CAIE A-Level Business AS 3.3.1 Marketing Mix Elements Questions

2 marks for □

2 marks for □

2 marks for □

6 marks for □

Indicative content

Responses may include:

AO1 Knowledge and understanding - 2 marks for developed knowledge and understanding L2 . 1 mark for limited knowledge and understanding L1 ${ }^{\kappa}$

- elements of the marketing mix

- specific understanding of promotion

AO2 Application - 2 marks for developed application L2 1 mark for limited application L1

- role/activities of parcel delivery business e.g. delivering on time

- named business e.g. Amazon, DHL, DPD, Parcelforce, may be a small business

AO3 Analysis - 2 marks for developed analysis L2 ${ }^{\text {\# } 1 \text { mark for limited analysis L1 }} 1$ №

- could be B2B or B2C, which affects type of promotion chosen to create more awareness of the business and more sales

- could be B2B or B2C, which affects which element(s) of MM are most effective

- could look at the benefits and limitations of all elements of MM which could lead to success of the business

- may choose to compare those elements of the MM considered to be more applicable to this type of business e.g. price or promotion but can discuss product and place

5(b)

- different types of promotion (or any element of the MM ) can be carried out at different stages of the product life cycle

- this is a service rather than a good therefore this could affect the choice of promotion type or element of MM

- this may be an international business and size may play a role in achieving success

- candidates may focus on the different types of promotion rather than other parts of the MM , which is a valid response AO4 Evaluation - 6 marks for EVAL

A judgment/conclusion is made as to whether promotion is the most important element of the marketing mix for the success of a parcel delivery business.

These judgements/conclusions may be made at any point in the essay, not only in a concluding section.

- what would be classed as success for this type of business?

- would success be increasing number of sales, value of sales, market share?

- how important is promotion for this type of business? Would it matter whether the delivery is B2B or B2C?

- is the delivery business irrelevant to the product that is contained within the parcel?

- what is most important regarding delivery to the customer? Speed, cost, quality of service, security, protection?

- which elements of the MM can effectively be used? Candidates may find it difficult to apply all aspects of the MM but it can be done. This could be a differentiating factor in this evaluation.

- the choice of the type of promotion or element of the MM may depend on how well known the business already is and what its objectives are.

Accept all valid responses.