A budget airline adds wider seats, raises prices and promotes improved comfort. When is this integrated mix most likely to create competitive advantage?
When the target segment values comfort enough to pay more
When every passenger chooses only the lowest-priced flight available
When the wider seats reduce capacity without attracting extra demand
When promotion makes claims unrelated to the changed service
36 exam-style questions on Edexcel GCSE Business 2.2 Making marketing decisions, covering 2.2.1a The design mix, 2.2.1b The product life cycle, 2.2.1c Product differentiation, 2.2.2a Pricing strategies, 2.2.2b Influences on pricing strategies, 2.2.3a Promotion strategies for market segments, 2.2.3b The use of technology in promotion, 2.2.4 Place, 2.2.5a How marketing mix elements interact, and 2.2.5b The integrated marketing mix and competitive advantage. Each one has a worked solution and a mark scheme showing where the marks go.