2019HSCExtended response

Q26

20 marks

Question

Analyse the relationship between market segmentation and marketing strategies.

Try the question before revealing the answer.

Solution

Criteria	Marks
Draws out and clearly relates the implication of the relationship between market segmentation and marketing strategies<br>Applies relevant case study/studies and contemporary business issues<br>Presents a sustained, logical and cohesive response and communicates clearly using relevant business terminology and concepts	17–20
Makes evident the relationship between market segmentation and marketing strategies<br>Uses relevant case study/studies and contemporary business issues<br>Presents a logical and cohesive response using relevant business terminology and concepts	13–16
Provides characteristics and features of market segmentation or marketing strategies AND sketches marketing strategies or market segmentation<br>Makes reference to case study/studies and/or contemporary business issues<br>Communicates using relevant business terminology and concepts	9–12
Sketches market segmentation and/or marketing strategies in general terms<br>May make reference to case study/studies and/or contemporary business issues<br>Communicates using some business terminology and concepts	5–8
Makes limited reference to Marketing<br>May identify case study/studies<br>Uses basic business terminology	1–4

Answers could include:

Market segmentation
Product/service differentiation and positioning
Products – goods and/or services
- Branding
- Packaging
Price including pricing methods – cost, market, competition based
- Pricing strategies – skimming, penetration, loss leaders, price points
- Price and quality interaction
Promotion
- Elements of the promotion mix – advertising, personal selling and relationship marketing, sales promotions, publicity and public relations
- The communication process – opinion leaders, word of mouth
Place/distribution
- Distribution channels
- Channel choice – intensive, selective, exclusive
- Physical distribution issues – transport, warehousing, inventory
People, processes and physical evidence
E-marketing
Global marketing
- Global branding
- Standardisation
- Customisation
- Global pricing
- Competitive positioning

Supplied marking guidance · human reviewed

Compare this with your working, not only your final sentence.

Syllabus alignment

Marketing

Segmentation, differentiation and positioningExplain market segmentation, product or service differentiation and positioning strategies.
Product strategyExplain goods and service, branding and packaging decisions.
Extended marketing mix and e-marketingExplain people, processes, physical evidence and e-marketing strategies.
Place and distribution strategyExplain distribution channels, intensive, selective and exclusive channel choice, and transport, warehousing and inventory issues.
Promotion strategyExplain advertising, personal selling, relationship marketing, sales promotions, publicity, public relations, opinion leaders and word of mouth.
Price strategyApply cost-, market- and competition-based pricing methods, skimming, penetration, loss-leader and price-point strategies, and price-quality interaction.

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