Marketing and Tasty Snacks Jenny

Specimen Paper for UPF Marketing-1 with answers Section A Multiple Choice Questions 2 marks each (10 marks) 1. __________________ is the process of evaluating each market segments attractiveness and selecting unmatchable or more segments to enter. a. Mass selling b. Market segmentation c. Market targeting d. Market positioning resolve c 2. _______________ factors are the most popular bases for segmenting customer groups. a. Geographic b. Demographic c. Psychographic d. Behavioral Answer b 3.The stage is the product life cycle that focal pointes on expanding market and creating product awareness and trial is the a. crepuscle stage. b. introduction stage. c. growth stage. d. maturity stage. Answer b 4. A price reduction to buyers who buy in large volumes is called a(n) a. quantity discount. b. cash discount. c. seasonal discount. d. trade discount. Answer a 5. A company is practicing ________________ if it focuses on subsegments with distinctive traits that may seek a special co mbination of benefits. a. micromarketing b. niche marketing c. mass marketing d. segment marketingAnswer b Section B Case Study Read Item A and therefore answer the questions that follow. Item A Tasty Snacks jenny is studying for her A-levels. At the same time, she enjoys working type time in a local cafe in the crossroads where she lives. She has noticed that the prices charged to customers in the cafe seem to be much higher than the actual costs of making the meals and drinks. She is sure that the owners moldiness be making a good profit. Jenny is now considering whether she should carry on with her studies or whether she should safe leave school and set up her own cafe.Jenny could set up the cafe in the village where she lives which is in a tourist area. She is also considering a busier but more expensive location much(prenominal) as the shopping revolve a meter in the town near to where she goes to school. A recent advert has caught her attention. It is denote Franchise opportunities with well known fast food brands. She would need at least ? 5000 to take up one of these opportunities. Jenny is unsure whether to set up the cafe as a sole dealer or as a franchise. Questions (20 marks) 1.Identify two methods of market research and explain how each method capability help Jenny to make her business successful. (10 marks) 2. Jenny is unsure where the best place would be to finalise her cafe. She is considering two locations ? the village where she lives ? the shopping centre in the town near to where she goes to school. Advise Jenny which is in all probability to be the best option. Give reasons for your advice. (10 marks) Section A- Answers 1 c 2- b 3- b 4 a 5- b Section B Expected Answers Q1. Market research methods could hold Explain/Elaborate surveys questionnaires focus group internet research. or primary and secondary research as methods. Q2. Possible areas for discussion include Analyses- benefit(s) Village location likely to cost les s to buy/rent and run convenient for Jenny tourist area so go out get customers likely to have less competition. Town centre location would be more expensive to buy/rent and run all year round potential likely to have more customers likely to be more competition Jenny will need to travel to work.