Topic 9 - Innovation and markets
Question 1
HLPaper 1The iameco D4R laptop is marketed as “the first truly environmentally-friendly laptop”. Iameco focussed on what the laptop is made from and how it is made in order to reduce energy consumption, encourage re-use and eliminate waste.
The goals in developing the laptop were:
- to achieve a decrease of at least 30 % in greenhouse gas (GHG) emissions
- to re-use and recycle at least 70 % of the waste
- to ensure a reduction of at least 75 % of fresh water utilization.
Iameco used market segmentation to identify target markets for their laptop.
Which of the following characteristics was most likely to be considered in the design and manufacture of the iameco laptop?
Question 2
HLPaper 1The use of newspapers, magazines, encyclopaedias and annual reports to conduct research is known as…
Question 3
HLPaper 1Figure 8 shows a range of sunscreen products from different manufacturers.
Figure 8: A range of sunscreen products
[Source: [3 sunscreen products] © International Baccalaureate Organization 2020.]
G&C were the first to launch their sunscreen onto the market in 2015 priced at US$2.99. Solis and Living Suncare launched their products in 2016 at the same price as G&C.
Which strategy of price setting best describes the one used by Solis and Living Suncare?
Question 4
HLPaper 3Figure 1 shows the original Dualit toaster. Built for commercial use, they have since wonnumerous consumer accolades and come in a range of variants, sizes and colours.
Identify two market research strategies that could have been used in the developmentof the Dualit toaster.
Outline the strategy used by Dualit by introducing the Dualit toaster in a range ofdifferent sizes and colours.
Compare just in time (JIT) and just in case (JIC) as strategies to produce theDualit toaster.
Question 5
HLPaper 3Tony’s Chocolonely are the chocolate makers on a mission to make all chocolate 100% slave free. They were founded by Teun Van De Keuken in 2003. Using their 5 Sourcing Principles, Tony’s is helping to enable farmers a living income, raising awareness of inequalities in the chocolate industry one bar at a time, see the logo in Figure 4.
Tony’s Chocolonely has a large product family that offers chocolate bars in a number of different flavours and in two different sizes (47g and 180g). The chocolate bars haveunequally divided chocolate pieces, see Figure 4.
Each year between October and December the company introduces three new limited edition chocolate bar flavours. The most popular of these three limited editions is then added to theirproduct range.
Figure 4: Text and images provided with permission from Tony’s Chocolonely.
Describe the corporate strategy that applies to the production of Tony’s Chocolonelychocolate bars between the months of October and December.
Outline one benefit to the company of creating a product family for the chocolate bars.
Outline one way that pressure groups may have influenced the development of theTony’s Chocolonely brand.
Explain how Tony’s Chocolonely have developed a brand identity for the chocolate barto support their mission.
Tony’s Chocolonely has made progress towards a sustainable approach.
Suggest one additional strategy Tony’s Chocolonely could use to promote each of thethree aspects of triple bottom line sustainability.
Question 6
HLPaper 1Figure 8 below shows a market research strategy.
Figure 8: A market research strategy
What is this strategy?
Question 7
HLPaper 1Which of the following corporate strategies presents the least risk for a company?
Question 8
HLPaper 1Which of the following are in the 4 Ps marketing mix?
I. Product
II. Packaging
III. Place
Question 9
HLPaper 3The Natural Brush, see Figure 2, is a toothbrush based on sustainable design. The handleis made from 100 % biodegradable bamboo and the bristles are made of Nylon 6 which themanufacturers claim is the most biodegradable nylon in the world.
Figure 2: The Natural Brush
[Photo by Sara Groblechner on Unsplash]
List two ways in which theNatural Brush is an example of sustainable design.
Outline how theNatural Brush can be seen as an example of ethical consumerism.
Outline one pricing consideration and how it would stimulate sales of theNatural Brush.
Explain how theNautral Brush balances material, health and usability considerations.
Question 10
HLPaper 1Product and Promotion are two factors of the four Ps involved in “Marketing mix”.
What are the other two Ps?
