Marketing

Worked examples (6)

• 1Define 'primary research' (2 marks)
• 2Quantitative vs qualitative data (4 marks)
• 3Primary vs secondary research (6 marks)
• 4Explain why a new business should do market research (8 marks)
• 5Evaluation: rely on primary or secondary research? (12 marks)
• 6Evaluation: does market research always lead to good decisions? (12 marks)

Model answers (6)

• ✓Model answer — Paper 1, part (a) style
• ✓Model answer — Paper 1, part (b) style
• ✓Model answer — Paper 1 analysis style
• ✓Model answer — Paper 2, part (a) style — 8 marks (applied)
• ✓Model answer — Paper 2, part (b) style — 12 marks, 'Justify your answer'
• ✓Model answer — Paper 2, part (b) style — 12 marks, 'Justify your answer'

Worked examples (6)

• 1Define 'niche market' (2 marks)
• 2Explain methods of market segmentation (4 marks)
• 3Mass vs niche markets (6 marks)
• 4Explain how a business can respond to competition (8 marks)
• 5Evaluation: target a mass market or a niche market? (12 marks)
• 6Evaluation: is segmentation the most important marketing factor? (12 marks)

Model answers (6)

• ✓Model answer — Paper 1, part (a) style
• ✓Model answer — Paper 1, part (b) style
• ✓Model answer — Paper 1 analysis style
• ✓Model answer — Paper 2, part (a) style — 8 marks (applied)
• ✓Model answer — Paper 2, part (b) style — 12 marks, 'Justify your answer'
• ✓Model answer — Paper 2, part (b) style — 12 marks, 'Justify your answer'

Worked examples (6)

• 1Define 'e-commerce' (2 marks)
• 2Explain methods of promotion (4 marks)
• 3Channels of distribution (6 marks)
• 4Explain opportunities of e-commerce, applied (8 marks)
• 5Evaluation: sell directly online or through retailers? (12 marks)
• 6Evaluation: is social media the most cost-effective promotion? (12 marks)

Model answers (6)

• ✓Model answer — Paper 1, part (a) style
• ✓Model answer — Paper 1, part (b) style
• ✓Model answer — Paper 1 analysis style
• ✓Model answer — Paper 2, part (a) style — 8 marks (applied)
• ✓Model answer — Paper 2, part (b) style — 12 marks, 'Justify your answer'
• ✓Model answer — Paper 2, part (b) style — 12 marks, 'Justify your answer'

Worked examples (6)

• 1Define 'penetration pricing' (2 marks)
• 2Explain stages of the product life cycle (4 marks)
• 3Calculate a cost-plus price (6 marks)
• 4Explain extension strategies, applied (8 marks)
• 5Evaluation: skimming or penetration for a new smartphone? (12 marks)
• 6Evaluation: is a strong brand the most important part of marketing? (12 marks)

Model answers (6)

• ✓Model answer — Paper 1, part (a) style
• ✓Model answer — Paper 1, part (b) style
• ✓Model answer — Paper 1 analysis style
• ✓Model answer — Paper 2, part (a) style — 8 marks (applied)
• ✓Model answer — Paper 2, part (b) style — 12 marks, 'Justify your answer'
• ✓Model answer — Paper 2, part (b) style — 12 marks, 'Justify your answer'

Worked examples (6)

• 1Define 'marketing strategy' (2 marks)
• 2Explain problems of entering a foreign market (4 marks)
• 3Issues when marketing in a new country (6 marks)
• 4Explain ways to overcome foreign-market problems (8 marks)
• 5Evaluation: is a joint venture the best way to enter a foreign market? (12 marks)
• 6Evaluation: are legal controls on marketing good for business? (12 marks)

Model answers (6)

• ✓Model answer — Paper 1, part (a) style
• ✓Model answer — Paper 1, part (b) style
• ✓Model answer — Paper 1 analysis style
• ✓Model answer — Paper 2, part (a) style — 8 marks (applied)
• ✓Model answer — Paper 2, part (b) style — 12 marks, 'Justify your answer'
• ✓Model answer — Paper 2, part (b) style — 12 marks, 'Justify your answer'