| Date | November 2016 | Marks available | 6 | Reference code | 16N.1.SL.TZ0.2 |
| Level | Standard level | Paper | Paper 1 | Time zone | Time zone 0 |
| Command term | Explain | Question number | 2 | Adapted from | N/A |
Question
With reference to Medimatters, describe two benefits of having a marketing plan.
Refer to case study: Medimatters
Explain the factors influencing a suitable promotional strategy for the IBAT app.
Refer to case study: Medimatters
Markscheme
Possible benefits include:
- it provides a framework for the introduction of the new product to the market. In this instance important because it is a completely new product and Medimatters is a new business
- it helps to develop marketing objectives/targets, again important because of the lack of experience of the owners
- it could help with marketing budgeting, relevant because of limited finance
- helps marketing decision making
- keeps stakeholders informed
- any other relevant benefit.
Mark as 2+2.
Award [1] for each benefit identified, and [1] for the development of each of these key aspects in the context of Medimatters. Award up to a maximum of [2] per benefit.
This question is about factors.
The factors influencing a suitable promotion/advertising strategy are likely to be:
- the newness and originality of the product requires information to be communicated
- the product consisting of an app and a lens requires explaining to potential customers
- its likely customers which will include both the medical profession and final consumers
- promotion will depend on the market chosen: the medical professionals may best be contacted via conferences, articles. The general public through paid for advertising. By Medimatters or retailers?
- the size of the business, it is a small business, how much do they have to spend?
- its marketing mix – it has to be consistent with it
- reference to Brazil/zika virus can be considered as context.
Accept any other relevant factors related to promotion strategy and explanation.
Marks should be allocated according to the paper 1 markbands for May 2016 forward, section A.
For a theoretical answer award a maximum of [3]
If it answers the question ‘What promotional strategy’ limit to [4] if it does not explain the factors
If there is no recognition that there are two possible markets award a maximum of [5].
If the explanation of factors affecting promotion is mainly descriptive, but in context award a maximum of [5].
