Practice IB Design Technology (DT) Topic 9.3 Marketing Mix with authentic exam-style questions for both SL and HL students. This question bank focuses on the exact syllabus content for 9.3 Marketing Mix and mirrors Paper 1, 2, 3 style where relevant.
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A start-up, PulsePod, is developing a refillable insulated bottle that tracks hydration and sends reminders through an app. The team is unsure which customer segment to prioritise and which features justify a higher price.
Before committing to tooling, PulsePod ran a two‑stage market research plan:
The survey results are summarised below.
| Finding | Result |
|---|---|
| Would consider buying a bottle in the next 3 months | 58% |
| Most important purchase driver | Leak-proof lid (34%), keeps drinks cold (29%), price (21%), app reminders (16%) |
| Most important purchase driver by segment | Runners: keeps drinks cold (38%), leak-proof lid (33%), price (17%), app reminders (12%); Office workers: leak-proof lid (39%), price (24%), keeps drinks cold (22%), app reminders (15%); Students: price (36%), leak-proof lid (28%), app reminders (20%), keeps drinks cold (16%) |
| Preferred buying channel | Online marketplace (44%), brand website (31%), sports store (25%) |
| Acceptable price range (most common) | – |
PulsePod’s draft concept sheet (used in interviews and the survey) included:
PulsePod’s investor asks for evidence that the product will meet real customer needs and that the marketing plan is based on reliable research.
Figure 1: PulsePod draft concept sheet
Figure 2: Summary of PulsePod survey results
State two purposes of market research for a company at PulsePod’s stage of product development.
Outline how PulsePod could use the Stage 2 survey findings to guide two design decisions for the product or service.
Outline two pieces of design guidance (requirements) PulsePod should apply when creating the questionnaire for Stage 2 to improve the quality of the data.
Explain how PulsePod could apply two different market research strategies to reduce uncertainty before investing in tooling and launch.
Discuss how PulsePod should interpret and use its market research to decide (i) a primary target segment and (ii) an initial marketing mix (product, price, place, promotion).
Which of the following is NOT a characteristic of a well-defined marketing specification?
When a business transitions from a product-oriented marketing mix (4 Ps) to a consumer-centric model (4 Cs), which element of the 4 Cs is the direct equivalent of 'Promotion'?
The Natural Brush, see Figure 1, is a toothbrush based on sustainable design. The handle is made from 100 % biodegradable bamboo and the bristles are made of Nylon 6 which the manufacturers claim is the most biodegradable nylon in the world.
Figure 1: The Natural Brush
[Photo by Sara Groblechner on Unsplash]
List two ways in which the Natural Brush is an example of sustainable design.
Outline how the Natural Brush can be seen as an example of ethical consumerism.
Outline one pricing consideration and how it would stimulate sales of the Natural Brush.
Explain how the Natural Brush balances material, health and usability considerations.
An innovative technology firm is developing a new high-performance electric scooter. The marketing team is currently focusing on the scooter’s regenerative braking system and a series of targeted digital advertisements aimed at urban commuters.
Which two marketing mix components are represented by these specific focus areas?