significant increase in unemployment at all social levels and thus affected consumers willingness and ability to buy many kinds of products.

Question 46

macro environment- what does socio-cultural refer to?

Answer 46

the sociocultural environment is of particular concern to marketers as it has a direct affect on there understanding of customers and what drives them. Not only does it address the demographic structure of markets but it also looks at the way in which it attitudes and opinions are being formed and how they are evolving . a general increase in health consciousness, for instance, has stimulated the launch of a wide variety of products with low levels of sugar, fewer artificial ingredients and no additives.

Question 47

macro environments- what does technological refer to?

Answer 47

technological innovation and technological improvements have had a profound effect in all areas of marketing, computer technology , for instance has revolutionised product design , quality control,materials and inventory management, the production of advertising and other promotional materials and the management and analysis of customer information . The rise in direct marketing as communication technique and relationship building through the brand presence on facebook, twitter and other social media owes alot of cheap availability of powerful computerised database management and internet technology.

Question 48

macro environments - what does ethical refer to?

Answer 48

changes in ethical environment will impact on issues such as fair trade, working conditions of labour and minimum wage. these will relate not only to the general principle of business but also to what are acceptable products and components.

Question 49

macro environments- what does ecological refer to?

Answer 49

these factors relate to the environmental impact of the production,use and disposal of products so the influence of such factors will influence purchases on how green a product is. so companies such as lush will use these influences as a reason to purchase their products in preference to those that are perceived to be less environmentally friendly. marketers will use strategies to emphasise the favourable elements relating to their products.

Question 50

what is the micro environment - markets?

Answer 50

Markets are a collection of customers, marketers aim to attract customers to purchase products in preference to their competitors offering Marketers will have a clear idea about who their customers are and also as a consequence who their competitors are Marketers will have a criteria to identify their customer base this is based of of factors such as social psychological, democratic for example Ferraris target audience would be the same as porsche.

Question 51

what is the micro environment- Competitors?

Answer 51

an organisation may define the market its in either by the type of products they produce eg; mobile phones computers or family cars others may define their market by who they are competing against so BMW will be identifying their markets as competing against mercedes and jaguar. many strategies uses by marketers are called competitive strategies as they compete for customers.

Question 52

what is the micro environment- suppliers?

Answer 52

these are organisations that provide either components or finish products to assist the marketing efforts so intel will provide computer chips to dell they would be the supplier. there may be suppliers who provide products that do not directly contribute to a product but are important for marketing ie a company car for sales reps or an advertising company. for a supermarket they will have a wide range of suppliers and the ability of organisations such as tesco/sains to be competitive and making a profit will depend on the relationships with the suppliers. elements such as cost of supplies, supplying innovative and original products or components and advising on future developments is critical to an organisations success.

Question 53

what is the micro environment- intermediaries?

Answer 53

these are distributors such as such as shops and supermarkets and even online stores that make these products available to the final customers in addition they may provide support through promotions, after sales service or even credit facilities so intermediaries are like suppliers - a critical element in the success of an organisation to encourage their target customers to by their products.

Question 54

what is the micro environment - publics

Answer 54

publics are sometimes called stakeholders and have an interest in the organisation either directly or such as employees and stakeholders or indirectly as the local community , media, trade unions or even governments therefor consideration of these groups is important to ensure that the organisation develops a cooperative relationship that facilitates a favourable marketing environment ie positive stories in the news or good review or new products.

Question 55

what are the key elements of the internal environment?

Answer 55

resources, employee skills and mix, capabilities and core competencies.

Question 56

internal environment- what does resources refer to ?

Answer 56

simply resources are things that an organisation has and can use.
resources is a broad term that refers to what the organisation has. in marketing terms we are particularly interested in products, brands, financial position, loyal customers, retailer relationships, supplier relationships, access to technology, manufacturing skills and innovation.

Question 57

internal environment - what does employee skills refer to?

Answer 57

this is related to resources but has a closer focus on human resources it is particularly valuable for in- service firms that rely on customer employee interaction and in organisations that reply on innovation and improved operations being delivered by key staff.

Question 58

internal environment- what does organisation competences refer to?

Answer 58

these are things the organisation can do and do well, like apple launching products or red bull creating a high public profile but also designing and producing products like louis vuitton.

Question 59

internal environment- what does corporate culture refer to?

Answer 59

this is considered a resource as a corporate culture can have a big impact on the performance of an organisation , so an accountancy practice will have a corporate culture that is based on accuracy and probability whereas a tech startup may be based on innovation and creativity.

Question 60

what is swot analysis?

Answer 60

when analysing the environment will summarise the internal aspects eg :resources and capabilities in relation to the macro and micro environment by creating a swot analysis the external create opportunities and threats whilst the internal analysis identifies the organisations strengths and weaknesses.

Question 61

what are macro trends?

Answer 61

macro trends are the broad environmental factors that affect activity in markets. and usually lie beyond the control of marketing managers. research activity is needed to asses the impact on consumers and business markets - this would include key variables like economic downturn and major market trends that impact purchasing decisions.

Question 62

what are micro trends?

Answer 62

micro trends can be managed and effect customer purchasing preferences and include factors such as changing lifestyle, customer needs and purchase activity.

Question 63

before developing marketing strategies that are effective marketers must?

Answer 63

have a good understanding of the eviromnent they operate within.

Question 64

what are marketers able to identify from a SWOT analysis?

Answer 64

Marketers are able to identify the best way to take advantage of the opportunities present in the market place and how to best minimise threats.

Question 65

SWOT - internal strengths

Answer 65

attributes,characteristics and factors that give competitive advantage to the business.
eg; successful brands and efficient production facilities.

Question 66

SWOT- Internal weaknesses

Answer 66

attributes, characteristics and factors that give competitive advantage to the business.
eg: a history of defective products, poor brand reputation.

Question 67

SWOT- external opportunities.

Answer 67

favourable situations that can strengthen the competitive advantage of the business or provide the business with new sources of competitive advantage.
eg; new product development, finding new customer segments for existing products and opportunities for further cost reduction thanks to creativity and technological innovations and others.

Question 68

SWOT - threats

Answer 68

unfavourable situations and factors that could create problems for the business, compromising its competitive advantage to a certain extent.
eg: loss of key members of the workforce, an increase in prices of raw resources, patent infringement and other law suits.

Question 69

what are the important practical implications of SWOT?

Answer 69

Marketers identify and build on strengths and discover new opportunities and work to eliminate or minimise threats to the business.

Question 70

what is primary research?

Answer 70

primary research is field research and is conducted for a specific research when the information does not already exist or available in any form and has to be undertaken from scratch. the advantage to this is that it can be tailored to the problem or can be used fro product testing or campaign evaluation but it can also be expensive and time consuming.

Question 71

what is secondary research?

Answer 71

Desk research and consists of data and information that already exists and can be accessed by an organisation this would include public government statistics and published market research reports organisations will subscribe to data produced by research companies like nielson who provide retail statistics normally an organisation will have its own secondary research that is information that is collected for general use. Sales figures are an obvious example but there may be other information such as competitor activity collected by the sales tea or feedback from customers. these can be used by marketers to form strategies.
clearly if secondary research is available that answers the question or solves the problem then that is the quickest and most effective way to gather the data but in many cases secondary data can not be directly applied or only gives half the picture.

Question 72

what is Quantitative research?

Answer 72

this type of research involves numbers and is often called data research, it involves a larger number of surveys and is based of of factual data that allows sats based analysis.
The success of this research depends on being able to get enough research so that it can be used against the general public. This research can be taken my telephone interviews, face to face interviews , mail or online questionnaires. This research is analysed through programmes such as SPSS or Oracle to provide statistical analysis that creates the ability to take a sample and using this sample extract information about target customers.
secondary research can also be Qualitative such as sales figures census figures or even research from market research companies and again this can be analysed using stats techniques.

Question 73

what is Qualitative research?

Answer 73

This research is about opinions and feelings which is interpreted. This type of research is especially useful for investigating motivation,attitudes, beliefs and intentions rather then utilising probability based samples. It is often based of off very small scale samples and as a result can not be generalised in numerical terms. although the results are often subjective and impressionistic, they can reflect the complexity underlies customer decision making capturing the richness and depth of how and why customers act the way they do.

Question 74

Quantitative methods:

Answer 74

Quantitative methods:
* Face-to-face
* Telephone/mobile
* Postal
* Online – searching the internet for information or for ideas and opinions
* Omnibus - conducting a number of interviews with a specific target group on a regular basis.

Question 74

difference between Quantitative and Qualitative ?

Answer 74

Quantitative explains the how many and Qualitative explains the why.

Question 75

Qualitative methods:

Answer 75

Qualitative methods:
* Individual depth interviews
* Panels – this is a group of experts who advise on specialist subjects. Also called Delphi technique
* Focus groups – interviews in groups rather than individually
* Online group discussions
* Chat rooms
* Social media research – searching online communities such as Facebook.

Question 76

The elements of the extended marketing mix (7Ps)

Answer 76

The principle of the marketing mix was first proposed by McCarthy (1960). The four elements of the marketing mix are product, price, place (distribution) and promotion. In the 1990s this was expanded to 7Ps to include specific services (Boom and Bitner,1990). The extra 3 Ps are physical evidence, people, process.The marketing mix is issued by marketers to create a unique offering to customers that is attractive to the customers that the marketer is targeting. The marketing mix is the toolbox that the marketer uses to facilitate the relationship between the producer and the customer.

Question 77

Products-marketing mix

Answer 77

The product is at the heart of the marketing exchange. Remember that customers buy products to solve problems or to enhance their lives and thus the marketer has to ensure that the product can fully satisfy the customer, not just in functional terms, but also in psychological terms. The product is important, therefore, because it is the ultimate test of whether the organisation has understood its customer’s needs. Normally the term is used to represent a physical good, but also can be a service.

Question 78

Services-marketing mix

Answer 78

Services represent intangible products comprising activities, benefits or satisfactions that are not embodied in physical products. Items such as financial services, holidays, travel and personal services create problems for marketers, because of their intangibility and inherent perishability. Service providers have to find ways of either bringing the service to the consumer or persuading the consumer to come to the service delivery point. Communication has to develop both functional and psychological benefit themes as well as reassuring the potential customer of the quality and consistency of the service offered.

Question 79

Product-The 4 Ps

Answer 79

“Product refers to what the business offers for sale and may include products or services. Product decisions include the “quality, features, benefits, style, design, branding, packaging, services, warranties, guarantees, life cycles, investments and returns” (Blythe, 2009).

Question 80

Price-The 4 Ps

Answer 80

Price is the value that is placed on something. Price is measured in money, as a convenient medium of exchange that allows prices to be set quite precisely. This is not necessarily always the case, however. Goods and services may be bartered (‘I will help you with the marketing plan for your car repair business if you service my car for me’), or there may be circumstances where monetary exchange is not appropriate, for example at election time when politicians make promises in return for your vote. Price is any common currency of value to both buyer and seller. Even money-based pricing comes under many names, depending on the circumstances of its use: solicitors charge fees; landlords charge rent; bankers charge interest; railways charge fares; hotels charge a room rate; consultants charge retainers; agents charge commission; insurance companies charge premiums; and over bridges or through tunnels, tolls may be charged. Whatever the label, it is still a price for a good or a service, and the same principles apply.

Question 81

Promotion-The 4 Ps

Answer 81

Promotion refers to marketing communications and comprises elements such as: advertising, public relations, direct marketing, personal selling and sales promotion, social media. The purpose of promotion is to encourage a customer to enter into an exchange relationship with the producer of the product or service

Question 82

Place-The 4 Ps

Answer 82

Place or distribution provides access to a product for a customer. There are a variety of ways that a customer can access a product. The marketer’s role is to ensure that not only the product is available to the customer but that the distribution of the product is appropriate to the type of product. So, a Ferrari is distributed in a different way to a soft drink.

Question 83

People-Extended Marketing Mix (3Ps)

Answer 83

Services depend on people and interaction between people, including the service provider’s staff, the customer and other customers. As the customer is often a participant in the creation and delivery of the service product, there are implications for service product quality, productivity and staff training. The ability of staff to cope with customers, to deliver the service reliably to the required standard and to present an image consistent with what the organisation would want is of vital concern to the service provider.

Question 84

Physical Evidence-Extended Marketing Mix (3Ps)

Answer 84

Physical evidence comprises the tangible elements that support the service delivery and offer clues about the positioning of the service product or give the customer something solid to take away with them to symbolise the intangible benefits they have received. Shostack (1977) differentiates between essential evidence and peripheral evidence. Essential evidence is central to the service and is an important contributor to the customer’s purchase decision. Examples of this might be the type and newness of aircraft operated by an airline or the car fleet belonging to a car hire firm, the layout and facilities offered by a supermarket or a university’s lecture theatres and their equipment as well as IT and library provision.

Question 85

Processes-Extended Marketing Mix (3Ps)

Answer 85

Because the creation and consumption of a service are usually simultaneous, the production of the service is an important part of its marketing as the customer either witnesses it or is directly involved in it. The service provider needs smooth, efficient customer-friendly procedures. Some processes work behind the scenes, for example administrative and data processing systems, processing paperwork and information relating to the service delivery and keeping track of customers.

Question 86

The benefits of a coordinated marketing mix?

Answer 86

The marketing mix is central to the delivery of a marketing strategy. The management of the marketing mix is referred to as the marketing programme. The benefit of having a marketing mix that is linked to a strategy is that it provides a context that makes the marketing mix more effective.

Synergy is created this way by marketers ensuring that all the elements of the marketing mix whether it is 4 or 7Ps are working in harmony, to the same purpose. This is emphasised by the way that the marketing strategy is linked to the overall organisational strategy and objectives. So, there is a central focus of the marketing mix as it is coordinated with the overall organisational strategy.

The elements that are used will ensure that the resources at a marketer’s disposal such as branding is used effectively to develop a proposition that is more favourable than a competitor’s. So, create what is known as competitive advantage through the marketing mix. In addition, it will use traditional elements in the marketing mix such as TV advertising, poster campaigns and ‘money-off’ incentives alongside newer tools such as those found on social media, for example, Twitter, Facebook, mobile apps and influencers. These synergies not only produce highly effective marketing mixes but ones that are cost effective.

Question 87

Organisational focus-coordinated marketing mix?

Answer 87

A coordinated marketing mix ensures that the organisation is able to use its resources in an efficient way, which cuts costs and increases revenue. As a consequence, the over profitability of the organisation increases.

Question 88

Budget economies-coordinated marketing mix?

Answer 88

Budgets are economies through efficiency of a more effective marketing mix and stops both cannibalisation by different products chasing the same customer and ensures that products can leverage the marketing activities of the sister products

Question 89

Clear brand positioning-coordinated marketing mix?

Answer 89

By coordinating marketing mixes, a company with a large number of brands will ensure that there is no overlap between brands. For example, a company like Volkswagen will have clear market positions for Skoda, SEAT, VW and Audi.

Question 90

Competitive advantage-coordinated marketing mix?

Answer 90

By being more efficient, more co-ordinated and focused in the way the marketing mix is presented, it will ensure that the marketing of the company is more competitive, creating competitive advantage over their rivals. A company like Volkswagen is able to challenge their competitors in many different markets with many different products and brands

Question 91

Online and offline customer journeys-coordinated marketing mix?

Answer 91

A coordinated marketing mix will ensure that customers, whether they purchase online or in a traditional way (or both) are integrated into the marketing mix decisions that are made by the marketing mix, and that these different modes of purchase are coordinated themselves.