CAIE A-Level Business AS 3.3.1 Marketing Mix Elements

[Maximum number: 8]

Analyse two elements of the marketing mix that PS should consider when launching the new packaging.

Figure for Answer to Question CAIE A-Level Business AS 3.3.1 Marketing Mix Elements Questions question 1 — CAIE A-Level Business AS

Indicative content

Knowledge of elements of the marketing mix (max $2 \square^{\mathrm{k}} \mathrm{s}$ ), may include:

AO1 Knowledge and understanding

- Product

- Price

- Promotion

- Place (distribution channels)

1(c)

No further marks can be gained without knowledge and understanding.

AO2 Application

Max one ${ }^{\mathrm{NF}}$ application for the first element and a second ${ }^{\mathrm{AFB}}$ , application for the second element

- Product environmentally friendly

- Higher cost of production

- Used for packaging food

- Premium product

AO3 Analysis

Limited analysis - candidate shows one link in the chain of analysis.

Developed analysis - candidate shows two or more links in the chain.

- Product is environmentally friendly - could use in marketing and may allow a premium price

- Costlier to produce - likely to be higher priced than competitors

- Quality is an issue particularly as product is used with food

- May have an impact on sales of existing products and therefore their Marketing

Accept all valid responses.

Exemplars and annotations

CAIE A-Level Business AS 3.3.1 Marketing Mix Elements Questions question 1