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Edexcel Business A Level Year 1 Includes AS 1st Edition Ian Marcouse, Andrew Hammond, Nigel Watson - Solutions
4 Evaluate whether it would be right to say that Churchill China’s staff are its greatest asset.
3 Assess two reasons why small-scale, tailored production might suit a company with highly skilled staff.
2a) Calculate the cost of staff as a percentage of sales revenue in 2007 and again in 2013.b) Explain one conclusion you can draw from the figures you have calculated.
1 Explain the difference between B2B and B2C.
6 Explain one advantage and one disadvantage to a firm of having a high proportion of staff who have been with the business for 20+
5 Do you agree with Angela Ahrendts (see page 96)? Explain your reasoning.(5)
4 Explain one situation in which a clothing chain such as Topshop might need to:a) redeploy 20 staffb) outsource a job function.(8)
3 Pret a Manger recruits a high proportion of its staff from overseas.Explain why it may choose to do that.(4)
2 Outline two possible reasons why an employee might prefer a fulltime job to a zero-hours contract.(4)
1 Give three reasons why managing people is important to a business such as a low-cost airline.(3)
2 Evaluate the proposition that ‘Marketing strategy can be successful only if a firm has set the right objectives.’
1 Evaluate the quote by former President Eisenhower: ‘There is no victory at bargain basement prices.’
3 Given the business’s success with the iPod, iPhone and iPad, evaluate whether Apple should now make a move towards the games console business, competing with Nintendo, Sony and Microsoft.
2 Assess which of the elements of iPod’s marketing mix have been the most important in its sales success.
1a) What is meant by the term ‘product life cycle’?b) Assess what Figure 15.4 shows about iPod’s product life cycle.
4 In Morrisons’ circumstances, assess the probable effectiveness of its new marketing strategy.
3 Explain one possible weakness in the strategy as outlined in the data provided.
2 Outline two factors that may determine whether Morrisons’ 2014 strategy proves successful.
1 Explain why price cutting in this case can be called a strategy rather than a tactic.
10 Outline two reasons why average prices in niche markets tend to be higher than those charged in most mass markets.
9 Explain why small firms may be better at spotting and reacting to new niche-market opportunities?
8 Give three reasons why a large firm may wish to enter a niche market.
7 Outline two advantages of niche marketing over mass marketing.
6 How does marketing strategy relate to the objectives of a business?
5 Why is it important for a firm to examine its internal resources before deciding on a strategy?
4 Outline two pieces of quantitative data that might help a business develop its marketing strategy.
3 Explain how one of the following products is differentiated from its rivals:a) Marathon chocolate barb) Microsoft Xbox Onec) Heinz Tomato Ketchup.
2 What is a unique selling point? Give two examples.
1 What is marketing strategy?
2 Cadbury has a wide range of chocolate brands including Dairy Milk, Flake, Crunchie, Twirl and Fudge. It wishes to push its UK market share from 34 per cent to 38 per cent within the next two years.Evaluate the extent to which the Boston Matrix might help in achieving this goal.
1 After many decades of success in the UK, breakfast cereal manufacturers are suffering from a decline in the market size as consumers want to eat breakfast on the move instead of in the kitchen. Evaluate a suitable extension strategy for a cereal producer such as Kellogg’s.(20)
4 Assess the factors that will influence the future life cycle of Monster in the UK.
3 Assess two possible extension strategies Coca-Cola might use with Relentless in coming years.
2 Give the stage of the product life cycle for each of the following in 2013:a) Relentlessb) Monster.
1 Briefly explain the meaning of the term product life cycle.
8 Firms should never take decline (or growth) for granted. Therefore, they should never take success (or failure) for granted. Explain why this advice is important if firms are to make the best use of product life cycle theory.
7 Explain how the Boston Matrix could be used by a business such as Cadbury.
6 Distinguish between a cash cow and a rising star in the Boston Matrix.
5 What is meant by ‘product portfolio analysis’?
4 How is it possible for products such as Barbie to apparently defy the decline phase of the product cycle?
3 ‘Without new product development every business must die.’ Is this true?
2 Explain what is meant by an ‘extension strategy’.
1 Identify the different stages of the product life cycle. Give an example of one product or service you consider to be at each stage of the life cycle.
2 You have just developed a new console game that combines the appeal of Candy Crush with the force of Call of Duty. Evaluate how to achieve strong enough distribution to make this product a hit in the UK.
1 Evaluate the proposition that ‘internet retailing will mean the death of the high street’.
4 From all that you know about today’s Coke, Diet Coke and Coke Zero, evaluate whether Coca-Cola’s distribution strategy was the single most important factor in the firm’s marketing success.
3 Explain what the text means by the difference between ‘maximum availability’ and ‘maximum visibility’.
2 Explain how a vending machine can be a ‘barrier to entry’ to new competitors.
1 What is meant by the term ‘distribution’?
2a) The year 1 sales target for Kitten Milk is £5 million. Calculate what share of the total market for cat food that would represent.b) Explain why it might be hard to persuade retailers to stock a product with that level of market share.What is meant by the term ‘distribution’?
1 What is meant by the term ‘market size’?
7 Explain why modern businesses seek ‘multi-channel distribution’.
6 Outline three reasons for the success of direct online distribution in recent years.
5 Explain in your own words what is meant by the phrase ‘a better mousetrap’.
4 Retailers such as WHSmith charge manufacturers a rent on prime store space, such as the shelving near to the cash tills.a) How might a firm work out whether it is worthwhile to pay the extra?b) Why may new small firms find it hard to pay rents such as these?
3 Outline what you think are appropriate distribution channels for:a) a new F1 racing game for mobiles and tabletsb) a new adventure holiday company focusing on wealthy 19–32 year olds.
2 Explain in your own words why it may be that ‘place is the toughest of the 4Ps’.
1 Outline the meaning of the term ‘place’.
2 Research the launch prices and sales of Sony’s PS4 and the Microsoft One in 2013/2014. Evaluate whether pricing was the key reason for Sony’s sales success.
1 At a supermarket, a Mars Bar is priced at 79p and a pack of three at£1. From the point of view of the consumer and the producer, evaluate whether both these prices can be right.
3 Assess whether Maruti was wise to adopt a penetration pricing strategy for its new Alto model.
2 Assess two possible implications for the Indian car market if Maruti’s pricing does ‘spark a price war’.
1 Examine one way in which market trends in new car sales in India(see Figure 12.7) might have influenced the pricing decision for the new Alto 800.
4 Assess whether dogs should have ‘better’ shampoo than kids.
3 Examine the position of the long-established brand Head & Shoulders within the UK market for shampoo. What pricing strategy does it seem to be using and why may it be possible to use this approach?
2 John Frieda shampoo is priced at more than 40 times the level of supermarket budget shampoos (per ml). Assess two reasons why customers may be willing to pay such a high price.
1 Explain why it may be fair to describe Vosene shampoo as a pricetaker.
8 Outline two circumstances in which a business may decide to use predatory pricing.
7 Is a price-elastic product likely to be priced competitively or on a cost-plus basis? Explain your reasoning.
6 For each of the following, decide whether the pricing strategy should be skimming or penetration. Briefly explain your reasoning.a) Richard Branson’s Virgin group launches the world’s first space tourism service (you are launched in a rocket, spend time weightless in space, watch the world go
5 Explain the difference between pricing strategy and pricing tactics.
4 Look at Table 12.1, on the price sensitivity of products, brands and services. Think of two more examples of highly price-sensitive and two examples of not-very-price-sensitive products, services or brands.
3 Explain how the actions of Nike could affect the footwear prices set by Adidas.
2 Look at Figure 12.1. Outline two factors that would affect the‘psychologically right price range’ for a new Samsung phone.
1 Explain why price is fundamental to a firm’s revenues.
2 Heinz has found that its famous brand limits it from expanding its product portfolio, as people won’t accept Heinz chilled ready meals or Heinz pizzas. Evaluate how it might try to overcome this consumer resistance.
1 Evaluate whether it is time for a brand such as Cadbury Dairy Milk to abandon traditional TV and press media to spend their whole advertising budget on digital and social media.
3 Examine three factors that may determine whether Ansel succeeds in making cronuts a successful brand in the long term. Explain which one you believe will prove the most important.
2 Assess the importance of social media in the development of the cronut business.
1 Explain any evidence here of viral marketing.
9 Explain why promotion is essential for new businesses.
8 What is meant by the phrase ‘promotion needs to be effective’?
7 Why is it important for businesses to monitor the effect of their promotional activity?
6 Explain what form of promotion you think would work best for marketing:a) a new football game for the PS4b) a small, family-focused seaside hotelc) organic cosmetics for women.
5 Outline how your school might promote itself through social media.
3a) Give two examples of a brand family.b) Give two examples of individual brands.4 In your own words, explain what is meant by viral marketing.
2a) Analyse one of the following brands, examining what you think its qualities are: Galaxy chocolate, TGI Fridays, Nike footwear, Nintendo.b) For the brand you analysed, explain how its qualities add value.
1 Read the quote by Howard Schultz on page 63. What implications does that have for running a business?
2 The Co-op, Waitrose and Sainsbury’s all boast about their ethical sourcing. Yet, in 2014, annual sales growth at each company was −1.3 per cent, +5.6 per cent and −2.5 per cent, respectively.Evaluate whether consumers really care about ethical sourcing.
1 Evaluate the extent to which success is guaranteed for a producer with a brilliantly designed new product.
3 Evaluate the importance of design to the profitability of a business such as General Atomics.
2 Look at the James Dyson quote on page 56. Assess how well his thoughts relate to the world of General Atomics and drone bombers.
1 Use the design mix to assess the right combination of function, aesthetics and economics when designing a plane such as the Avenger.
5 Briefly state and explain whether ethical sourcing would be important to customers in the following circumstances:a) the sourcing of a meat pie at Charlton FC’s snack barb) the sourcing of a meat pie at Dundonald Primary Schoolc) the sourcing of a silk scarf sold at a department store.
4 How are the concepts of short-termism and design linked?
3 Explain two marketing advantages that good design could bring to a business of your choice.
2 Explain where you would plot the following on Figure 10.2. Give your reasoning:a) the latest iPhoneb) the packaging of a Cadbury £5 Easter eggc) a new double-decker bus for London.
1 Explain how resource depletion might affect the future design of motor cars.
2 Evaluate the possible difficulties of determining the income elasticity of demand for a brand such as the Samsung Galaxy, given the everchanging nature of the mobile phone market.
1 A young designer of women’s shoes wants to create a top-end luxury shoe brand. Evaluate how this might be achieved and the advantages and disadvantages of achieving it.
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