EDEXCEL GCSE BUSINESS · PAPER 2
Exam Practice: Promotion
Promotion · Making marketing decisions · Lesson 3 of 5 · 15 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 'sponsorship'.
Question 2 OUTLINE [2 marks]
Outline one benefit to a business of using product trials.
Question 3 EXPLAIN [3 marks]
Explain one benefit to a business of using social media to promote its products.
Question 4 JUSTIFY [9 marks]
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SOURCE Riverside Garden Centres Ltd has five garden centres in the south of England. Most of its customers are aged over 50. It has £50,000 to spend on promotion. Option 1: Sponsor a gardening programme on local radio for a year. Option 2: Run a campaign of targeted social media adverts and influencer posts. |
Justify which one of these two options Riverside Garden Centres Ltd should choose.
Answers
Check your answer only once you have written one.
Question 1 [1 mark]
When a business pays to have its brand linked with an event, team or programme.
▸ Paying to be associated with an event / team / programme 1 mark
Question 2 [2 marks]
Customers can try the product for free before buying (1), so they are more confident it is good and more likely to buy it (1).
▸ A benefit identified 1 mark
▸ Developed 1 mark
Question 3 [3 marks]
Adverts can be targeted at the business's exact market segment (1). They are shown only to people of the right age, location and interests (1). This means less money is wasted on people who will not buy, so promotion is more cost-effective (1).
▸ A benefit identified, e.g. targeted / cheap / viral sharing / measurable 1 mark
▸ First linked point of explanation 1 mark
▸ Second linked point of explanation 1 mark
Question 4 [9 marks]
Option 1 suits Riverside's target market. Customers over 50 are more likely to listen to local radio, and a gardening programme reaches exactly the people interested in gardening in the south of England. Sponsorship would link the brand to expert gardening advice for a whole year. However, the business cannot easily measure how many sales it produces. Option 2 is precisely targeted and measurable, and could attract younger customers to widen its market. But most of its current customers are over 50, and they use social media less, so much of the budget may not reach them. On balance Riverside should choose Option 1, because it reaches its existing core customers in the right area, with a message about gardening they care about. However, this depends on the radio programme having enough local listeners to justify £50,000.
▸ AO2 (Application, 3 marks): uses the context - five centres, customers over 50, £50,000, the two options Level 1-3
▸ AO3a (Analysis, 3 marks): chains of reasoning about each option Level 1-3
▸ AO3b (Evaluation, 3 marks): a justified choice with a supported judgement Level 1-3