Past Paper 1 - Unit 3 Questions

(a) What is meant by ‘customer loyalty’?

(b) Calculate the quantity of product Z sold in 2015.
(c) Explain the possible effect on EDGE if the prices of its products are reduced.
(d) Identify and explain two advantages to EDGE of developing new products.
(e) Explain two extension strategies that EDGE could use for product Z. Recommend which one of the two
strategies it should choose. Justify your answer. - May/June_2016_11

(a) What is meant by ‘marketing budget’?

(b) Calculate the value of F&G’s revenue in 2016.
(c) Identify and explain two benefits of market segmentation to F&G.
(d) Identify and explain two possible reasons why the amount F&G spends on marketing might not be cost
effective.
(e) Do you think F&G should close down all its shops and just use e-commerce? Justify your answer. -
May/June_2016_12

(b) What is meant by ‘primary market research’?

(c) Identify and explain two reasons why it is important for Luis to build customer relationships.
(d) Identify and explain two benefits to Luis’s business of using social networks for promotion. -
May/June_2016_13

(c) Identify and explain two possible pricing methods that Amelia might use.
(d) Identify and explain two reasons why packaging is important for YOGO’s products.
(e) Do you think Amelia’s business would benefit from primary market research? Justify your answer.
(e) Do you think that charging a higher price is the best way for DCP to increase profit? Justify your answer. -
Oct/Nov _2016_11

(a) What is meant by ‘marketing strategy’?

(b) What is meant by ‘penetration pricing’?
(c) Identify and explain two possible advantages to $LAND of advertising.
(d) Identify and explain one advantage and one disadvantage to $LAND of buying direct from manufacturers.
(e) Do you think that $LAND will be successful in other countries? Justify your answer. - Oct/Nov _2016_12

(a) What is meant by ‘mass market’?

(b) Calculate the percentage (%) of consumers who buy beauty products online.
(c) Identify and explain two possible reasons why GBU's market research might not be useful to the Marketing
Director.
(d) Identify and explain two advantages to GBU of using shops as a channel of distribution.
(e) Do you think maintaining customer loyalty should be more important to GBU than attracting new
customers? Justify your answer.
(b) What is meant by ‘cost of sales’?
(c) Identify and explain two ways Izaak could increase revenue. - Oct/Nov _2016_13

(c) Identify and explain two possible reasons why sales promotions might not have been successful for TXE.
(e) Do you think TXE should sell a wider range of products? Justify your answer.
(b) Identify two possible methods of primary market research that Ravi might have used. - Feb/Mar _2017_12

(c) Identify and explain two reasons why QCH might want to enter new markets.
(b) What is meant by a ‘focus group’.
(d) Identify and explain one advantage and one disadvantage to WSS of changing its brand image.
(e) Do you think WSS should use sponsorship or newspaper advertising as the main method of promotion?
Justify your answer. - May/June _2017_11
(a) What is meant by ‘market research’?
(d) Identify and explain two ways Cheung could increase revenue.
(e) Explain two ways LWM might respond to increased competition. Recommend which way LWM should
choose. Justify your answer.
(b) Identify two factors which might affect demand for Manisha’s products. - May/June _2017_12

(a) What is meant by ‘brand’?

(b) Identify two methods of pricing PCB could use for its mobile phones.
(c) Identify and explain two advantages to PCB of increasing the range of products it sells.
(c) Identify and explain two ways in which legal controls on marketing might affect C&P. - May/June
_2017_13

(d) Identify and explain one advantage and one disadvantage to Ella of using price skimming.
(e) Recommend which promotion option Ella should choose. Justify your answer using the information in Table
1.
(d) Identify and explain two reasons why a good reputation might be important to GDC. - Oct/Nov _2017_11

(b) Calculate the revenue gained from an average flight on route 2

(e) Do you think FlyAway should use only e-commerce? Justify your answer.
(a) Identify two reasons why markets can become more competitive. - Oct/Nov _2017_12

(a) What is meant by ‘marketing strategy’?

(d) Identify and explain one advantage and one disadvantage to BBT of using competitive pricing.
(e) Do you think BBT should stop selling product A? Justify your answer. - Oct/Nov _2017_13

(a) What is meant by ‘mass market’?

(b) What is meant by ‘price elastic demand’?
(e) Do you think STC should change its pricing strategy? Justify your answer.
(d) Identify and explain two ways MSH could promote its services. - Feb/Mar _2018_12

(a) What is meant by ‘market share’?

(b) Identify two aims of promotion.
(c) Identify and explain two methods of market research that GKA could use.
(e) Do you think GKA should change its pricing strategy as the business expands? Justify your answer. -
May/June _2018_11

(c) Identify and explain two reasons why using the right pricing method is important for Adele’s business.
(c) Identify and explain two benefits to JSF of market research.
(d) Identify and explain two advantages to DPC of using e-commerce. - May/June _2018_12

(d) Identify and explain one advantage and one disadvantage to Rosa’s business of using social networks for
promotion.
(e) Do you think ASZ should change its channel of distribution? Justify your answer.
(c) Identify and explain two reasons why maintaining customer loyalty is important to AUC. - May/June
_2018_13

(c) Identify and explain two factors that might affect the accuracy of FTT’s market research.
(e) Recommend an appropriate pricing method for FTT to use if it starts selling in other countries.
Justify your answer.
(d) Identify and explain one advantage and one disadvantage to BG of using social media networks
for promotion. - Oct/Nov _2018_12
(a) What is meant by ‘niche market’?
(b) Identify two advantages to SOLS (other than lower prices) of using a website to sell its products.
(d) Identify and explain one advantage and one disadvantage to SOLS of using cost plus pricing.
(a) What is meant by ‘brand name’? - Oct/Nov _2018_11

(b) Identify two possible reasons why customers’ spending patterns change.
(d) Identify and explain two benefits to GGB of developing new products.
(e) Do you think Buy One Get One Free (BOGOF) is the best method of sales promotion for GGB
to use for its new products? Justify your answer.
(c) Identify and explain two ways in which legal controls on marketing might affect Duckett.
(b) Identify two methods of secondary market research. - Oct/Nov _2018_13

(a) What is meant by ‘niche market’?

(d) Identify and explain one advantage and one disadvantage to Anna and James’s business of
asking customers to complete questionnaires.
(c) Identify and explain one advantage and one disadvantage to Sachin’s business of advertising
in a national newspaper.
(d) Identify and explain two advantages to Sachin’s business of selling to the mass market.
(a) Identify two methods of secondary market research. - Feb/Mar _2019_12

(d) Identify and explain two pricing methods Y2M could use.
(d) Identify and explain two reasons why segmenting the market might help BBB.
(e) Do you think that using leaflets is the best way for Kate to promote her products? Justify your
answer. - May/June _2019_11

(d) Identify and explain two methods of promotion PLK might use to increase sales.
(a) What is meant by ‘mass market’?
(c) Identify and explain two reasons why building good customer relationships might be important
to the success of George’s business. - May/June _2019_12

(a) What is meant by ‘wholesaler’?

(b) Calculate the revenue from selling direct to retailers in 2018.
(d) Identify and explain one advantage and one disadvantage to CYN of developing new products.
(e) CYN has decided to stop all marketing promotion for 6 months. Do you agree with this decision?
Justify your answer.
(b) Identify two advantages to a business of selling to a mass market. - May/June _2019_13