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ScotlandBusiness Management

Management of Marketing

8 dot points across 8 inquiry questions. Click any dot point for a focused answer with worked past exam questions where available.

Why are customers central to marketing, and how do firms divide a market to target them?

The importance of customers and of being market-led, methods of market segmentation, the choice of target market, and the benefits of building customer loyalty.
An SQA Higher Business Management answer on customers and market segmentation, explaining why being market-led matters, the methods of segmenting a market, how a target market is chosen, and the benefits of customer loyalty to an organisation.
11 min answer →

Why is the marketing mix extended to seven elements, and what do the extra three add for services?

The extended (seven Ps) marketing mix: the three additional elements of people, process and physical evidence, and why they are especially important when marketing a service.
An SQA Higher Business Management answer on the extended marketing mix, explaining the three additional elements of the seven Ps, people, process and physical evidence, and why they are particularly important when marketing a service rather than a product.
10 min answer →

How do organisations find out what customers want, and how reliable is the information they gather?

The purpose of market research, the difference between field (primary) and desk (secondary) research, the main methods of each, and sampling, with their advantages and disadvantages.
An SQA Higher Business Management answer on market research, covering its purpose, the difference between field (primary) and desk (secondary) research, the main methods of each, and sampling, with the advantages and disadvantages of each approach.
11 min answer →

How do organisations get products to customers, and how do they choose a channel of distribution?

The place element of the marketing mix: the main channels of distribution (direct, retailer, wholesaler), the growth of e-commerce and direct selling, and the factors affecting the choice of channel.
An SQA Higher Business Management answer on the place element of the marketing mix, covering the main channels of distribution (direct, through a retailer, through a wholesaler), the growth of e-commerce, and the factors that affect a firm's choice of channel.
10 min answer →

How do organisations decide what to charge, and which pricing strategy suits a situation?

The price element of the marketing mix: the main pricing strategies (cost-plus, competitive, penetration, skimming, promotional, premium, destroyer, loss leader and psychological pricing) and the situations in which each is used.
An SQA Higher Business Management answer on the price element of the marketing mix, covering the main pricing strategies (cost-plus, competitive, penetration, skimming, promotional, premium, destroyer, loss leader and psychological pricing) and when each is appropriate.
11 min answer →

How do organisations manage their products over time to keep sales strong?

The product element of the marketing mix: the product portfolio, the product life cycle and extension strategies, the Boston Matrix, and the role of branding and packaging.
An SQA Higher Business Management answer on the product element of the marketing mix, covering the product portfolio, the product life cycle and extension strategies, the Boston Matrix, and the role of branding and packaging in building value.
12 min answer →

How do organisations make customers aware of products and persuade them to buy?

The promotion element of the marketing mix: advertising and the media used, into-the-pipeline and out-of-the-pipeline sales promotions, public relations and personal selling, and their purposes.
An SQA Higher Business Management answer on the promotion element of the marketing mix, covering advertising and the media, into-the-pipeline and out-of-the-pipeline sales promotions, public relations and personal selling, and the purpose of each method.
11 min answer →

How has technology changed the way organisations market their products?

The use of technology in marketing, including e-commerce, websites, social media, e-marketing and the use of customer databases, with the advantages and disadvantages for the organisation.
An SQA Higher Business Management answer on the use of technology in marketing, covering e-commerce, websites, social media, e-marketing and customer databases, and the advantages and disadvantages of technology for the marketing function.
10 min answer →