Marketing

Which of the following is a method of secondary market research?

Which of the following describes dividing potential customers into groups based on different characteristics?

Identify two factors a business will consider before deciding on the promotional mix for its product or service.

State and explain two pricing methods that a business can use.

Debbie is spending many hours a week updating the ODP social media account and responding to messages. Recommend whether Debbie should continue to use social media to promote ODP. Give reasons for your answer.

Explain why a unique selling point (USP) is important to a business.

Explain one reason why Cornets Ltd decided to sell its ice cream cones through a wholesaler.

Emilios gives away free samples of its 'flavour of the day' to boost sales. Analyse one drawback of Emilios offering free samples.

**Item D: Emilios** More people are now choosing to follow a vegan lifestyle. A vegan does not eat any foods that come from animals, including dairy products and eggs. Emilios is introducing a range of vegan ice cream. To produce the new ice cream, it will need to purchase more equipment. The equipment will cost £12 000 and has an estimated life of eight years. Emilios predicts that using the equipment will lead to an additional profit of £28 800 over its lifetime. Emilios currently pays a cleaning company a fixed amount to clean the ice cream shop every evening after closing time. The ice cream shop is quiet in the mornings and sometimes Emilios' staff do not have much to do. A low-cost supermarket chain has recently opened in a nearby town. The supermarket is known for its cheap 'value' range of foods. The supermarket sells all the ingredients Emilios uses to make its ice cream. Emilios has calculated that the cost of buying its ice cream ingredients from the wholesaler has increased by 25% over the last two years. The UK population is forecasted to be 68.26m in 2023. Using **Figure 1**, calculate the predicted number of vegans in the UK in 2023. Show all workings. Give your answer to two decimal places.

**Item E: Emilios** St Ives is a seaside resort. It is very popular in the spring and summer but has lower visitor numbers from October to February. Emilios needs to increase its sales during these months. A local successful restaurant chain has asked Emilios to develop and produce a new range of ice cream desserts which it would sell in its eight large restaurants across Cornwall. The restaurant chain would promote Emilios by adding its logo to the menu. The restaurant chain has offered to sell the desserts for a two-week trial period. If sales are good, then the desserts will stay on the menu. Emilios will receive half of the price the restaurant chain charges its customers. Another option is for Emilios to open an ice cream shop in a nearby town from October to February. Emilios would sell its current popular range of ice cream in the new shop. The town centre has many popular high street stores and is very busy at Christmas time. However, it can be very quiet in January and February. There are already two successful ice cream shops on the town's high street. Emilios wants to increase sales revenue during the winter months. It is considering two options to achieve this. Both options will cost the same to set up. The options are: - develop a new product range of ice cream desserts to sell to the restaurant chain - expand by opening an ice cream shop in the town centre. Analyse the effect of each of these two options on Emilios. Evaluate which of these two options will have the biggest impact on sales revenue for Emilios.