5.1.7

Marketing Influences

Test yourself on Marketing Influences

Test your knowledge with free interactive questions on Seneca — used by over 10 million students.

Marketing Influence

As well as using adverts, supermarkets use the following techniques to encourage people to purchase their products:

Special offers

Special offers

  • Offers persuade people to purchase products that they might not have bought otherwise.
  • People are attracted to special offers because they think they're getting a good deal.
  • Common special offers include:
    • Price cut - '50% off' or 'save £3.00'.
    • BOGOF (buy one get one free) or variations of this.
    • Multiple products for a set price - '3 for £10'.
    • Meal deal.
    • 'Dine in 2 for £10'.
Loyalty cards

Loyalty cards

  • E.g. Nectar or myWaitrose.
  • Through these schemes, supermarkets can store data on buyers' preferences and send targeted offers.
Point of sale marketing

Point of sale marketing

  • Items are deliberately placed near the till to try to encourage shoppers to buy them last minute.
  • Common items include magazines, lottery tickets, chewing gum and sweets.

Media Influences and Advertising

Companies may highlight the health benefits of consuming their products or their ethical values in order to appeal to wider audiences. Teaming up with celebrities or big brands will help get their name out to wider audiences.

Endorsements

Endorsements

  • Celebrity endorsements (e.g. by famous chefs) can help to promote sales.
  • Food companies and brands can team up to target certain ages.
    • E.g. Disney for young children.
  • Food companies can also sponsor individuals, such as sports personalities, or sporting events. Their name gets displayed on banners, kit and other things, which helps them to reach a wider audience.
    • E.g. Robinsons sponsoring Wimbledon.
Health benefits

Health benefits

  • Food companies want to market the health benefits of their products. These may include:
    • '1 of your 5 a day'.
    • 'High in fibre'.
  • Food companies may promote a low fat/sugar alternative to one of their products (e.g. Coca-Cola Zero).
  • Food companies may highlight that a product contains natural ingredients to appeal to health-conscious buyers.
Highlight ethical values

Highlight ethical values

  • Joining initiatives like Fairtrade may help food companies to attract more customers. They may have to spend more on food production, but they can charge more for their products.
  • Companies may want to advertise that they're environmentally aware by stating that packing is made from recyclable/biodegradable materials.
  • Companies may choose to roll out organic food ranges to appeal to certain customers.
  • Buzzwords like 'natural', 'organic', 'green' and 'fresh' are often chosen to market the product as natural (even if it contains lots of chemicals).
Jump to other topics
1

Food Preparation Skills

1.1

Food Preparation Skills

1.1.1General Practical Skills1.1.2Knife Skills1.1.3Preparing Fruit, Vegetables & Using Equipment1.1.4Cooking Methods: Prepare, Shape & Combine1.1.5Sauce Making, Tenderising & Marinating1.1.6Dough & Pastry1.1.7Shaping & Finishing Dough1.1.8Raising Agents & Mixtures1.1.9End of Topic Test - Food Preparation Skills 1
2

Food, Nutrition & Health

2.1

Macronutrients

2.1.1Proteins2.1.2Proteins 22.1.3Fats2.1.4Carbohydrates2.1.5Carbohydrates 2
2.2

Micronutrients

2.2.1Fat-Soluble Vitamins2.2.2Water-Soluble Vitamins2.2.3Minerals & Water2.2.4Minerals & Water 22.2.5End of Topic Test - Macro & Micronutrients
2.3

Nutritional Needs & Health

2.3.1Informed Choices for a Balanced Diet2.3.2Informed Choices for a Balanced Diet 22.3.3Energy Needs2.3.4Nutritional Analysis2.3.5Diet Modifications2.3.6Diet-Related Problems2.3.7Diet-Related Problems 22.3.8End of Topic Test - Nutritional Needs & Health
3

Food Science

3.1

Cooking of Food & Heat Transfer

3.1.1Reasons for Cooking & Heat Transfer3.1.2Water-Based Cooking Methods3.1.3Fat-Based Cooking Methods3.1.4Dry Cooking Methods3.1.5Dry Cooking Methods 2
3.2

Functional & Chemical Properties of Food

3.2.1Proteins & Carbohydrates3.2.2Fats & Oils3.2.3Raising Agents3.2.4End of Topic Test - Food Science
4

Food Safety

4.1

Food Spoilage & Contamination

4.1.1Microorganisms & Signs of Food Spoilage4.1.2Enzymes & Signs of Food Spoilage4.1.3Food Poisoning4.1.4Bacterial Contamination4.1.5Microorganisms in Food Production
4.2

Principles of Food Safety

4.2.1Temperature Control4.2.2Ambient Foods & Food Labels4.2.3Preparing, Cooking & Serving Food4.2.4End of Topic Test - Food Safety
5

Food Choice

5.1

Factors Affecting Food Choice

5.1.1Factors Which Influence Food Choice5.1.2Food Choices5.1.3Religious Food Choices5.1.4Food Labels5.1.5Mandatory Food Labels5.1.6Optional Food Labels5.1.7Marketing Influences5.1.8End of Topic Test - Food Choice
5.2

British & International Cuisines

5.2.1British Cuisine5.2.2Japanese Cuisine5.2.3Japanese Ingredients & Dishes5.2.4Spanish Cuisine5.2.5Spanish Ingredients & Dishes
5.3

Sensory Evaluation

5.3.1Taste Receptors & Olfactory Systems5.3.2Sensory Testing Methods5.3.3Sensory Testing Methods 25.3.4End of Topic Test - Cuisines & Senses
6

Food Provenance

6.1

Environmental Impact & Sustainability of Food

6.1.1Food Sources - Intensive & Organic Farming6.1.2Food Sources - Genetically Modified Crops6.1.3Food Sources - Reared Food6.1.4Food Sources - Caught Food6.1.5Food & The Environment6.1.6Food & The Environment 26.1.7Sustainability of Food6.1.8Sustainability of Food 26.1.9End of Topic Test - Environmental Impacts
6.2

Food Processing & Production

6.2.1Primary Food Processing6.2.2Primary Food Processing 26.2.3Secondary Food Processing6.2.4Fortification6.2.5Additives6.2.6End of Topic Test - Food Processing & Production

Practice questions on Marketing Influences

Can you answer these? Test yourself with free interactive practice on Seneca — used by over 10 million students.

  1. 1
    What is it called when items are deliberately placed near the till to try to encourage shoppers to buy them last minute?Multiple choice
  2. 2
    Examples of food companies highlighting their ethical values:Fill in the list
  3. 3
    Examples of food companies working with brands and celebrities:Fill in the list
  4. 4
    Examples of marketing the health benefits of foods:True / false
Answer all questions on Marketing Influences

Unlock your full potential with Seneca Premium

  • Unlimited access to 10,000+ open-ended exam questions

  • Mini-mock exams based on your study history

  • Unlock 800+ premium courses & e-books

Get started with Seneca Premium

Optional Food Labels

End of Topic Test - Food Choice