Topic 2: Marketing

6 dot points across 6 inquiry questions. Click any dot point for a focused answer with worked past exam questions where available.

How are ethical and legal expectations managed in marketing?

Ethical and legal aspects - consumer laws (deceptive and misleading advertising, price discrimination, implied conditions, warranties); ethical aspects of marketing - truth, accuracy, good taste in advertising; sex, religion, gender; products that may damage health

A focused answer to the HSC Business Studies dot point on the ethical and legal aspects of marketing. Australian Consumer Law (misleading conduct, false representations, warranties), the AANA Code of Ethics, and ethical concerns around health, gender and good taste, with worked Australian examples from Uber, Volkswagen, Bunnings and the ACCC.

11 min answer →

How do businesses adapt marketing strategies for global markets?

Marketing strategies - global marketing - global branding, standardisation, customisation, global pricing, competitive positioning

A focused answer to the HSC Business Studies dot point on global marketing strategies. Global branding, standardisation versus customisation, global pricing methods, and competitive positioning, with worked Australian examples from Cochlear, Atlassian, Bunnings, Aesop and Cotton On.

10 min answer →

What influences marketing decisions and how do customers make choices?

Factors influencing customer choice (psychological, sociocultural, economic, government); consumer laws (deceptive and misleading advertising, price discrimination, implied conditions, warranties); ethical aspects of marketing

A focused answer to the HSC Business Studies dot point on influences on marketing. The four factor groups influencing customer choice (psychological, sociocultural, economic, government), key Australian consumer laws (ACL on misleading conduct, deceptive advertising, implied conditions and warranties), and ethical marketing, with worked examples from Coles, the ACCC v Telstra and Aldi.

8 min answer →

How are product and price elements of the marketing mix used strategically?

Marketing strategies - market segmentation, product/service differentiation and positioning, products (branding and packaging), price (pricing methods - cost, market, competition-based; pricing strategies - skimming, penetration, loss leader, price points)

A focused answer to the HSC Business Studies dot point on the product and price elements of the marketing mix. Market segmentation, product positioning and differentiation, branding and packaging, and the major pricing methods and strategies, with worked Australian examples including Aldi, Apple Australia and the Tesla Model Y.

9 min answer →

How are promotion and place elements of the marketing mix used strategically?

Marketing strategies - promotion (elements of the promotional mix - advertising, personal selling and relationship marketing, sales promotions, publicity and public relations); place/distribution (channel choice including intermediaries, intensity, physical distribution); people, processes and physical evidence; e-marketing; global marketing

A focused answer to the HSC Business Studies dot point on promotion and place. The promotional mix (advertising, personal selling, sales promotions, publicity), channel choice and distribution intensity, the additional service-marketing 7Ps (people, processes, physical evidence), e-marketing and global marketing, with worked examples from Atlassian, ANZ Plus and Bunnings.

9 min answer →

What is the role of marketing in business and how is the marketing process structured?

The strategic role of marketing, production, selling and marketing approaches; the marketing process - situational analysis (SWOT, product life cycle), market research, establishing market objectives, identifying target markets, developing marketing strategies, implementation, monitoring and controlling

A focused answer to the HSC Business Studies dot point on the role of marketing and the marketing process. Strategic role, production/selling/marketing approaches, the seven-step marketing process (situational analysis, market research, objectives, target markets, strategies, implementation, monitoring), with worked examples from ANZ, Bunnings and Aesop.

9 min answer →