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9 marksProduct Management

CAPE Management of Business Unit 2 · 2007 · Paper 2 · Question 3(b)(ii)

One River Foods markets food products under the One River brand name on Sunset Isle and plans to launch a new cornflakes line in three months.

For EACH concept, indicate which strategy is better, giving ONE reason for your choice.

The mark scheme is shown once you've answered.

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Other parts of this question

  1. 3(a)(i)Define the marketing concept of Branding.[2 marks]
  2. 3(a)(ii)Define the marketing concept of Pricing.[2 marks]
  3. 3(a)(iii)Define the marketing concept of Distribution channels.[2 marks]
  4. 3(a)(iv)Define the marketing concept of Advertising.[2 marks]
  5. 3(b)(i)For EACH concept defined in (a) above, describe TWO strategies which the company may consider when planning this aspect of its marketing.[8 marks]

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