CHAPTER 15 – THE MARKETING MIX tsio 1. Copy and fill in the blanks.
a. The four elements of the marketing mix are ___________, price, promotion and ___________.
b. A ___________ is a symbol or design used by a business to identify its products.
c. The methods used by a business to make customers aware of a product or service are called ___________.
d. Advertising that aims to show that a brand’s product or service is better than its competitor’s product or service is called ___________ advertising.
e. Traditional advertising media include ___________, radio, newspapers and ___________.
f. ___________ ___________ is the promotion of goods and services using digital media, such as websites, digital videos and social media sites.
g. Promoting a positive image of a business to the public is called ___________ ___________.
2. Complete the marketing mix for one existing product.
a. What is the product called? b. How much is it sold for? c. Where is it sold?
d. Which methods were used to promote it?
ns
3. State three advantages of branding to a business.
4. Suggest a suitable type of advertising for the following:
a. A new model of car.
b. Environmentally friendly consumer choices.
c. A vacuum that has been developed to be the best on the market at cleaning pet hair.
d. A new type of pizza. e. A child’s toy.
5. Explain the advantages of digital marketing over traditional advertising.
6. Cosmetics companies often provide consumers with sample of their products.
a. What sort of promotion is this?
b. How does this promotion work to generate sales?
7. Describe three ways that a business can improve its public reputation.
8. Can you think of any issues that might arise for a business that wanted to advertise a product globally?
