9609/13/O/N/21

1)a) Marketing mix consits of the 4ps and the 4cs. With the 4 ps being product, place, promotion and price and the consersponding 4cs being cost to customers, convienence to customer, communication with customer and customer solution. These are the elements that make up a market

MS:

• key decisions made – 4Ps or 4Cs (1) • to market a product (1) • elements/components of effective marketing (1)

b) Businesses can use the place element to determine where a business can be located. This may depend on convience to customer, taste and the target market.

MS:

Answers could include: • allows a business to determine its distribution strategy • ensures a product is made conveniently available for the intended consumer • product is in the right place at the right time • be close to suppliers – to reduce costs • helps decision on potential intermediaries, e.g. wholesalers, retailers • choosing the right place can extend the life of a product • to avoid ethical/environmental criticism from neighbourhoods

9609/01/SP/23

1. a) It is the collection, analysis and evaluation of second-hand information. It might be information that was collected from a different source, or organization for a different purpose.

MS:

Follow the point-based marking guidance at the top of this mark scheme and use Table A to give marks for each candidate response. AO1 out of 2 marks.

• Collection of data from second-hand sources – not directly related to a firm’s needs. • Collection of data that already exists – compared to primary data. • Data from external sources – e.g. reports, census.