BTEC Business Unit 9 Past Paper PDF June 2016
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2016
Pearson BTEC
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Summary
This is a past paper for Pearson BTEC Level 1/Level 2 First Certificate in Business, Unit 9: Principles of Marketing, from May 2016. The paper includes questions and sections for analysis of marketing, situational analysis, and market research. It is intended for use in conjunction with study material on marketing, businesses, and business practices.
Full Transcript
Write your name here Surname Other names Centre Number Learner Registration Number Pearson BTEC Leve...
Write your name here Surname Other names Centre Number Learner Registration Number Pearson BTEC Level 1/Level 2 First Certificate Business Unit 9: Principles of Marketing Wednesday 18 May 2016 – Morning Paper Reference Time: 1 hour 30 minutes 21325E You do not need any other materials. Total Marks Instructions Use black ink or ball-point pen. Fill in the boxes at the top of this page with your name, centre number and learner registration number. Answer allthequestions. Answer – there may bequestions in the spaces provided more space than you need. Information The total mark for this paper is 50. T–heusemarks for each question are shown in brackets this as a guide as to how much time to spend on each question. Advice Read each question carefully before you start to answer it. Checkanswer Try to every question. your answers if you have time at the end. Turn over P46624A ©2016 Pearson Education Ltd. *P46624A0112* 1/1/1/1 SECTION A Answer ALL questions. 1 SWOT is a form of situational analysis. State the missing word from the list below. (i) Strengths (ii) Weaknesses (iii).............................................................. (iv) Threats (Total for Question 1 = 1 mark) 2 Supermarkets sell food to their customers. State what type of goods food is..................................................................................................................................................................................................................................................................................... (Total for Question 2 = 1 mark) 3 Give one method of collecting market research data..................................................................................................................................................................................................................................................................................... (Total for Question 3 = 1 mark) 4 State two purposes of market research. 1.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 2.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... (Total for Question 4 = 2 marks) 2 *P46624A0212* 5 OPUS manufactures trainers and sportswear. OPUS targets its products at a mass market. (a) Outline what is meant by the term ‘mass market’. (2).................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................. (b) OPUS uses a number of distribution channels. Outline what is meant by the term ‘distribution channel’. (2).................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................. (c) When OPUS launches a new product, it uses a ‘cost plus’ pricing strategy. Explain two reasons why OPUS might use ‘cost plus’ pricing for a new product. (4) 1.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................. 2................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................ 3 *P46624A0312* Turn over (d) OPUS would like to expand its business to increase its market share. In order to understand the external factors that can have an impact on the business, OPUS carries out a PESTLE analysis. Discuss how PESTLE factors could impact on OPUS as the business expands. (8).....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................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*P46624A0412*.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... (Total for Question 5 = 16 marks) TOTAL FOR SECTION A = 21 MARKS 5 *P46624A0512* Turn over SECTION B Answer ALL questions. Bob’s Celebration Cupcakes Bob’s Celebration Cupcakes is a small business that manufactures cupcakes. The business was set up by Bob Twigg two years ago. He still operates out of his kitchen. Bob sells his products in his local area, making the cupcakes to the exact requirements of his customers. Bob wants to expand his business. He has found a small unit on an industrial estate that would be suitable to use as a bakery for the production of cupcakes. Bob currently does not carry out any promotional activity. His sales come from word-of-mouth recommendations. He is aware that he needs to promote his business to a wider target market. Bob understands that there is a demand for gluten-free cupcakes and dairy-free cupcakes. Bob is getting worried about an increase in competition that could affect his business. There is a growing number of local bakers offering similar products to his. Bob wants to develop a brand and a Unique Selling Point (USP). He has limited marketing knowledge and has never used branding before in his business. 6 Give one reason why marketing is important to a business such as Bob’s Celebration Cupcakes......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... (Total for Question 6 = 1 mark) 7 Bob has decided to launch a new range of cupcakes. His research suggests that there is a demand for gluten-free cupcakes and dairy-free cupcakes. This is an example of a market orientated business. State one other form of orientation..................................................................................................................................................................................................................................................................................... (Total for Question 7 = 1 mark) 6 *P46624A0612* 8 Bob is considering selling his cupcakes to other businesses. Give the name of this type of market..................................................................................................................................................................................................................................................................................... (Total for Question 8 = 1 mark) 9 Bob is planning to develop a brand for Bob’s Celebration Cupcakes. (a) State two dimensions of a brand. (2) 1................................................................................................................................................................................................................................................................................ 2................................................................................................................................................................................................................................................................................ (b) Describe one benefit of branding to a business such as Bob’s Celebration Cupcakes. (2)................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................ (Total for Question 9= 4 marks) 7 *P46624A0712* Turn over 10 The gluten-free and dairy-free cupcake market is fast-growing. (a) Outline one implication of entering a fast-growing market. (2)................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................ (b) Explain two reasons why a business such as Bob’s Celebration Cupcakes would want to develop a Unique Selling Point (USP). (4) 1............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................ 2............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................ (Total for Question 10 = 6 marks) 8 *P46624A0812* 11 Bob’s Celebration Cupcakes uses a competitive pricing strategy for its products. (a) Outline what is meant by the term ‘competitive pricing’. (2).................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... (b) As Bob expands his business he is considering using ecommerce to sell his products. Give two advantages of using ecommerce to Bob’s Celebration Cupcakes. (2) 1...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 2.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... (c) Bob’s Celebration Cupcakes has developed a range of gluten-free cupcakes and dairy-free cupcakes. These are now at the introductory stage of the product life cycle. Explain two implications for the business of having products at the introductory stage of the product life cycle. (4) 1.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................. 2................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................ 9 *P46624A0912* Turn over (d) Bob’s Celebration Cupcakes wants its products to stand out from those offered by its competitors. To do this Bob has researched forms of promotion. He is considering using viral marketing. Evaluate whether viral marketing would be appropriate for Bob’s Celebration Cupcakes. (8).....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................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(Total for Question 11 = 16 marks) TOTAL FOR SECTION B = 29 MARKS TOTAL FOR PAPER = 50 MARKS 11 *P46624A01112* BLANK PAGE 12 *P46624A01212*
