MARKETING EXAM

Here’s a study guide to help you review all the Grade 11 Marketing Exam topics you listed, written in a clear and simple way:

🧠 MARKETING STUDY GUIDE (GRADE 11 EXAM - 2025)

📦 The

Four P’s

&

Two C’s

of the Marketing Mix:

• Product – What you’re selling (features, benefits, design).

• Price – How much it costs (consider value, competition).

• Place – Where it’s sold/distributed.

• Promotion – How people learn about it (ads, sales).

• Customer – Who is buying.

• Competition – Other businesses selling similar things.

📝 Culminating Assignments

Review what you worked on for your final project(s): ads, campaigns, target markets, etc.

💡 SWOT Analysis

• Strengths (internal positives)

• Weaknesses (internal negatives)

• Opportunities (external positives)

• Threats (external negatives)

📉 Economics 101 – Supply & Demand

• Supply increases = price usually drops.

• Demand increases = price usually rises.

• If supply drops & demand is high → price goes up.

• If demand drops & supply is high → price goes down.

🔲 Price-Quality Matrix (PQM)

Used to compare how price relates to quality.

Examples:

• High price, high quality (luxury brands)

• Low price, low quality (dollar store items)

👥 Market Segmentation

Split the market into groups:

• Demographic – Age, gender, income, etc.

• Psychographic – Personality, lifestyle, values.

• Geographic – Where they live.

• Behavioural – Shopping habits, loyalty, usage.

🎯 Target Markets

A specific group of consumers a company wants to reach. Use segmentation to define them.

🛍 Buying Process (Consumer Decision-Making)

1. Need recognition

2. Information search

3. Evaluate alternatives

4. Make the purchase

5. Post-purchase evaluation

💵 Internal & External Factors That Affect Price

• Internal – Costs, business goals, brand image.

• External – Competitors, economy, demand.

💸 Pricing Strategies

• Penetration pricing – Low to enter market.

• Skimming – High at first, then lower.

• Psychological pricing – $9.99 instead of $10.

• Bundle pricing – Deals for buying multiple.

• Competitive pricing – Match or beat others.

🚚 Distribution Channels (The 3 Main Ones)

1. Producer → Consumer (e.g. online stores)

2. Producer → Retailer → Consumer

3. Producer → Wholesaler → Retailer → Consumer

📦 Inventory Control

• Just-in-time (JIT) – Arrives as needed.

• Perpetual inventory – Constantly tracked.

• Manual inventory – Physically counted.

🔖 Branding

• Brand Names – Unique name people remember.

• Logos – Symbol/image for the brand.

• Slogans – Catchy phrase (e.g., “Just Do It”).

🚚 Pros & Cons of 5 Traditional Transportation Methods

1. Truck – Fast & flexible; costly; weather-sensitive.

2. Train – Cheap for large loads; limited routes.

3. Plane – Very fast; very expensive.

4. Ship – Good for overseas; slow.

5. Pipeline – Only for liquids/gases; limited use.

📈 Product Life Cycle (PLC)

Traditional:

1. Introduction

2. Growth

3. Maturity

4. Decline

Types of customers:

• Innovators – First to try.

• Early adopters – Soon after.

• Early/late majority – Main buyers.

• Laggards – Last to buy.

🎨 Logo Design & Colour Use

• Simple, memorable, fits brand.

• Colours affect feelings:
  

  • Red = passion/energy

  • Blue = trust/professional

  • Yellow = optimism

  • Green = nature/health

🧠 Creating Brand Names

• Easy to say, spell, and remember.

• Related to product.

• Not offensive or confusing.

🗣 Brand Slogans

• Short, catchy, and clear.

• Communicate a feeling or message.

🔍 Marketing Research

• Primary – You collect it (e.g. surveys, interviews).

• Secondary – Already available (e.g. articles, reports).

📊 Qualitative vs. Quantitative

• Qualitative = words/opinions (interviews, focus groups).

• Quantitative = numbers/stats (surveys, data analysis).

💥 Motivational Appeals in Ads

• Biological – Hunger, safety, sleep, etc.

• Emotional – Fear, love, humor.

• Rational – Logic, facts, savings.

• Social – Fitting in, approval, popularity.

🔺 Maslow’s Hierarchy of Needs

(From bottom to top)

1. Physiological – Food, water

2. Safety – Shelter, security

3. Love/Belonging – Friends, family

4. Esteem – Confidence, respect

5. Self-actualization – Achieving full potential

📣 Promotion & Advertising Decisions

• Use ads when launching or boosting awareness.

• 5 Goals of Advertising:
  

  1. Inform

  2. Persuade

  3. Remind

  4. Brand building

  5. Create loyalty

📰 Good Print Media Includes:

• Strong headline

• Eye-catching visuals

• Key info (who, what, when, where)

• Call to action

• Clear layout

📦 Kotler’s Product Levels

1. Core product – The actual benefit (e.g. travel = experience)

2. Actual product – The item (e.g. airplane ticket)

3. Augmented product – Extras (e.g. luggage service, insurance)