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Exam (elaborations)

MARK 301 Final Exam

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4 Parts of Defining a Customer-Driven Marketing Strategy -correct answer_Segmentation, Targeting, Differentiation, Positioning Segmentation -correct answer_Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate marketing strategies or mixes. Targeting -correct answer_The process of evaluating each market segment's attractiveness and selecting one or more segments to enter. Differentiation -correct answer_Actually differentiating the market offering to create superior customer value. Positioning -correct answer_arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Geographic Segmentation -correct answer_Dividing a market into different geographical units, such as global regions, countries, regions within a country, provinces, cities or even neighbourhoods. Demographic Segmentation -correct answer_divides the market into segments based on variables such as age, gender, family size, life cycle, household income, occupation, ethnic or cultural group, education, and generation. Age and Life Cycle Segmentation -correct answer_dividing a market into different age and lifecycle groups Gender Segmentation -correct answer_dividing the market into different segments based on gender. Example of Age and Life Cycle Segmentation -correct answer_Disney Cruises Household Income (HHI) segmentation -correct answer_dividing a market into different income segments. Example of HHI segmentation -correct answer_No Frills, Giant Tiger Psychographic Segmentation -correct answer_dividing a market into different segments

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PAPER 1: Education 4 and 6 mark
questions
Outline two cultural factors that may affect ethnic differences in educational achievement.
-correct answer_POSSIBLE ANSWERS INCLUDE: • language (1 mark); for some pupils
English may be a second language and so they may have difficulty in understanding class
work (+1 mark) • parental attitudes to education (1 mark); Indian and Chinese parents are
more likely to be pro-school and encourage their children to be successful in education (+1
mark) • pupil subcultures (1 mark); black pupils are more likely to be subjected to
anti-educational peer group pressure, leading to them rejecting school (+1 mark) •
ethnocentric curriculum (1 mark); the school curriculum reflects the dominant culture and this
benefits White British students (+1 mark)Outline three ways in which factors within schools
may shape gender differences in subject choice. Outline three ways in which factors within
schools may shape gender differences in subject choice. -correct answer_POSSIBLE
ANSWERS INCLUDE: • peer group pressure (1 mark); leads to girls and boys choosing
subjects which reflect stereotypical gender identities (+1 mark) • career advice (1 mark); for
example, girls are more likely to choose childcare courses, because childcare jobs are seen as
female (+1 mark) • subject counselling (1 mark); teachers may channel boys and girls into
different subject choices in relation to their own gender stereotypes (+1 mark) • learning
resources may include gender stereotypes (1 mark); for example, science may be represented
as a mainly male activity • gender of teachers (1 mark); for example, males may pick science
as a subject because the teachers are more likely to be men (+1 mark). Outline two cultural
factors that may cause social class differences in educational achievement. -correct
answer_POSSIBLE ANSWERS INCLUDE: • working-class pupils' restricted code (1 mark)
means they are less able to communicate in ways that the school values (+1 mark) •
middle-class parents have a more positive attitude to education (1 mark), so they are more
supportive of their child's education (+1 mark) • middle-class parents are more likely to
socialise children in ways that foster intellectual development (1 mark), eg by reading to them
or providing educational toys (+1 mark) • fatalistic working-class values (1 mark) do not
prepare children for school, which is achievement-oriented (+1 mark). Outline three examples
of ways in which government policies may have reduced social inequalities in educational
achievement. -correct answer_POSSIBLE ANSWERS INCLUDE: • abolition of the tripartite
system (1 mark) meant all pupils would go to the same type of secondary school, rather than
middle-class pupils taking most of the places in the grammar schools (+1 mark) • Education
Maintenance Allowances (1 mark) provided financial support to enable poorer students to
continue in post-16 education (+1 mark) • the Pupil Premium (1 mark) earmarks funds for
schools to spend on meeting the needs of disadvantaged pupils (+1 mark) • Education Action
Zones (1 mark) targeted funds on schools in socially deprived areas to raise achievement (+1
mark) • grants for higher education (1 mark) make it easier for poorer students to attend
university (+1 mark). Outline two material factors that may affect social class differences in

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