CIE IGCSE Topical Past Paper 1

3.4 Marketing strategy

Return to topics list
0450/13/O/N/2024

LRL makes skincare products including face cream. It is a private sector business in country X. One of LRL’s objectives is to contribute to sustainable development. Maintaining customer loyalty is important and the Marketing Director knows a business must have an appropriate marketing mix. He is analysing data to calculate the value of LRL’s market share. An extract is shown in Fig. 3.1. The total value of sales of skincare products in country X for 2023 was $120 million.

((e) Explain two elements of the marketing mix. Which do you think is the most important element for a business? Justify your answer. [6]

045/11/M/J/2024

CFG is a social enterprise. It buys cocoa beans from local farmers and then uses the beans to make chocolate. Being ethical is important to the business. CFG has developed a new chocolate bar. The Marketing Manager plans to use skimming as its pricing method, and retailers as its distribution channel for the new product. He knows there are many legal controls over marketing that might affect a business.

(b) Identify two ways legal controls over marketing might affect a business. [2]