AS Business Studies Revision: Marketing Past Year Essay (2015-2016) and Definition Questions

Following are some concepts that can appear in the questions asking for definition in the exam.  Please make effort to look for the definitions of these following concepts.   It is highly recommended that you do not look at a single source of reference to find the definition but to make reference to at least two so you can do a comparison and appreciate how the definition of a single concept can be expressed differently. 

As additional, it is good to know how you can define the below concepts as sometimes you can give definition as an introduction to certain essay question involved those concepts.

Market segmentation
Unique selling point
4Cs
Niche market
Portfolio analysis
Customer-orientated marketing
Product-orientated marketing

Secondary market research
Primary market research
Focus group

Above-the-line promotion
Below-the-line promotion
Point-of-sales promotion
Rebate

Demographic segmentation
Geographic segmentation
Psychographic segmentation
Behavioural segmentation

Target market
Market positioning

Brand

Skimming pricing
Penetrative pricing
Cost-based pricing
Psychological pricing
Dynamic pricing
Discriminatory pricing
Elasticity of demand

Probability sampling
Non-probability sampling
Random sampling
Stratified sampling
Quota sampling

Customer loyalty
Customer retention

For your further knowledge: To know the difference between target market and target audience, click here.  In A-Level exam, often these two terms are used interchangeably and examiners are not very particular on which you despite the small difference.

PAPER 1 MARKETING ESSAY QUESTIONS

Comment: From my analysis of the 2015 and 2016 past year papers, almost each seating have a marketing essay question with the exception of 1 (i.e 9609/13/M/J/16).  As you look through the questions, it appears that all of them will require students to exhibit their understand of their marketing learning to apply the concepts and theories into certain specific contexts. As often, questions that are 12 and 20 marks will call for EVALUATION which require students to be able to look at the advantages and disadvantages or the usefulness and limitations certain marketing practice or application of theories and concepts.

Those with 20 marks are often quite challenging but it will be rewarding if students can answer them well.  Usually, questions of 20 marks will often reward students with some creative answer who are able to look at the issue(s) stated in the questions from various perspectives.

1. (a) a Analyse the benefits to a business of product portfolio analysis. (8 marks) [9609/11/O/N/16]

1. (b) Discuss the importance of branding in he promotion of a soft drinks product. (12 marks) [9609/11/O/N/16]

2. (a) Analyse, using examples, why packaging could be important in marketing mix. (8 marks)[9609/12/O/N/16]

2. (b) Discuss factors that could determine the success of a business that has decided to set up an online shop to sell beauty products. (12 mark) [9609/12/O/N/16] Click here for a sample answer.

3. Discuss how a large national fast food retailer could develop effective marketing during a period of economic recession. (20 marks) [9609/13/O/N/16]

4. (a) Analyse how a business might use price elasticity of demand of demand for pricing decisions. (8 marks) [9609/11/M/J/16]

4. (b) Discuss the best ways a car manufacturer could use the marketing mix to increase its share o for the market. (12 marks) [9609/11/M/J/16]

5. 'The 4Cs marketing model is more useful for a retail business than the 4Ps marketing model.'  Do you agree with this statement? Justify your view. (20 marks) [9609/12/M/J/16]

6. (a) Explain the importance of primary market research to a new business. (8 marks) [9609/11/O/N/15]

6. (b) Discuss how a business could make sure that its market research expenditure is cost effective. (12 marks) [9609/11/O/N/15]

7. Discuss the view that while market research can be very beneficial for a business it can also have serious limitations. (20 marks) [9609/12/O/N/15]

8. (a) Explain the importance of a USP (unique selling point) to the marketing of a product or service. (8 marks) [9609/13/O/N/15]

8. (b) Discuss ways in which poor customer relations could be improved in a large retail business. (12 marks) [9609/13/O/N/15]

9. (a) Explain the differences between niche marketing and mass marketing. (8 marks) [9609/11/M/J/15]

9. (b) Discuss the view that marketing is only about the advertising and selling of products and services. (12 marks) [9609/11/M/J/15]

10. Discuss the view that product differentiation is the most important activity of the marketing department of a motor car manufacturer. (20 marks) [9609/12/O/N/15]

11. (a) Explain, with examples, the difference between 'above the line' and 'below the line' methods of promotion. (8 marks) [9609/13/O/N/15]

11. (b) Discuss the importance of branding for effective product promotion. (12 marks) [9609/13/O/N/15]