EDEXCEL GCSE BUSINESS · PAPER 2
Exam Practice: Product
Product · Making marketing decisions · Lesson 1 of 5 · 11 marks · 20 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 'extension strategy'.
Question 2 STATE [1 mark]
State one element of the design mix.
Question 3 EXPLAIN [3 marks]
Explain one extension strategy a business could use for a product in decline.
Question 4 ANALYSE [6 marks]
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SOURCE TrailPro Ltd makes walking boots. Its boots are known for being extremely waterproof and hard-wearing, but customers say they look old-fashioned. Younger customers are buying stylish trainers from competitors instead. |
Analyse the importance to TrailPro Ltd of balancing the design mix.
Answers
Check your answer only once you have written one.
Question 1 [1 mark]
An action taken to extend the life of a product and delay its decline.
▸ Action to extend the product's life / delay decline 1 mark
Question 2 [1 mark]
Aesthetics.
▸ Any one of: function; aesthetics; cost 1 mark
Question 3 [3 marks]
It could add new features, such as a new flavour (1). This gives existing customers a reason to buy again and may attract new customers (1). As a result, sales rise again and the product lasts longer before it has to be withdrawn (1).
▸ An extension strategy identified 1 mark
▸ First linked point of explanation 1 mark
▸ Second linked point of explanation 1 mark
Question 4 [6 marks]
TrailPro's boots score highly on function, as they are waterproof and hard-wearing, which is why its existing customers trust them. But the design mix is unbalanced, because the boots are weak on aesthetics. Younger customers care about how their footwear looks, so they choose stylish competitors, which means TrailPro is losing a growing market segment. If TrailPro improved the aesthetics while keeping the function, it could appeal to younger customers without losing loyal walkers. However, redesigning the boots will add to cost, so it must keep costs under control to keep the price competitive, or its sales may not rise enough to cover the redesign.
▸ AO2 (Application, 3 marks): uses the context - waterproof boots, old-fashioned look, younger customers Level 1-3
▸ AO3a (Analysis, 3 marks): chains of reasoning about function, aesthetics and cost Level 1-3