Marketing questions

B1 The Futurist Bernard Marr highlights 25 different digital technology trends in the macro-environment that could affect marketers in the future. Choose any ONE of those technology trends and critically examine its potential for marketing a brand of sunglasses being sold in a traditional retail store within a shopping mall.

B2 Kotler et al. (2020) highlight five different tools within the “promotion mix” as part of an effective communication strategy to target a segment of consumers. Explain, with justification, the most effective promotional mix that should be used by Volkswagen to target young consumers when introducing its “ID.4” electric car to the Chinese market.

B3 There are lots of ways to collect market information using different qualitative and quantitative research designs. The real value of this market information however, lies in how it is used. “Hotel Chocolat” the luxury chocolate retailer, wishes to grow further and target the Baby Boomer generation in the UK. Describe, and justify, the research approach you would adopt to collect the most effective market information for the senior management at Hotel Chocolat to make an informed decision. 

B4 Critically evaluate, with examples, the reasons for the dis-intermediation of the traditional channel structure for consumer airline bookings. 

B5 Sustainability in the marketing context is becoming more relevant to firms such as P&G, McDonald’s, Johnson and Johnson and the like. Arguably, not all these firms reflect the same level of sustainability from a marketing perspective. 

a)Define sustainable marketing and evaluate how it is different from the marketing concept. [10 marks]

b)Outline, with justification, any three strategies that retail supermarkets could adopt to ensure they are more sustainable in the future. [10 marks]