IGCSE Enterprise: Specimen Questions with Answers 45 - 46 of 49

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Case Study -2

Pottery Barn & Sherwin-Williams

Co-Branding Campaign: Color Your Room

  • One of the biggest benefits of co-branding campaigns is the opportunity to expose your product or service to a brand-new audience. that՚s exactly what home furnishing store Pottery Barn and paint company Sherwin-Williams did when they partnered together back in 2013.
  • Together, the two brands created an exclusive product line of paints, and then added a new section of Pottery Barn՚s website that helped customers easily select paint colors to complement their furniture choices.
  • Customers could coordinate paint colors with picture-perfect Pottery Barn furniture for a mutually beneficial partnership – and style assistance for both brands customers to boot. “Paint Landing,” Pottery Barn՚s landing page for the partnership, contains helpful blog posts and how-to ideas for do-it-yourself painting and decorating.

Question 45 (8 of 12 Based on Passage)

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Short Answer▾

One of the biggest benefits of co-branding campaigns is the opportunity to expose your product or service to a brand-new audience.

Explain two methods of communication to reach the intended customers.

Explanation

Marketing communication helps in moving products, services, and ideas and from manufacturers to the end users and helps in maintaining relationship with other parties like customers, shareholders, prospects etc. Firms select a mix of promotional tools to effectively communicate with their target customer groups.

The different element of this mix is:

  • Advertising
  • Personal Selling
  • Sales promotion
  • Public relations
Areas of Communication

Question 46 (9 of 12 Based on Passage)

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Give two advantages and disadvantage of secondary data collection method

Explanation

Secondary source of data refers to information that has been collected earlier by someone else. Often this includes printed or published reports, news items, and industry or trade statistics, etc. This also includes internal documents like invoices, sales report, payment history of customers and dispatch records.

Advantages of Secondary Source of Data Are

  • It offers the advantage of economies of time and cost.
  • It also offers the benefit of convenience to the researcher.

Disadvantages of Secondary Source of Data Are

  • It suffers from the problem of lack of availability, relevance, inaccuracy, and inefficiency.
  • Secondary data often may be expressed in units or measurements that may not necessarily serve the researchers need.

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