UNIDAD EDUCATIVA “ÉMILE JAQUES-DALCROZE”

BUSINESS SUMMATIVE ASSESSMENT

SECOND TERM – THIRD UNIT
2023 – 2024

NAMES: Monserrat Oviedo and David Orbe.

CLASS: 2nd IB ‘’A’’ Date: 26/01/2024

GENERAL INSTRUCTIONS:

▪ Read the instructions and rubric carefully before you start.

▪ Academic dishonesty is penalized with 0 according to the OLIE (LOEI).
▪ This is an individual activity.
▪ Write your answers in pen.

INDICATORS FOR THE PERFORMANCE CRITERIA:

Establece las variables de mercado (producto, precio, plaza, promoción y personalización) para un
bien o servicio nuevo que presenta a un segmento de mercado específico mediante mecanismos de
comunicación eficaces. (Ref.I.EG.5.8.1.) (I.3., S.1.)

A. ANSWER THE FOLLOWING QUESTIONS. (2 MARKS)

1. What is the difference between a niche and a mass market?

-A niche market refers to a specific, well-defined segment of the market that provides to a particular
group of people with shared interests, needs, or characteristics.

-A mass market involves a broader approach, targeting a larger and more general audience.

2. Why is it important to identify the benefits of a product?

-Identifying and emphasizing the benefits of a product is a fundamental aspect of successful

marketing and business strategy, contributing to customer satisfaction, loyalty, and overall business
success.
B. READ THE FOLLOWING CASE STUDY AND COMPLETE THE CHART BELOW. (4 MARKS)

WENDY’S MARKETING MIX

Wendy’s is one of the leading international hamburger fast food restaurant chains in the world. The
company’s marketing mix (4Ps) supports such industry position. The marketing mix defines the
strategies and tactics the company uses to implement its marketing plan, and indicates how the
business relates with the target market. Wendy’s marketing mix is the company’s approach to the
dynamics of the fast-food market. This approach changes according to trends in the global market. The
marketing mix shows how Wendy’s addresses issues and needs in the market.

Wendy’s is known for hamburgers. However, the company offers many other products. In this
component of the marketing mix, organizational outputs are considered. While hamburgers are the
main product line, Wendy’s offers other product lines to complete the customer experience. For
example, with hamburgers, sides, salads, beverages and desserts, customers can enjoy a full meal.

Wendy’s completes most of its transactions in its restaurants. Wendy’s generates most of its revenues
at its restaurants. However, the company also occasionally uses kiosks, such as those located in malls
and venues of special events. Customers can also place their orders through Wendy’s website. In
addition, the company allows consumers to access the menu and special deals through the Wendy’s
mobile app. This component of the marketing mix shows that Wendy’s relies on opening more
restaurants to maximize its growth.

Advertising is the primary tactic Wendy’s uses to promote its products. For example, the company
advertises its products through print media, television, and online media. Wendy’s also uses personal
selling to communicate with customers. For example, restaurant personnel usually encourage
customers to order more products, such as desserts or sides. Wendy’s applies sales promotion in the
form of short-term special offers and discounts. For instance, the company occasionally distributes
discount coupons to customers. Moreover, Wendy’s implements public relations as a way of promoting
its business and products, such as when the company sponsors special community events to make the
brand more popular. Thus, Wendy’s addresses this component of the marketing mix mostly through
advertising and personal selling, which are significant determinants of the company’s revenues.

Wendy’s main pricing strategy is market-oriented. This pricing strategy reflects the conditions of the
market and the competitive landscape. For example, changes in demand and supply are used to adjust
the prices of Wendy’s products. On the other hand, the product bundle pricing strategy involves offering
product groups (e.g. combo meals) for a discount.

Taken from: http://panmore.com/wendys-marketing-mix-4ps-analysis

What elements of the product, price, place and promotion are mentioned in the case study?

PRODUCT PRICE PLACE PROMOTION

There are a variety of Wendy’s applies Wendy's primarily The company
products like: side sales promotion in conducts transactions advertises its
salads, hamburgers, the form of short- and generates products through
beverages, and term special offers revenue in its print media,
desserts. and discounts. For restaurants, but television, and online
instance, the occasionally they use media.
company kiosks, such as those
occasionally located in malls and
distributes discount venues of special
coupons to events.
customers.
 C. COMPLETE THE FOLLOWING FIGURES WITH EXAMPLES OF MASS MARKETS AND NICHE
MARKETS. (4 MARKS)

High-Resolution
cameras

Underwater Compact cameras

cameras for travel

Digital
cameras

FINAL SCORE: ______/ 10 MARKS

Elaborated by: Revised by: Approved by: Student

Signature: Signature: Signature: Monserrat Oviedo
David Orbe

Lic. Erika Erazo MSc. Sara Arroba MSc. Andrea Torres

Teacher DP Coordinator Viceprincipal

Date: 04/01/2024 Date: Date: