REVIS PRACTICE ASSESSMENTS Plus Business · media will play a key part in the campaign linked to positive reviews and endorsements in lifestyle magazines (promotion)€ the product

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PRACTICEASSESSMENTS

Our revision resources are the smart choice for those revising for externally assessed Unit 2 in Business BTEC Nationals. This book contains three full-length revision tasks, helping you to:

• Prepare by familiarising yourself with the process and skills for completing your assessment

• Practise by writing responses straight into the book• Perfect your external assessment skills for this unit, with

targeted hints, guidance and support for every part of the task, along with example responses.


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Unit 2

Guided

What do the graphs below tell you about demand from customers at different times of the day and the week?

What would this mean for the gym business?

How could the owner of the gym business use this information to help them plan for their new gyms?

6pm – 8pm

4pm – 6pm

30

25

20

15

10

5

0

6am – 8am

8am – 10am

10am – 12am

12am – 2pm

2pm – 4pm

8pm – 10pm

% o

f mem

ber

s at

tend

ing

Attendance over a day at a ‘typical’ club

Time of day

25

20

15

10

5

0

Monday

% o

f tot

al m

emb

ersh

ip a

tten

ding

Tuesday

Wednesd

ay

Thursday

Friday

Saturd

ay

Sunday


Day of the week

Source: PtDirect http://www.ptdirect.com/training-design/exercise-behaviour-and-adherence/attendance-adherence-drop-out-and-retention-patterns-of-gym-members

M01_BTEC_BUS_WB_0116_U02.indd 8 26/10/2016 15:06

8

6pm – 8pm

4pm – 6pm

25

20

15

10

5

0

6am – 8am

8am – 10am

10am – 12am

12am – 2pm

2pm – 4pm

8pm – 10pm

% o

f mem

ber

s at

tend

ing

Time of day

% o

f tot

al m

emb

ersh

ip a

tten

ding

Source: PtDirecthttp://www.ptdirect.com/training-design/exercise-behaviour-and-adherence/attendance-adherence-drop-out-and-retention-patterns-of-gym-members


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43

Unit 2Skills

Part B: Developing your campaignOnce you have written the rationale, you will be ready to develop your marketing campaign. The diagram below shows the stages involved.

State one �nancial target and one non-revenue target for your marketing campaign.

Marketing mixThe ‘Samji’ energy drink’s USP is that it is medically proven to be able to safely increase energy levels (product); consumers are likely to pay higher prices for the drink and, although there may be the opportunity for price skimming, the first phase of the campaign will involve penetration pricing (price); social media will play a key part in the campaign linked to positive reviews and endorsements in lifestyle magazines (promotion); the product will be sold primarily through high street stores, health stores and sports clubs (place).

Sample response extract

Targets should be set according to SMART principles.

Revise SMART objectives on page 18.Links

Use the elements of the marketing mix to identify how product, price, promotion and place will be incorporated into your marketing campaign in Part B Activity 1.

The marketing messageThe marketing message for the ‘Samji’ energy drink will focus on ‘increasing your energy levels’ in order ‘to keep fit and stay healthy’ by enjoying a ‘socially responsible yoghurt-based energy drink’, a ‘low-calorie drink which increases energy levels’ and is ‘medically proven to be safe’.We want consumers to ‘Try it next time you go to the gym’.


The marketing message will form the basis of all marketing activities and consists of six steps.

Capture the attention of the market

Identify the needs of your target market

Provide a brief description of the product

Describe the benefits of the product

Give message credibility

State the action you want the consumer to take

The marketing campaign

Produce the marketing message

Revise marketing messages and the marketing mix on page 28.

Links

Revise evaluation on page 30.Links

Revise media and budgets on page 29.

Links

Revise timelines on page 30.Links

Decide the marketing mix Select media

Allocate the campaign budgetPrepare a timeline of key dates when marketing activities are to take place

Evaluate the campaign

M01_BUS_REV_BTEC_0109_U02.indd 43 28/10/2016 09:36

State one � nancial target and one non-revenue target for your marketing campaign.

Marketing mixrketing mixThe ‘Samji’ energy drink’s USP is that it is medically proven to be able to safely increase energy levels (product); consumers are likely to pay higher prices for the drink and, although there may be the opportunity for price skimming, the fi rst phase of the campaign will involve penetration pricing (price); social media will play a key part in the campaign linked to positive reviews and endorsements in lifestyle magazines (promotionthe product will be sold primarily through high street stores, health stores and sports clubs (place).


The marketing messrketing messagegeThe marketing message for the ‘Samji’ energy drink will focus on ‘increasing your energy sing your energy levels’ in order ‘to keep fi t to keep fi t and stay hey healthylthy’ by enjoying a ‘socially responsible yoghurt-lly responsible yoghurt-based energy drinksed energy drink’, a ‘low-calorie drink which increases energy levelsses energy levels’ and is ‘medically lly proven to be sproven to be safe’.We want consumers to ‘Try it next time you go Try it next time you go to the gymto the gym’.





Describe the benefi ts of the product



The marketing campaignThe marketing campaign

Revise marketing messages and the marketing mix on page 28.

Links

Revise evaluation on page 30.Links

Prepare a timeline of key dates when marketing dates when marketing activities are to take place


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BusinessREVISION GUIDEOur revision resources are the smart choice for those revising for Edexcel GCSE (9–1) Business. This book will help you to:

• Organise your revision with the one-topic-per-page format

• Prepare for your GCSE exam with a book full of exam-style practice questions and full-length practice papers for each unit

• Simplify your revision by writing straight into the book just as you would in an exam

• Track your progress with at-a-glance check boxes

• Improve your understanding, and exam technique, with guided questions to build confidence, and hints to support key revision points.

Revision is more than just this Guide!Make sure that you have practised every topic covered in this book, with the accompanying Edexcel GCSE (9–1) Business Revision Workbook. It gives you: • A 1-to-1 page match with this Workbook

• Explanations of key concepts delivered in short memorable chunks

• Key hints and tips to reinforce your learning

• Worked examples showing you how to lay out your answers

• Exam-style practice questions with answers.

REVISE BTEC NATIONAL Business REVISION GUIDE

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BusinessREVISION WORKBOOKOur revision resources are the smart choice for those revising for the externally assessed units in Business BTEC Nationals.This book will help you to:

• Practise with revision questions and tasks for all externally assessed units, with answers

• Build your confidence with guided revision activities to scaffold longer tasks

• Improve your understanding with practical external assessment hints throughout

• Prepare by completing practice responses in a write-in format

• Organise your revision in a single place.

Revision is more than just this Workbook!Make sure that you have revised all the essential content and key skills for each externally assessed unit with the accompanying BTEC National Sport Revision Guide. It gives you:• Full coverage of all essential content and key skills in a

one-topic-per-page format

• Key practical hints and tips for externalassessment throughout

• Annotated example responses demonstratinggood practice in approaching assessed tasks

• The ability to track your revision withat-a-glance check boxes

• Further revision questions and tasks, with answers.

SECONDEDITION

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Our revision resources are the smart choice for those revising for the externally assessed units in Business BTEC Nationals.This book will help you to:

• Revise all the essential content and key skills for each unit


• Speed up your revision with helpful hints on how to tackle questions and tasks

• Track your revision progress with at-a-glance check boxes

• Check your understanding with annotated example responses

• Practise with revision questions and answers.

Revision is more than just this Guide!Make sure that you have put all your skills into practice with the accompanying BTEC National Business Revision Workbook. It gives you:• More revision questions and tasks to complete, with write-in

format

• Guided activities to help scaffold revision questions and tasks, and build your confidence

• Practical hints to support your revision and practice.


BusinessREVISION GUIDE

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THE REVISE SERIESFor the full range of Pearson revision titles across KS2, KS3, GCSE, Functional Skills, AS/A Level and BTEC visit:www.pearsonschools.co.uk/revise

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Our revision resources are the smart choice for those revising for Edexcel GCSE (9–1) Physical Education. This book contains two full-length examples of Papers 1, 2 and 3. This book will help you to:

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Scan the QR codes in the book to see videos of worked solutions online!

THE REVISE SERIESFor the full range of Pearson revision titles across KS2, KS3, GCSE, Functional Skills, AS/A Level and BTEC visit:www.pearsonschools.co.uk/revise

3

Set A Paper 1

Turn to page 133 for complete worked solutions to the questions on this page. 3

7 A rectangle is 4 cm by8 cm.

4 cm

8cm

Four of the rectangles are used to make a larger rectangle as shown below.

(a) Work out the perimeter of the larger rectangle.

cm(2)

(b) Work out the area of the larger rectangle.

cm2

(3)(Total for Question 7 is 5 marks)

Revision Guide Page 79

For part (a), write down the lengths you need to add to get the total perimeter. You can check your working by counting up the number of values you are adding and comparing it to the diagram.

Hint

First label the largerdiagram to show thelength and width of eachsmall rectangle.

Problem solved!

GEOMETRY AND MEASURES

Area of rectangle = length × width

LEARN IT!

There are two different strategies for part (b):1. Work out the length and width of the whole rectangle then calculate the area.2. Calculate the area of one small rectangle then multiply by 4Try both strategies and compare your answers. Which did you find easier?

Explore

Scan this QR code for a video of this question being solved!

Four of the rectangles are used to make a larger rectangle as shown

(a) Work out the perimeter of the larger rectangle.

(b) Work out the area of the larger rectangle.

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43

Unit 2Skills

Part B: Developing your campaignOnce you have written the rationale, you will be ready to develop your marketing campaign. The diagram below shows the stages involved.




Targets should be set according to SMART principles.

Revise SMART objectives on page 18.Links





Capture the attention of the market



Describe the benefits of the product




Produce the marketing message

Revise marketing messages and

the marketing mix on page 28.

Links

Revise evaluation on page 30.

Links

Revise media and

budgets on page 29.

Links

Revise timelines on page 30.

Links


Allocate the campaign budget

Prepare a timeline of key dates when marketing activities are to take place











Describe the benefi ts of the product



The marketing campaignThe marketing campaign

Revise marketing messages and

the marketing mix on page 28.

Links

Revise evaluation on page 30.

Links

Prepare a timeline of key dates when marketing dates when marketing activities are to take place


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REVISION GUIDE

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8

Unit 2

Guided

What do the graphs below tell you about demand from customers at different times of the day and the week?

What would this mean for the gym business?

How could the owner of the gym business use this information to help them plan for their new gyms?

6pm – 8pm

4pm – 6pm

30

25

20

15

10

5

0

6am – 8am

8am – 10am

10am – 12am

12am – 2pm

2pm – 4pm

8pm – 10pm

% of mem

bers atte

nding


Time of day

25

20

15

10

5

0

Monday

% of tota

l membe

rship atte

nding

Tuesday

Wednesday

Thursday Friday

Saturday

Sunday


Day of the week

Source: PtDirect http://www.ptdirect.com/training-design/exercise-behaviour-and-adherence/attendance-adherence-drop-out-and-retention-patterns-of-gym-members

M01_BTEC_BUS_WB_0116_U02.indd 8 26/10/2016 15:06

8

6pm – 8pm

4pm – 6pm

25

20

15

10

5

0

6am – 8am

8am – 10am

10am – 12am

12am – 2pm

2pm – 4pm

8pm – 10pm

% of mem

bers atte

nding

Time of day

% of tota

l membe

rship atte

nding

Source: PtDirecthttp://www.ptdirect.com/training-design/exercise-behaviour-and-adherence/attendance-adherence-drop-out-and-retention-patterns-of-gym-members


Business

REVISION WORKBOOK

REVISE BTEC NATIONAL Business REVISION WORKBOOK


43

Unit 2SkillsPart B: Developing your campaignOnce you have written the rationale, you will be ready to develop your marketing campaign. The diagram below shows the stages involved.




Targets should be set accordingto SMART principles.Revise SMARTobjectives on page 18.Links



Sample response extract The marketing message will form the basis of all marketing activities and consists of six steps.Capture the attention of the marketIdentify the needs of your target marketProvide a brief description of the productDescribe the benefits of the productGive message credibilityState the action you want the consumer to take


Produce the marketing messageRevise marketingmessages andthe marketing mix on page 28.Links

Revise evaluationon page 30.Links

Revise media andbudgets on page 29.Links

Revise timelineson page 30.Links


Allocate the campaign budgetPrepare a timeline of key dates when marketing activities are to take placeEvaluate the campaign






Sample response extract The marketing message will form the basis of all marketing activities and consists of six steps.Identify the needs of your target marketProvide a brief description of the productDescribe the benefi ts of the productGive message credibilityState the action you want the consumer to take

The marketing campaignThe marketing campaignRevise marketing messages and the marketing mix on page 28.Links

Revise evaluation on page 30.Links Prepare a timeline of key dates when marketing dates when marketing activities are to take placeEvaluate the campaign

Includesonline editionFREEInclududu esonlilil ne edede idid titi itit onFREE


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REVISION GUIDE

REVISE BTEC NATIONALBusinessREVISION GUIDEOur revision resources are the smart choice for those revising for Edexcel GCSE (9–1) Business. This book will help you to:• Organise your revision with the one-topic-per-page format• Prepare for your GCSE exam with a book full of exam-style practice questions and full-length practice papers for each unit• Simplify your revision by writing straight into the book just as you would in an exam• Track your progress with at-a-glance check boxes• Improve your understanding, and exam technique, with guided questions to build confidence, and hints to support key revision points.Revision is more than just this Guide!Make sure that you have practised every topic covered in this book, with the accompanying Edexcel GCSE (9–1) Business Revision Workbook. It gives you: • A 1-to-1 page match with this Workbook• Explanations of key concepts delivered in short memorable chunks• Key hints and tips to reinforce your learning• Worked examples showing you how to lay out your answers• Exam-style practice questions with answers.

REVISE BTEC NATIONAL BusinessREVISION GUIDE

THE REVISE SERIESFor the full range of Pearson revision titles across KS2, KS3, GCSE, Functional Skills, AS/A Level and BTEC visit: www.pearsonschools.co.uk/[email protected]_BTEC_NAT_BUSINESS_RG_0109_CVR.indd 1 01/11/2016 16:40


Our revision resources are the smart choice for those revising for the externally assessed units in Business BTEC Nationals from 2016. This book will help you to:

• Practise with full-length assessment-style tasks for all externally assessed units, with answers



• Prepare with a layout and formatting that mirrors the actual assessment

• Organise your revision in a single place with the option to write straight into the book.

Revision is more than just this Workbook!Make sure that you have revised all the essential content and key skills for each externally assessed unit with the accompanying BTEC National Business Revision Guide. It gives you:• Full coverage of all essential content and key skills in a one-topic-per-page format

• Key practical hints and tips for external assessment throughout

• Annotated example responses demonstrating good practice in approaching assessed tasks

• The ability to track your revision with at-a-glance check boxes

• Further assessment-style practice questions, with answers.


BusinessREVISION WORKBOOK

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Our revision resources are the smart choice for those revising for the externally assessed units in Business BTEC Nationals.This book will help you to:

• Revise all the essential content and key skills for each unit


• Speed up your revision with helpful hints on how to tackle questions and tasks

• Track your revision progress with at-a-glance check boxes

• Check your understanding with annotated example responses

• Practise with revision questions, with answers.

Revision is more than just this Guide!Make sure that you have put all your skills into practice with the accompanying BTEC National Business Revision Workbook. It gives you:• More revision questions and tasks to complete, with write-in

format

• Guided activities to help scaffold revision questions and tasks, and build your confidence

• Practical hints to support your revision and practice.


BusinessREVISION GUIDE

SECONDEDITION

SEC

ON

D E

DIT

ION

[email protected]




BusinessREVISION WORKBOOKOur revision resources are the smart choice for those revising for the externally assessed units in Business BTEC Nationals.This book will help you to:

• Practise with revision questions and tasks for all externally assessed units, with answers



• Prepare by completing practice responses in a write-in format

• Organise your revision in a single place.

Revision is more than just this Workbook!Make sure that you have revised all the essential content and key skills for each externally assessed unit with the accompanying BTEC National Business Revision Guide. It gives you:• Full coverage of all essential content and key skills in a

one-topic-per-page format

• Key practical hints and tips for externalassessment throughout

• Annotated example responses demonstratinggood practice in approaching assessed tasks

• The ability to track your revision withat-a-glance check boxes

• Further revision questions and tasks, with answers.

[email protected]


Revision is more than Practice Assessments!Make sure you have revised all the essential content for this unit and know what good responses look like with the accompanying Revise BTEC National Business Revision Guide and Revision Workbook. Look out for links to the Revision Guide for further information as you work through these practice assessments.

CVR_BTEC_NAT_PAP_BUSINESS_U2_6665_CVR.indd 1 11/27/18 10:09 AM

Series Consultant: Harry SmithAuthor: Stephen Jakubowski

For the full range of Pearson revision titles across KS2, KS3, GCSE, Functional Skills, AS/A Level and BTEC visit: www.pearsonschools.co.uk/revise

A note from the publisher

These practice assessments are designed to complement your revision and to help prepare you for the external assessment. They do not include all the content and skills needed for the complete course and have been written to help you practise what you have learned. They may not be representative of a real assessment.

While the publishers have made every attempt to ensure that advice on the qualification and its assessment is accurate, the official specification and associated assessment guidance materials are the only authoritative source of information and should always be referred to for definitive guidance.

This qualification is reviewed on a regular basis and may be updated in the future. Any such updates that affect the content of this book will be outlined at www.pearsonfe.co.uk/BTECchanges.


BusinessUNIT 2

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A01_BUSI_PAP_BNR_6672_TP_U3_REF.indd 1 30/08/18 4:52 pm

iii

IntroductionThis book has been designed to help you to practise the skills you may need for the external assessment of BTEC National Business Unit 2. You may be studying this unit as part of the BTEC National Certificate, Extended Certificate, Foundation Diploma, Diploma or Extended Diploma.

About the revision tasksThe book contains three revision tasks for the unit. Each one requires you to read business information, complete research notes and respond to two activities. Make sure that you check the Pearson website so you are familiar with the structure and terminology used in the actual assessment. Unlike your actual assessment, each revision task has targeted hints, guidance and support in the margin to help you understand how to tackle them.

Revision Guide page XX

links to relevant pages in the Pearson Revise BTEC National Business Revision Guide so you can revise the essential content. This will also help you to understand how the essential content is applied to different contexts when assessed.

Hint to get you started and remind you of the skills or knowledge you need to apply.

Prepare to help you on how to approach a task, such as making notes or a brief plan.

LEARN IT! to provide content that you need to learn such as a definition, research method or analysis tool.

Explore to remind you of content related to the question to aid your revision on that topic.

Watch out! to help you avoid common pitfalls.

Time it! for use with the final revision task to help you become familiar with answering in a given time and ways to think about allocating time for different task activities.

Before carrying out your research for each activity, read the support in the margin. This will help your own responses to be informed by the guidance overall. You can write your responses in the space provided but, if you require more space to complete your responses, you could use separate paper.

Example responsesYour responses to each revision task will be individual, reflecting your own research and choices in relation to the task and activities. The section at the back of the book provides some guidance and examples of approaches to each revision task, reflecting data available at the time of publication. The approaches, methodology, guidance and the way the data is used provides a range of useful examples against which you can review your own choices and work. Make sure that you check the Sample Assessment Material and examples for the actual assessment, on the Pearson website.

Check the Pearson websiteFor overarching guidance on the official assessment outcomes and key terms used in your assessment, please refer to the specification on the Pearson website. For this unit, check whether the assessment is completed on a computer. Check also whether you are allowed to take any notes into your supervised assessment, and any restrictions on the number of sides or nature of the notes, if so. Familiarise yourself with the breadth and range of tasks and responses that are on the Pearson website in the Sample Assessment Material and any past papers.

The revision tasks, support and example responses in this book are provided to help you to revise the essential content in the specification, along with ways of applying your skills. The content of a task will be different each year and the format may be different. Details of your actual assessment may change, so always make sure you are up to date by asking your tutor or checking the Pearson website for the most up-to-date Sample Assessment Material, Mark Schemes and any past papers.

ContentsPractice assessment 1 1

Revision task brief 1

Revision task 8

Practice assessment 2 19Revision task brief 19

Revision task 26

Practice assessment 3 37Revision task brief 37

Revision task 44

Example responses 55

Acknowledgements 81

A small bit of small print

Pearson publishes Sample Assessment Material and the specification on its website. This is the official content and this book should be used in conjunction with it. The questions have been written to help you test your knowledge and skills. Remember: the real assessment may not look like this.

iv

1

Practice assessment

1

Practice assessment 1Revision task brief

You have been asked to develop a marketing campaign for a musical equipment business, Gary’s Guitar and Music Emporium.

The business owner wants to increase his market share by stimulating demand for guitars and accessories.

You are required to independently research the market for guitars and associated accessories in the musical instruments industry in the UK.

Your research should include primary and secondary data relating to:

• competitors• market size, share and structure• target market• trends• external influences.

You should research at least one marketing campaign related to the sale of guitars and accessories in the musical instruments market. You may wish to consider researching weekly/monthly marketing journals, marketing and/or advertising agency websites, business consultancies and more general business sources.

Your research should include:

• costs• timescales• media used• message communicated• marketing mix• appropriateness of the campaign.

You should take into consideration the validity and reliability of the data that you collect.

You do not have to produce the promotional materials.

Read the revision task brief carefully, underlining key areas such as the type of business, what the business owner wants to do and the bullet points you need to research.

Prepare

Note reliable, valid sources for all data researched.

• Primary researchinvolves gatheringdata that has not beencollected before, forexample, using surveys,interviews, observations,trials, focus groups.

• Secondary researchincludes data fromcommercially publishedreports, governmentstatistics, trade journalsand media sources.

• Qualitative researchis descriptive data, forexample from open-ended questions.

• Quantitative researchis data in numericalform, which can becategorised and usedto construct graphs ortables.

LEARN IT!

The four Ps of the marketing mix are product, place, promotion, price. The extended marketing mix adds people, physical environment and process to this list.

LEARN IT!

Revision Guide pages 10–15, 21, 27, 35–36

2

Practice assessment

2

Researching and making notes……………………………………………………………………………………………….

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Undertake secondary research to make notes on musical instrument competitors, for example large and small retailers and specialist and independent outlets. Note their size, product range, prices and services. Amazon and YouTube are useful starting points.

Hint

Prepare short notes on your research findings.

• You may use six sidesof notes as you answerActivities 1 and 2 (page8), to provide specificdetails or data.

• Include facts andfigures relating toorganisations, e.g. theproducts they offerand ways they use themarketing mix in theirpromotional campaigns.

• Your notes shouldnot include anyanalysis, evaluation orpromotional plans.

Hint

For your actual assessment, ask your tutor or check the Pearson website to confirm whether you can take notes into your supervised assessment and if so, if there are any restrictions. Details of assessment may change so always make sure you are up to date.

Watch out!

Revision Guide pages 4, 5, 6, 35

3

Practice assessment

3

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Make notes on market size, share and structure.

Hint

Use key words or phrases to target information if using internet searches. For example, searching ‘sales musical instruments accessories recent data UK’ may lead to articles and market intelligence sites where relevant data can be found. Searching only on 'guitar accessories', for example, would not give you the data that you need.

Hint

Market size can be determined by volume (number of products sold) and value (retail sales).

Market share is the percentage of total sales volume captured by a brand, product or company.

Market structure concerns the level of competition in a market and consumer characteristics.

LEARN IT!

Don’t just use the first site that displays in a search. Check which sources are most valid, reliable, relevant and current. Only use data that concerns the UK market.

Watch out!

Revision Guide pages 4–5

4

Practice assessment

4

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Make notes on the target market for musical instruments and accessories. Research may lead to key data on hobbyists and students. Use marketing terminology in your notes, e.g. target market, market segmentation.

Hint

Research whether market segments have increased or declined, and the factors involved. Use percentages to show relative sizes of target markets in relation to the whole industry.

Hint

Primary research could include a survey of students and their experience and interest in learning an instrument.

Hint

Make notes on external influences that could affect the market, e.g. political, economic, social, technological, legal and environmental.

Hint

Research into trends over a number of years could include economic trends (affecting consumer demand in the whole economy), market trends (for particular products or services) and social trends (people’s views and opinions on issues).

Hint

Revision Guide pages 4, 5, 8, 9

5

Practice assessment

5

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Research at least one marketing campaign related to the sale of guitars and accessories in the musical instruments market. You do not have to produce promotional materials. Note the title and rationale for the campaign. Describe the product and key selling points, and identify the needs of the target market.

Hint

Search online for costs relating to your chosen campaign and different kinds of advertising in the UK, e.g. television, newspaper and magazines, social media, radio, outdoor, leaflets. Research the timescale and stages involved in the campaign, and how the budget is allocated to the marketing activities.

Hint

Note the selection of media and the message communicated to the target market. This might use emotive words or appeal to a lifestyle to attract attention.

Hint


6

Practice assessment

6

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Describe different elements of the marketing mix applied to your chosen campaigns, e.g:

• product development: form, function, packaging, branding

• pricing strategies: penetration, skimming, competitor based, cost plus

• promotional advertising: public relations, sponsorship, social/other media, guerrilla, personal, product placement, digital marketing, corporate image

• place, distribution channels: direct to end users (mail/online/auction), retailers, wholesalers.

Hint

Note how the extended marketing mix is applied:

• people (e.g. quality of employees)

• physical environment (e.g. where customers buy or experience a service)

• process (e.g. customer service).

Hint

Be specific. The marketing mix is used differently depending on business characteristics, product, marketing message and stage of product life cycle (development and launch, growth, maturity, decline).

Watch out!

Revision Guide pages 1–9, 17, 21–33

7

Practice assessment

7

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Note the appropriateness of campaigns, e.g. supporting brand values, sustainability, flexibility to change, legal and ethical, relevance to goals and target market.

Hint

Revision Guide pages 4, 5, 19, 21–32

Research how marketing campaigns vary for different sizes and types of business and provide value for money.

Hint

Review your notes. Highlight key data you have identified in relation to the task brief on page 1.

Before moving on to answer activities make sure you know:

• SWOT: identifies internal and external factors that may present strengths, weaknesses, opportunities, or threats.

• PESTLE: identifies political, economic, social, technological, legal, and environmental factors that present opportunities or threats.

• Porter’s Five Forces: analyses competition and barriers to entry in an industry to determine potential for future profits: competitive rivalry, supplier power, buyer power, threat of substitution, threat of new entry.

• Product life cycle: development and launch, growth, maturity, decline.

Hint

8

Practice assessment

8

Revision taskYou must complete ALL activities.

You will need to refer to the further task information on pages 9–10 and your notes from the research and preparatory work undertaken on pages 1–7.

Activity 1Prepare the rationale for a marketing campaign for the launch of a new guitar accessory, Chordeasy. This should include:

• marketing aims and objectives• research data on the market, to include: o an analysis of your research, using appropriate tools o target market o size, structure and trends o competition• evaluation of the reliability and validity of the information researched• justification for your rationale.

Activity 2Based on your rationale from Activity 1, produce a plan for your marketing campaign for the new guitar accessory, Chordeasy. This should include an appropriate:

• marketing mix• marketing message• selection of media• campaign budget• timescale.

You must produce this plan in an appropriate format for Gary Mann, the owner of Gary’s Guitars and Musical Emporium.

In this revision task, as you answer Activities 1 and 2, you can refer to your research notes on specific details or data as outlined in the second hint on page 2.

For your actual assessment, ask your tutor or check the Pearson website to confirm whether you can take notes into your supervised assessment and if so, if there are any restrictions.

Details of assessment may change so always make sure you are up to date.

Watch out!

Read the activities carefully so you understand what is required of you. Divide your time equally when answering them. Pay attention to the focus of your marketing campaign, which is the launch of a new product – a guitar accessory, Chordeasy.

Hint


9

Practice assessment

9

Further information

The UK musical instrument market

In 1993, 45% of 5–14-year-olds could play a musical instrument and, by 2014, this figure had grown to 76%.

Between 1999 and 2014, the number of UK children who knew how to play an instrument increased by 35%.

During the same period, there was a 9% increase in the number of children taking instrument lessons both at school and privately, with an increase of 11% in private tuition overall.

In 2017, IBISWorld forecast that the retail sales revenue of musical instruments was expected to be just over £449 million at the end of 2018. This would result in profits of just over £18 million for the 1686 UK businesses who operate in this sector.

For 2017–2018, the four largest companies were estimated to generate just over a quarter (26.6%) of total industry revenue. Online businesses are able to compete with more traditional, established businesses with higher overheads, by selling products at lower prices. As a result, the volume of online sales has increased.

Guitars accounted for 14.3% of retail sales, with 9% of sales generated from the sale of musical accessories and other items.

The majority of the musical instruments market was reported to be made up of students and hobbyists. They generated around 61.5% of revenue.

In 2014, seven out of 10 children said they currently played a musical instrument and over 85% said that, at some time, they have played a musical instrument.

21% of young people said they played an instrument but have never had lessons. The ABRSM (Associate Board of the Royal Schools of Music) considered that these young people were learning through digital tools and that friends were teaching them.

Read the information carefully. Underline key data and features of the UK market, and behaviour that will inform your rationale and plan for your marketing campaign. Identify potential target markets.

Prepare

Use data from the information provided and from your research findings. If considering market trends, base them on figures over a number of years. Don’t make assumptions based on limited information.

Watch out!


10

Practice assessment

10

Gary’s Guitar and Music EmporiumGary’s Guitar and Music Emporium is a medium-sized independent retail store owned by Gary Mann. It is located close to a large university city. The business currently focuses mainly on sales of guitars, musical accessories such as amplifiers, and sheet music to new learners, hobbyists and part-time amateur performers. The business has been operating for 10 years and has recently extended its operations via online sales. Business premises include a showroom and offices, a small soundproof studio, and a rehearsal space.

Gary’s brother, Danny, has designed a digital guitar accessory, Chordeasy, which can be placed over the strings of a guitar and programmed to form the chords of a musical composition such as a song or instrumental. The person playing the guitar will only need to strum the strings of a guitar in order to play the composition.

Gary wishes to launch a marketing campaign that will focus on one particular segment of the market. He would like to attract more customers to the store and increase the probability of them making a purchase. The campaign should run for 12 to 16 weeks.

Promoting productsThe brothers consider that Chordeasy will encourage people to learn to play the guitar and give them confidence, over time, to remove the accessory and learn to play the chords themselves, thereby increasing the possibility of future guitar sales to both existing and new customers.

The campaign will focus on attracting a greater number of:

EITHER(a) those people who have never tried to learn to play the guitar

OR(b) those people who have previously tried to learn the guitar but have

given up.

The marketing budget for the campaign is £10 000.

What are guitar chords?Two or more notes sounding together are known as chords. Playing a guitar involves using the fingers of one hand to press down on the individual strings to make a chord shape and using the other hand to strum the strings and produce the music. Strumming is easy, however, producing chords and changing from one chord to another is difficult, and is the main reason why people give up trying to learn to play the guitar.

Chordeasy addresses the main reason why people stop trying to learn to play the guitar.

Read the information carefully. Underline key details of the business, product, timeline, budget and marketing campaign.

Hint

Plan a structured rationale for the marketing campaign for Activity 1 (page 8), e.g.

• marketing aims and objectives: e.g. USP, brand development, target markets, future plans for sustainability and growth

• research and analysis of key information on pages 9–10 and your own research

• evaluation of reliability of research information

• justification for rationale: e.g. research outcomes and branding, who it will attract and why.

Prepare

Create a marketing campaign plan in an appropriate format for Activity 2 (page 8), e.g.

• marketing mix, message, media: draw on analysis of research data and target market from Activity 1

• campaign budget: show costs, responsibility, ways to monitor plans.

• timescale: show events using a table/Gantt chart for example, deciding how long objectives take to achieve.

Prepare

Revision Guide pages 40, 42

11

Practice assessment

11

Activity 1Prepare the rationale for a marketing campaign for the launch of a new guitar accessory, Chordeasy. This should include:

• marketing aims and objectives• research data on the market, to include: o an analysis of your research, using appropriate tools o target market o size, structure and trends o competition• evaluation of the reliability and validity of the information researched• justification for your rationale.

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Your rationale should be well written, with a logical structure. Use a variety of relevant marketing principles and concepts and relevant terminology.

Hint

Use SMART aims and objectives: specific, measurable, achievable, realistic, time-bound. Consider how many objectives are achievable.

• An aim is an overall goal, e.g. ‘To increase market share locally by 20% over five years.’

• Objectives are smaller goals to meet the aim, e.g. ‘To increase brand awareness of Chordeasy in the target market by achieving a 25% recognition factor of the brand.’ Provide a rationale for each objective.

Hint

• Analyse by using appropriate tools to identify key trends and relationships in data to use in your rationale.

• Evaluate the reliability and validity of research by considering strengths and weaknesses of data, with a supported conclusion.

• Justify by using a logically consistent statement that supports your rationale.

LEARN IT!

Revision Guide pages 1–3, 18

12

Practice assessment

12

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In relation to your aims and objectives, analyse the data on the market, referring to the information provided on pages 9–10 and your own research. Consider the target market, size, structure and trends.

Hint

Support your choice of target market with relevant data and explanations in your rationale, e.g. a main focus on students and hobbyists, as learners. Your target market must clearly link to the plan for the marketing campaign in Activity 2.

Hint

Use appropriate analytical tools, e.g. SWOT, PESTLE, Porter’s Five Forces, the product life cycle. Include a mix of secondary, primary, quantitative and qualitative data (see pages 1, 7). You could use graphs to display quantitative data.

Hint

Marketing campaigns have different priorities depending on stages in the product life cycle. Launching a new product may involve a different promotional mix to that of an established product.

Hint

Revision Guide pages 10–16, 37–41

13

Practice assessment

13

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Market size can be determined in different ways, e.g. relating to number and size of firms, number of consumers and disposable income, retail sales (pounds) and volume (number of products sold).

LEARN IT!

Trends relate to how particular features increase or decrease, or changes in target market, over a number of years (e.g. sales and market size, relative size of different consumer groups). Percentages are useful to identify and present trends.

LEARN IT!

Determine the effect of trends on future business plans and take account of this in your rationale. For example, an increasing market of young adults would affect your promotion choices.

Hint

Competition includes other competitors in the market, and other similar products in the market aimed at the same target group. Use the data you researched (see pages 2–7).

Hint

Revision Guide pages 10–16, 37–41

14

Practice assessment

14

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When analysing and taking into account research data in your rationale for the marketing campaign, evaluate the reliability and validity of the information researched.

Hint

Secondary data from sources including government departments, professional bodies, trade organisations and reputable business websites, is likely to be reliable and valid. When evaluating primary data from your own research, identify potential problems in reliability (e.g. sample size, characteristics of the sample).

Hint

Link the justification of the rationale for the marketing campaign to your marketing objectives, supported by the analytical models used (e.g. SWOT, PESTLE, Porter’s Five Forces, the product life cycle).

Hint

Sometimes data can be reliable (relating to a specific period of time) but out-of-date and unreliable in the context of a marketing campaign.

Watch out!

Revision Guide pages 13–16, 34, 41

15

Practice assessment

15

Activity 2Based on your rationale from Activity 1, you must produce a plan for your marketing campaign for the new guitar accessory, Chordeasy. This should include an appropriate:

• marketing mix• marketing message• selection of media• campaign budget• timescale.You must produce this plan in an appropriate format for Gary Mann, the owner of Gary’s Guitars and Musical Emporium.

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Focus your plan for the marketing campaign on the marketing mix (see page 6) and the campaign budget, which the marketing message, media used and timescale will support. These should aid your marketing objectives.

Hint

Consider the extended marketing mix: people, physical environment and process (see page 6). Relate these to the context of the campaign.

Hint

The marketing message should be a clear, short statement which captures the USP, key features and benefits of the product to the target market. Consider how Chordeasy can easily enable playing the guitar.

Hint

Use a professional format for presenting your plan. It could include separate sections, a chart (e.g. a Gantt chart) or a table.

Hint

Use appropriate marketing terminology and proofread your plan to make sure you have communicated your ideas clearly.

Watch out!

Revision Guide pages 21, 27–29, 31–33, 42, 43

16

Practice assessment

16

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Your selection of media will be primarily dependent on the campaign budget. Television advertisements can cost thousands of pounds which may be unrealistic in terms of spend, depending on the context of the campaign. The use of video in an online marketing campaign could be more cost-effective.

Hint

Consider different types of media such as posters at music venues, pop-up stalls at festivals, and endorsements from popular bands.

Hint

Social media and online sales are becoming a central feature of many marketing campaigns. Consider the creative ways businesses use these channels to promote products. Remember that the same marketing principles apply. The use of social media should still take account of the characteristics of the target group and how they use different types of social media.

Explore


17

Practice assessment

17

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Decide how much of the campaign budget should be allocated to each planned marketing activity. Use quantitative data (figures in either percentage allocated or monetary terms) to show the costs of each of your planned marketing activities. When you have allocated money for each marketing objective, you can then plan your weekly or monthly marketing activities for each of the objectives.

Hint

Not all marketing activities involve actual financial costs. However, it is sometimes useful for owners of small businesses to take account of additional in-house marketing activities carried out by themselves or their employees. These could be included in the marketing plan.

Hint

Identify the contribution of each activity to the marketing campaign, e.g. the planned additional sales generated from a specific marketing activity.

Hint

Make sure you use the budget specified in the further information (page 10).

Watch out!


18

Practice assessment

18

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Plan an appropriate timescale for your campaign. Each marketing activity should have a specific start date and end date, and be realistic.

Hint

Identify any support that will be required to implement a particular activity. For example, a short video may require engaging a specialist company. This should be accounted for in the plan, timescale and budget.

Hint

Make sure your plan fits the timescales given in the further information (page 10).

Watch out!

Revision Guide page 30

END OF REVISION TASK

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Practice assessment

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Practice assessment 2Revision task brief

You have been asked to develop a marketing campaign for a vegetarian ready meal producer, Vanita’s Veggie Foods Ltd.

The business owner wants to respond to an increased demand for vegetarian meals containing no meat or fish.

You are required to independently research the market for vegetarian ready meals in the UK food industry.

Your research should include primary and secondary data relating to:

• competitors• market size, share and structure• target market• trends• external influences.

You should research at least one marketing campaign related to the sale of vegetarian ready meals in the UK food industry. You may wish to consider researching weekly/monthly marketing journals, marketing and/or advertising agency websites, business consultancies, and more general business sources.

Your research should include:

• costs• timescales• media used• message communicated• marketing mix• appropriateness of the campaign.

You should take into consideration the validity and reliability of the data that you collect.

You do not have to produce the promotional materials.

Read the task brief carefully, underlining key areas such as:

• the business

• what the business owner wants to do

• the bullet points you need to research for market data using primary and secondary research methods

• the bullet points you need to research into related marketing campaigns.

Prepare

Find out as much as possible from reliable sources for your research. To revise primary and secondary research, qualitative and quantitative research, the marketing mix and extended marketing mix, see page 1.

Hint

Use relevant and appropriate marketing terminology in your research notes, e.g. marketing strategy, research activities, target markets, customers, consumers.

Hint

Note sources for the data you research. You need to show they are reliable and valid.

Watch out!

Revision Guide pages 9–15, 21, 27, 35–36

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Practice assessment

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Prepare short notes on your research findings.

• You may use six sides of notes as you answer Activities 1 and 2 (page 8), to provide specific details or data.

• Include facts and figures relating to organisations, e.g. the products they offer and ways they use the marketing mix in their promotional campaigns.

• Your notes should not include any analysis, evaluation or promotional plans.

Hint

Make notes on a range of competitors. Review key players in the retail food market such as large multinationals (e.g. Unilever), major supermarkets producing their own range of ready meals (e.g. Tesco), specialist independent producers (e.g. Oakhouse Foods), vegetarian ready meal ranges (e.g. Linda McCartney Foods).

Hint

Research examples of ready meal product ranges from independent retailers, and note any unique features in their marketing campaigns. Consider the factors they use, other than price, to attract their target consumer group. Note creative ways to spread the brand image, e.g. social media, viral marketing.

Explore

Revision Guide pages 4, 5, 35

Documents

REVIS PRACTICE ASSESSMENTS Plus Business · media will play a key part in the campaign linked to positive reviews and endorsements in lifestyle magazines (promotion)€ the product