IB Design Technology Topic 9.3 Marketing Mix…

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:

Stage 1 (exploratory): 12 online interviews with runners, office workers and students.
Stage 2 (quantitative): a survey of 240 potential customers recruited through social media ads.

The survey results are summarised below.

(a) two purposes of market research for a company at PulsePod’s stage of product development.

(b) how PulsePod could use the Stage 2 survey findings to guide two design decisions for the product or service.

(c) two pieces of design guidance (requirements) PulsePod should when creating the questionnaire for Stage 2 to improve the quality of the data.

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'?

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?

A designer calculates the unit production costs for a new sustainable lamp as shown in the table below.

| Cost Component | Amount ( $) | | :--- | :--- | | Sustainable Materials |$ 32.00 $| | Assembly Labor |$ 28.00 $| | Factory Overheads |$ 15.00 $| To determine the final retail price, the designer applies a$ 25%$$ markup to the sum of these production costs. Which pricing approach is the designer using?

(d) how PulsePod could two different market research strategies to reduce uncertainty before investing in tooling and launch.

(e) how PulsePod should and use its market research to decide (i) a primary target segment and (ii) an initial marketing mix (product, price, place, promotion).

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)	$25$ – $35$

IB Design Technology 9.3 Marketing Mix Questionbank

IB Design Technology 9.3 Marketing Mix Questionbank

IB Design Technology 9.3 Marketing Mix Questionbank

IB Design Technology 9.3 Marketing Mix Questionbank

IB Design Technology (DT) Topic 9.3 Marketing Mix Questionbank