Name & Register No.

Class:

____________________________________________( ) Sec ___________

BEDOK VIEW SECONDARY SCHOOL

END OF YEAR EXAMINATIONS 2011

7089/01
11 October 2011 [Tuesday]
0750-0920 [1h 30 minutes]

SECONDARY THREE NORMAL TECHNICAL

ELEMENTS OF BUSINESS SKILLS
Paper 1
Candidates answer on the Question Paper.
No additional materials required.
______________________________________________________________________________________________________________

READ THESE INSTRUCTIONS FIRST

Write your class, index number and name on all the work you hand in.
Write in dark blue or black pen on both sides of the paper.
Do not use staples, paper clips, glue or correction fluid.
The number of marks is given in brackets [ ] at the end of each question or part question.

For Examiner’s Use

MARKS 100

Setter: Ms Norfarizan
____________________________________________________________________________
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This examination booklet consists of [ 17 ] printed pages, including this cover page.
Do not turn over the page until you are told to do so.
Section A
Answer all questions in the blanks provided.

1a) Priceline Hypermarket just opened an outlet at Bedok Central. In order to attract customers,
the management of Priceline Hypermarket is trying to build its store image through the
following methods.

Store Layout Product Selection Display fixtures

Presentation of Products Customer Service Store Design

For each of the following methods, identify which store image method which Priceline
Hypermarket is working on.

Description Method
Offers an extensive range of Samsung electrical
i)
appliances.

Products are arranged neatly and attractively on

ii)
suitable shelves and hang-bars.

iii) Provides delivery services for customers.

Shop floor is divided into rows, aisles and sections.

iv) Specific products are placed at specific areas of the
shop floor.

During festive seasons such as Christmas,

v) decorations related to the festivities are placed all
around the store.
[5]

b) Which of the following statements about hypermarkets are TRUE and which are FALSE?
In each case, write TRUE or FALSE in the space provided.

i) Hypermarkets are large, self-service stores.

ii) Hypermarkets are located at petrol stations and in neighbourhood

areas.

iii) Hypermarkets are shops in three or more floors.

iv) Hypermarkets are open 24hours a day.

v) Hypermarkets offer competitive prices. [5]

 3

[Total: 10 marks]
2a) The ceiling, flooring and walls form the interior of the store. Below shows two wall designs.
Indicate which is most suitable for a boutique. Give a reason to support your answer.

Design A Design B

The most suitable wall design is:

Reason:

[2]
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[Total : 2 marks]
2b) The following shows a layout of a bookstore in Tampines Mall. The numbers show the
locations where you can display your products. You are given the responsibility of placing
the products so that the space is well utilized.

8
3 5
7
2

1
6 4

Entrance

Which location would you chose to display the following products? Give a reason for your
answer.

i) Newly arrived books

Location chosen:

Reason:

[2]

ii) Cashier

Location chosen:

Reason:

[2]
 5

[Total: 4 marks]
3a) Look at the window display below and answer the following questions.

i) What kind of customers do you think the store is trying to attract?

[1]

ii) Do you think the retailer will be successful in attracting customers? Explain your answer.

[2]

iii) Explain the purpose of a display window.

[2]

iv) Suggest one way you could improve on this display window.
[1]

b) The exterior of the store comprises the window display and two other components. Fill the
blanks with the correct answer.

i) Store s _ _ _ _ _ _
 6
ii) E_ _ _ _ _ _ _ [2]
[Total: 8 marks]
4a)

Fig. 1

Fig. 1 shows the different fixtures that a retail shop would have to display their products.
Name any three fixtures shown in Fig. 1.

i)
ii)
iii) [3]

b) What kind of retail shop requires the fixtures in Fig. 1?

[1]

c) Why do small and expensive products such as thumb drives and memory cards come in large
packaging?

[1]

d) Look at the picture below. Name three products that are usually displayed in this type of
fixture.

Fig. 2 Glass Display Counter

i)
ii)
iii) [3]
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[Total: 8 marks]
5a) The following are operations at the Marina Bay Sands Hotel. Classify them into ‘Front-of-the-
House’ or ‘Back-of-the-House’ functions.

Concierge Chambermaid Valet Marketing

Bell Staff Waiter Front Desk Officer Security Guard

Front-of-the-house Back-of-the-house

[4]

b) The following workers have been employed to run the Marina Bay Sands Hotel.
Fill in the blanks with the most suitable job title for each of the following categories. Use the list
of occupations given for Question 3(a) to answer the questions.

i) James parks the guests’ cars for them when they arrive at the hotel.

He is the

ii) Amanda changes the towels, vacuums and makes the bed in every room in the hotel.

She is the

iii) Kevin works in the restaurant in the hotel and ensures that the customers enjoy their meals.

He is the

iv) Raja patrols the hotel area and ensures the safety of the guests.

He is the

v) Renie is in charge of the check-in and check-out of the guests that stay in the hotel.

She is the

vi) Shah leads the guests to their room and helps carry their luggage.

He is the [6]
 8

[Total: 10 marks]
6a) A boutique hotel is just one example of the different types of accommodation available in
Singapore. Identify the correct type of accommodation for each of the description below.

Motels Resorts Serviced Apartments

Guesthouse Hostel Deluxe Hotel

Type of
Description
Accommodation
Furnished like a normal home but with hotel style
i) facilities. Business travellers with families staying for a
longer period of time would prefer to stay here.

Tired motorists can park their vehicles located outside or

ii) near their rooms to rest for the night before continuing
their journey.

Usually privately owned and the guests are provided

iii)
with a simple meal such as breakfast.

Dormitory style with a mix of twin-sharing, triple-sharing

iv)
and quad-sharing rooms. Common toilet and bathroom

Full range of amenities from toiletries and hair dryers to

v) private jacuzzis. Have restaurants, shops and
recreational facilities. Located away from the city centre.
[5]

b) Why are there no motels in Singapore?

[1]

c) List one similarity and one difference between a 5-star hotel and a budget hotel.
Similarity:
[1]

Difference: [1]

d) Jennifer, Meina and Rina are going for a 2-week holiday to Japan. They will be staying in
hostels. Explain why they would rather stay in a hostel than a hotel?
 9

[2]
[Total : 10 marks]
7) Mr Smith, Mrs Smith and their three children are visiting Singapore from Canada.
They have found information on the internet about walking tours available in Singapore.
They have decided to go on the following walking tour:

EXPERIENCE TRADITION, CULTURE AND FOOD AT THE

ISTANA KAMPUNG GLAM
Wednesdays 1030h to 1430h

Adults $35 Children $15

Go back in time to experience the sights, sounds and flavours of traditional

Malay culture. Learn the art of batik painting, play traditional games and
experience the flavours of Malay food.

Shop for souvenirs, batik fabric and much more. Visit the oldest mosque in
Singapore and take a walk back in time when the first Arab traders first settled
along Bussorah and Arab Street. Meeting point for all tour participants will be at the
lobby of Golden Landmark Hotel.
Nearest MRT station: BUGIS MRT

Contact us at : walkingtours@singaporetourism.com.sg
Telephone number : 98765432

BOOK NOW! LIMITED PLACES PER TOUR!

Fig. 3

Use the information in Fig. 2 to help you to answer the following questions.

i) How long does the walking tour last?

[1]

ii) Name one attraction mentioned in the above flyer.

[1]

iii) How much would it cost the Smith family if all of them decide to go for this tour?

[1]

iv) Where is the meeting point for the walking tour?

 10

[1]
[Total: 4 marks]
8a) Below is a list of statements that describes marketing. In each case, write “TRUE” or
“FALSE” in the space provided.

Description TRUE / FALSE

A product can be physical merchandise, a service, or a
i)
combination of both.
The 3Cs to consider when deciding on the right price are
ii)
Costs, Competitors’ prices, and Customer’s Income.
Optional –product pricing is when you give free samples
iii)
with purchase of a product.
The purpose of advertising is to entertain viewers in
iv)
between television shows.
Promoting a product will help influence customers’
v)
decision to buy.
Unique product packaging promotes brand image and
vi)
creates instant recognition. [6]

b) The marketing department sets the price for their products. Explain why the marketing
department will consider the following when deciding the price of their products.

i) Costs of producing the product.

[1]

ii) Prices charged by competitors.

[1]

c) There are several types of pricing techniques available that companies use to price their
products. Product bundle pricing, optional-product pricing and odd-even pricing are just
some of the techniques used.

“A 32 inch LCD television priced at $1099 went for $549 while a 9kg capacity washing
machine had its price slashed to $399 from $569.”

i) What type of pricing technique is used here?

[1]

ii) Explain what is meant by product bundle pricing.

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[1]

[Total: 10 marks]
9b) You work for Frasier Market Research Company. Companies engage your services to help
them conduct surveys from their customers so as to improve on their marketing plans.

Name two ways that your company could carry out a market survey?

i) [1]

ii) [1]

c) The following questions have been written for a questionnaire for the Duck & Hippo Tours
company. They are not very good questions. Rewrite the questions to improve them.

You got enjoy the Duck and Hippo Tours or not?

i)

[1]

Is the Duck & Hippo Tours cheap or expensive?

ii)

[1]
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[Total : 4 marks]
d) The data below shows the data you received from the following question:

“Which part of the Duck & Hippo Tours experience did you enjoy most?”

Informative tours of Singapore 65%

Duration of tour 17%
Interesting land and water tour 14%
Open air vehicle 4%

Total number of people surveyed: 200

From the data given above, calculate how many people:

Found the Duck & Hippo Tours informative?

i)

Enjoyed the open air vehicle?

ii) [2]

e) Name two ways of displaying data collected from a survey.

i)

ii) [2]
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[Total: 4 marks]
10) Below shows the tour brochures promoted by the Turkish Airlines for all the transit
passengers travelling on Turkish Airlines.

Free Istanbul sightseeing tour for all our transit passengers

Dear Passenger,

If the waiting time between your connecting flights in Istanbul allows, please visit our hotel desk.
During the tour, you will visit the historical sights of a city that has hosted major civilizations of the
world. After you arrive at Istanbul Atatürk Airport, you will be picked up by a private guide and you will
spend fantastic hours filled with historical beauties of our city.

Hotel Desk: +90 212 463 63 63 / ext. 12426-15532

Tour Istanbul : +90 212 463 63 63 / ext. 11879
E-Mail: touristanbul@thy.com
* Lunch is not included in the tour.
 14
On Mondays: On Wednesdays:
09:00 - 10:00 Caria 09:00 - 10:30 Turkish Islam
Museum Works Museum
10:30 - 11:30 Hippodrome 10:30 - 12:00 Archaelogy
Square Museum
12:00 - 13:30 Lunch* time 12:00 - 13:00 Lunch* time
13:30 - 16:30 Topkapi 13:00 - 15:30 Topkapi Palace
Palace 15:30 - 16:30 Hagia Sophia
16:30 – 17:30 Museum
Sultanahmet Mosque 16:30 - 17:30 Sultanahmet
17:30 Back to the Mosque
airport. 17:30 - 18:00 Hippodrome
Square
18:00 Back to the airport.
For other days:
09:00 - 10:30 Caria Museum
11:00 - 12:00 Archaelogy
Museum
12:00 - 13:00 Lunch* time
13:00 - 15:30 Topkapi Palace
15:30 - 16:30 Hagia Sophia
Museum
16:30 - 17:30 Sultanahmet
Mosque
17:30 - 18:00 Hippodrome
Square
18:00 Back to the airport

11a) Which type of tourist is the itinerary planned for?

[1]

b) Which city is the itinerary planned for?

[1]

c) What kind of advertising technique is this?

[1]

d) How much does each tourist have to pay for the tour?

[1]

e) What are the attractions that the tourists will be visiting if they travel on Wednesday?

i)

ii)

iii)

iv) [2]

f) Where can the tourists find more information? Write down the website URL.
[1]

g) You have learnt that there are different categories of tourist attractions, namely, Heritage
Attractions, Commercial Attractions and Live Entertainment. Which type of category does
this tour itinerary fall under?
[1]
 15

h) An important part of a tour guide is to be able to communicate with the tourists effectively.

i) Why is it important for a tour guide to be able to speak English well?

[2]

ii) What kind of problems can happen if the tourists cannot understand you?

[2]

j) Explain why the following characteristic is important if you are a tour guide.

cheerful

[2]
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[Total : 14 marks]
12a) The following are 5 different types of promotional techniques.

Sales Promotion Advertising Personal Selling

Direct Marketing Public Relations

Given are some scenarios of promotion.

State the most suitable promotion technique for each scenario and explain your choice.

i) An insurance agent is convincing a potential customer to buy an insurance policy, which

involves one-to one attention.

Chosen promotional technique:

Reason for choice:

[2]

ii) Shell Fuel Station sends out and SMS every month to its customers to inform them about the
promotions and petrol discounts.

Chosen promotional technique:

Reason for choice:

[2]

iii) H&M wants to communicate with the public and wants to create attention and excitement
towards its new opening in Singapore.

Chosen promotional technique:

Reason for choice:

 17

[2]

b) The AIDA model can be used as a guide to create effective advertisements.

The first step is to get the Attention of target customers.

State two things you can do to make your advertisement stand out and grab the attention of
your target customers.

i)

ii) [2]

[Total : 8 marks]
13a) Look at the advertisement below. Give two reasons why you think that is an effective
advertisement.

i)

ii) [2]
 18
b) The Internet is a popular way for businesses to advertise and promote their products and
services. Some popular ways of advertising on the Internet are banner advertisements and
pop-up advertisements.

Name two other ways of advertising on the Internet.

i)

ii) [2]

[Total: 4 marks]

END OF PAPER