Q15 Read the scenario, then answer the parts below.


Niamh is launching Aran Active, a new Irish sportswear brand, this year. She needs to plan a marketing mix for the brand. (a) Suggest a USP for Aran Active and explain why it would make the brand stand out.


(b) Recommend one pricing strategy Aran Active should use, and give one reason.


(c) Outline one promotion method Aran Active could use, and explain how it would increase sales.


(d) Recommend whether Aran Active should sell direct through its own website or through retail shops, and give one reason.


Q16 Complete the passage using the word bank below. packaging


advertising


penetration USP


sales promotion marketing mix


distribution premium


The set of elements a business uses to sell a good or service is called the ________________. The one thing that makes a product different from its competitors is its ________________, which stands for Unique Selling Point. The wrapping or container a product comes in is its ________________, which can attract customers and provide information. Setting a high price to signal a luxury product is called ________________ pricing, while entering the market with a low price to win customers is called ________________ pricing. A paid message that promotes a product on television or social media is called ________________. Short-term incentives such as discount codes or buy-one-get-one-free offers are forms of ________________. The route a product takes from the maker to the customer is its channel of ________________.


211


STRAND 2 CHAPTER 21: The marketing mix


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