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1.3 Marketing Mix & Strategy

Question Paper

Course Edexcel A Level Business

Section 1. Marketing and People
Topic 1.3 Marketing Mix & Strategy
Difficulty Hard

Time allowed: 80

Score: /60

Percentage: /100

Page 1 of 7

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Question 1
Read the following extracts (A to C) before answering
Spotify is aiming to extend the product life cycle of its music streaming business. Spotify could either focus on marketing
strategies in existing markets, such as Europe and the USA, or expand into emerging markets, such as those in Asia
Evaluate these two options and recommend which one is most suitable for Spotify to extend the product life cycle of its
music streaming business
[20 marks]

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Question 2
Read the following extracts (E to H) before answering
For long-haul flights to the Americas, Ryanair and Air Europa could use competitive pricing or a penetration pricing strategy
to maximise profit
Evaluate these two pricing strategies and recommend which one should be used by Ryanair and Air Europa to maximise
profit
[20 marks]

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Question 3
Read the following extracts (A to C) before answering
Bon Bon’s is currently a business to business (B2B) company with an objective to increase profitability. To do this, Bon Bon’s
could either increase sales as a B2B company, or become a business to customer (B2C) company
Evaluate these two options and recommend which one is more likely to improve Bon Bon’s profitability
[20 marks]

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