IB Business Management – Marketing

4.5I: The 4Ps - Promotion: Activity

IB Business Management: www.BusinessManagementIB.com

4.5 THE 4P S - PROMOTION: ACTIVITY I

Read the case study information below and answer the questions that follow.

NINJA MARKETING

Ninja Marketing Inc. is a much larger

and more renowned than its name
may suggest. In the last decade Ninja
Marketing has come to dominate the
new and ever evolving technologies
associated with marketing in the 21st
Century. From humble beginnings in
2005 as a small ad agency which
specialised in helping companies
establish a positive and vibrant
Facebook and Twitter presence, Ninja
Marketing is now one of the largest ad
agencies in the city of London.
Alternative marketing strategies such
as viral marketing, social media
marketing and social marketing have
increased exponentially as a share of many firm’s promotional budgets. Most firms are now
aware of guerilla marketing, and are looking for clever and creative ways to engage in it. For
firms looking to outsource their marketing promotion and integrate new technologies into their
promotional mix, Ninja Marketing is fast becoming the agency of choice. This equally true of
firms in ‘established’ industries such as food retailing and firms in newer, high-growth industries
such as cloud computing services.

Source: www.BusinessManagementIB.com
 IB Business Management – Marketing
4.5I: The 4Ps - Promotion: Activity

QUESTIONS: 28 MARKS, 50 MINUTES

1. Define the following terms in the case study above:

i. Viral marketing
ii. Social media marketing
iii. Social marketing
iv. Guerilla marketing [8 marks]

2. Discuss how the promotional mixes of a supermarket retailer (e.g., Tesco) and a cloud-
based accounting services firm (e.g., Xero) may differ. [10 marks]

3. Evaluate the impact of changing technology on the promotional strategies of companies.

[10 marks]