EDEXCEL GCSE BUSINESS · PAPER 1
Exam Practice: The Marketing Mix
The marketing mix · Making the business effective · Lesson 3 of 4 · 13 marks · 25 minutes
Name Date
Answer all questions. Use the context of the business in the question where one is given.
Question 1 DEFINE [1 mark]
Define the term 'marketing mix'.
Question 2 STATE [1 mark]
State one element of the marketing mix.
Question 3 OUTLINE [2 marks]
Outline one way e-commerce has affected the place element of the marketing mix.
Question 4 EXPLAIN [3 marks]
Explain one way that digital communication can help a small business promote its products.
Question 5 ANALYSE [6 marks]
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SOURCE Kai runs a small shop selling handmade leather wallets and bags. His products are high quality and take many hours to make, but he prices them only slightly above mass-produced wallets in the high street. He promotes the shop with leaflets through local letterboxes. Most of his customers are young professionals aged 25 to 40, and sales are lower than he hoped. |
Analyse the importance to Kai of having an integrated marketing mix.
Answers
Check your answer only once you have written one.
Question 1 [1 mark]
The combination of product, price, promotion and place that a business uses to sell its product.
▸ The four Ps / product, price, promotion and place 1 mark
Question 2 [1 mark]
Promotion.
▸ Any one of: product; price; promotion; place 1 mark
Question 3 [2 marks]
Businesses can sell their products online (1), so customers can buy from anywhere at any time without visiting a shop (1).
▸ A way identified, e.g. selling online / reaching customers anywhere / no need for a shop 1 mark
▸ Developed: the effect on the business or its customers 1 mark
Question 4 [3 marks]
A small business can use social media to promote its products (1). Posting is free and paid adverts can be shown only to people of the right age, location and interests (1). This means the business reaches its target market for much less money than traditional advertising, which suits its small budget (1).
▸ A way identified, e.g. social media / email / website 1 mark
▸ First linked point of explanation 1 mark
▸ Second linked point of explanation 1 mark
Question 5 [6 marks]
Kai's product is high quality and handmade, but his price is only slightly above mass-produced wallets. This sends a mixed message: customers may doubt that the product is really special if it is priced like a cheaper one, and Kai earns too little on each item to cover the many hours it takes to make. If he raised his price to match the quality, his price and product would support each other and his profit per item would rise. His promotion also does not fit his target market. Young professionals aged 25 to 40 are more likely to see social media than leaflets through the door, so his leaflets may be reaching the wrong people. If Kai promoted his handmade quality online, where his target customers are, all four Ps would work together, which should increase his sales.
▸ AO2 (Application, 3 marks): uses the context - handmade leather, low price, leaflets, young professionals Level 1-3
▸ AO3a (Analysis, 3 marks): chains of reasoning showing why the four Ps must fit together Level 1-3