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EDEXCEL GCSE Business (9-1)Unit Assessment
2.2 MAKING MARKETING DECISIONS(Edition 1)
Time: As advised by your teacherMaximum marks: 30
EDEXCEL GCSE BUSINESS - UNIT ASSESSMENT
Name
Centre Name
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EdexcelGCSEBusiness(9-1)UnitAssessment–2.2MakingMarketingDecisions
SectionAAnswerallquestionsinthespacesprovided
01.a Whichoneofthefollowingisthestageoftheproductlifecyclewheresalesareattheirhighest?
Selectoneanswer
A Introduction o B Growth o C Maturity o D Decline o
(1mark)01.b Whichtwoofthefollowingareexamplesofextensionstrategies?
Selecttwoanswers
A Increasingthesellingprice o B Newpackaging o C Keepingproductfeaturesthesame o D Changingthetargetmarket o E Conductingmarketresearch o
(2marks)
01.c Explainonedrawbacktoabusinessofusingproducttrialsbeforethelaunchofanewproduct.(3marks)
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1(d)Explainonedrawbacktoabusinessoffocusingmainlyonaestheticsinthedesignmixforanewproduct (3marks)_______________________________________________________________________________________
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TOTALFORSECTIONA=9MARKS
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SectionBAnswerALLquestions
LookatFigure1,readthefollowingextractcarefully,thenanswerQuestions2a,2b,2c,2dand2e.Writeyouranswersinthespacesprovided.
Foundedin1991,Bodenisalifestyleclothingretailerthattargetscustomersaged25-50whohaveanaveragehouseholdincomeof£70,000.The“bulls-eye”ofthebrandare35yearoldwomenwhohavechildrenandwishtowearfashionableandflatteringclothes.Boden’sproductrangeconsistsofladieswear,menswear,kidswearandateenagerangethatwaslaunchedin2010.
Figure1Thebrandiswellknownforitsexceptionalcustomerserviceandoutstandingquality,aswellasitsvibrantcoloursanditsunique,modern,bolddesigns(Figure1).Becauseofthis,thebusinesshasanactivecustomerbaseofapproximately1.5millionpeople.Bodencontinuallytryandattractnewcustomersthroughtargetedonlineadvertising,asitrecognisestheneedtomakeitsbrandstandoutfromrivalsinthehighlycompetitivefashionretailmarketwithitslimitedpromotionalbudget.Thebusiness’smethodofdistributionwasoriginallymailorder,butthishasdevelopedovertheyearsresultinginBodennowbeinganestablishedonlinebrand.Itdistributesapproximately12,500parcelsfromitsdistributioncentreinLeicestereachday.Mailordercataloguesarestillsentouttocustomersregularlyviathepost.Eventhoughthismethodoforderingisinitsdeclinestage,thecatalogueisseenasanimportantmarketingtool,as2/3ofitscustomersareknowntolookthroughthecataloguebeforemakinganorder.Today,around98%ofthefirm’ssalescomefrome-commerce.CustomersgenerallyviewBoden’ssellingpricesashigh.However,thebusinessconstantlyoffersvaryingdiscountsonitsprices,rangingfrom10-25%togetherwithfreepostage/packingandoccasional£10vouchers,toenticecustomerstobuyforthefirsttimeorrepeatbuy.Thisstrategyfrustratesmanyexistingcustomerswhoprefertowaitratherthanpurchaseitemsatfullprice,astheybelieveanotherdiscountisalwaysjustaroundthecorner!In2004,Bodenopeneditsfirstretailstore.In2017,itopenedasecondstoreinChelsea.Thebusinessnowhas3standalonestoresinLondonandislookingtoopenmore,duetotheirsuccess.SomeofBoden’sclothingrangeisalsosoldinJohnLewisstores.Movingintophysicalstoreswasadecisionthathadtobecarefullythoughtabout,duetosomanywellestablishedretailerssuchasM&SandNewLookactivelyclosingstoresandotherretailerssuchasToysRUsandMaplincompletelydisappearingfromthehighstreetaltogether,duetoincreasingdebtandhighcosts.However,Bodencalculatesthatpeopleshopforclothes3.5timesmoreinstorethanonline.
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2(a)Figure2showsdetailsoffouritemsofclothingacustomerrecentlyorderedfromBoden.Thepricesshownarefullprice.ItemOrdered FullpriceEvaDress(Pink) £120.00EleanorCourtShoes(Size5) £98.00TrackPantsBoys(Age8) £26.00AnimalTShirt(Age8) £16.00
Figure2Thecustomerreceiveda20%discountonthisorder.UsingFigure2andtheinformationprovided,calculatethetotalvaluethecustomerpaidforthefouritems.Youareadvisedtoshowallyourworkings.
(2marks)
2(b)OutlineonebenefittoBodenofhavingadistinctbrand.(2marks)
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2(c)Figure3showsthenumberofparcelsthatweredistributedfromBoden’sLeicesterwarehouseeachquarterlastyear.
Figure3 UsingFigure3,calculatetheaveragenumberofparcelsthatweredistributedfromBoden’sLeicesterwarehouseeachmonthlastyear.Youareadvisedtoshowallyourworkings.
(2marks)
1,021,0001,167,500 1,138,000 1,164,500
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Jan,Feb,March April,May,June July,Aug,Sept Oct,Nov,Dec
Num
berofparcels
Monthsbyquarter
NumberofparcelssentfromtheLeicesterwarehouselastyearbyquarter
___________________parcels
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2(d)AnalysethebenefittoBodenofusingtargetedonlineadvertisingtoattractnewcustomers.(6marks)
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2(e)Inordercompetemoreeffectivelyinthefashionretailmarket,Bodenisconsideringtwooptions:• Toopenmorephysicalretailstores• Tolowerpricespermanently
JustifywhichoneofthesetwooptionsBodenshouldchoose. (9marks)
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TOTALFORSECTIONB=21MARKSTOTALFORASSESSMENT2.2=30MARKS
