14 marks
Read the following extracts (E to G) (opens in a new tab) before answering
Explain how Pfizer could benefit from using a price skimming strategy
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Marketing Mix & Strategy (Edexcel A Level Business): Exam Questions
Exam code: 9BS0
4 hours25 questions
24 marks
Read the following extracts (A to D) (opens in a new tab) before answering
Using Extracts B and C, explain one way in which Hot Chip could change elements of its design mix to reflect eating behaviours at fast food restaurants
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34 marks
Read the following extracts (A to C) (opens in a new tab) before answering
Using the data from Extract A and your knowledge of the product life cycle, explain one way in which the marketing of music streaming might be different in 2010 compared to 2019
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44 marks
Read the following extracts (A to D) (opens in a new tab) before answering
In 2006, Mumtaz launched a new range of Halal baby food, which includes individual sachets of pureed spiced meals. It uses a cost-plus pricing method
Fixed costs associated with the manufacture of these sachets are £16,000 per month and variable costs are £0.24 per sachet. Mumtaz produces and sells 40,000 sachets per month at an average selling price of £0.99
Calculate the percentage mark up on Mumtaz's sachets of Halal baby food
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54 marks
Read the following extracts (A to B) (opens in a new tab) and Extract C below before answering.
Between 2019 and 2020, Tended Ltd's volume share of the fitness, activity and sports trackers market was estimated to grow from 1.9% to 2.2%, largely as a result of a successful social media promotional campaign
Calculate the percentage difference in the volume of Tended Ltd's sales between 2019 and 2020
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64 marks
Read the following extracts (E to G) (opens in a new tab) before answering
Explain one suitable method The Wonky Table could use to promote its external catering service to local businesses
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74 marks
Extract A
Braemore Audio Ltd
Braemore Audio Ltd is a small UK manufacturer founded in 2016 that makes over-ear headphones for recording musicians and sound engineers. It produces around 4,000 pairs a year at a workshop in Fife.
Its flagship model sells for £420. Mass-market headphones from large electronics brands typically sell for between £60 and £150.
Every pair is assembled by hand and comes with replaceable ear cushions, a repair service and a ten-year warranty, so a damaged set can be restored rather than replaced. The headphones are sold only through specialist music shops and Braemore's own website, never through supermarkets or general electrical retailers.
Braemore does no television or billboard advertising. Instead it lends equipment to recording studios and sponsors three small music festivals a year, relying on word of mouth among professional users.
Founder Aileen Cadogan said: "We are not trying to be the cheapest. Everything we do has to tell a musician that this is a serious piece of equipment they will keep for a decade."
Using Extract A, explain one way in which the elements of Braemore Audio Ltd's marketing mix work together to support its position as a specialist brand
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84 marks
Extract A
Voltra Ltd
Voltra Ltd manufactures electric bicycles in Coventry. When it launched in 2019 its bikes were sold under the plain name 'V-Cycle', with no logo and almost no marketing.
In 2024 the business rebranded as Voltra. It introduced a distinctive orange frame badge, used one consistent name across every model, and promoted a five-year battery guarantee in all its advertising. Independent bike shops reported that customers began asking for Voltra bikes by name within months.
Voltra's average selling price rose from £1,250 to £1,690 over the same period.
Using the data in Extract A, calculate the change in Voltra Ltd's share of the UK electric bicycle market between 2023 and 2025. You are advised to show your working
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94 marks
Extract A
Selkie Swim Ltd
Selkie Swim Ltd designs and sells women's swimwear from a base in Cornwall. It reaches customers through three distribution channels: its own website, four national department stores, and around 90 independent boutiques.
The amount Selkie receives per swimsuit differs by channel, because department stores and boutiques each take a share of the final selling price.
Selkie's founder wants to grow website sales, but recognises that department stores put the brand in front of shoppers who have never heard of it.
Using the data in Extract A, calculate the percentage of Selkie Swim Ltd's total revenue in 2025 that came from its own website. You are advised to show your working
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104 marks
Extract A
Oakfold Garden Centres Ltd
Oakfold Garden Centres Ltd runs six garden centres across the Midlands. In 2023 it launched Oakfold Club, a paid membership costing £25 a year.
Members receive 10% off plants, free hot drinks in the café, early access to seasonal stock and invitations to evening gardening workshops. The scheme now has 18,000 members.
Oakfold's own figures show that members visit an average of nine times a year, compared with twice a year for non-members, and spend 40% more per visit. Around 84% of members renew at the end of the year.
Managing Director Tom Beresford said: "The discount is not really the point. Members come because the workshops and the coffee make Oakfold somewhere they choose to spend a Saturday, not just somewhere they buy compost."
Using Extract A, explain one way in which Oakfold Club helps Oakfold Garden Centres Ltd to develop customer loyalty
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110 marks
Read the following extracts (A to D) (opens in a new tab) before answering
Assess the consequences to a business, such as Spirit Airlines, of only selling its tickets online
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28 marks
Read the following extracts (A to C) (opens in a new tab) before answering
Assess two likely benefits to Jack’s if it only advertises locally using leaflets
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312 marks
Read the following extracts (A to C) (opens in a new tab) before answering
Bon Bon’s has identified ‘Traffic Light Lollies’ as being a ‘dog’ in its product portfolio
Assess the possible consequences for Bon Bon’s continuing to sell ‘Traffic Light Lollies’
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48 marks
Read the following extracts (A to D) (opens in a new tab) before answering
Using the data in Extract A, assess two benefits of branding for a chocolate manufacturer, such as Mars UK Ltd
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510 marks
Read the following extracts (A to D) (opens in a new tab) before answering
Mark Maitland, Media and Entertainment Leader at PwC UK, suggested cinemas might make more use of opportunities to add value, such as providing luxury seats
Assess whether providing luxury seats is the best way for cinemas to increase added value
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612 marks
Read the following extracts (A to C) (opens in a new tab) before answering
Assess the likely importance of distribution (place) in Rolex’s marketing mix
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78 marks
Read the following extracts (E to H) (opens in a new tab) before answering
Assess two pricing strategies Richard could use at Northfield Cycles
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810 marks
Read Extracts A to C (opens in a new tab) before answering
Assess the likely importance of emotional branding to Deliveroo
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910 marks
Extract A
GreenBite Ltd
GreenBite Ltd is a UK-based food manufacturing business that produces chilled plant-based meals for the mass market. The business sells its products through major UK supermarkets and directly to consumers via its own online ordering platform. GreenBite positions itself as a convenient and affordable alternative to eating out, targeting customers who want quick meal options without cooking from scratch.
GreenBite’s management team is analysing how changes in household income have affected demand for its online products. During 2023, food price inflation remained high and many households looked for cheaper alternatives to eating out, including ready-made meals purchased online.
Extract B
Working at GreenBite’s production site
GreenBite employs 220 workers at its main production facility. Most employees work on food preparation, packaging and quality checks. Jobs are clearly defined and production follows a set process to ensure food safety standards are met.
Employees are paid an hourly wage, with the opportunity to earn a monthly bonus if production targets are met and wastage is reduced. Training is provided when new equipment is introduced, but promotion opportunities are limited because the business has a relatively flat organisational structure.
GreenBite also offers flexible shift patterns, which are popular with employees who have caring responsibilities. Staff surveys suggest that while pay is important, many employees also value job security and predictable working hours.
Extract C
Marketing GreenBite products
GreenBite’s marketing focuses on health, convenience and sustainability. Its packaging uses simple designs and clearly displays nutritional information. The business has invested heavily in digital marketing, including social media advertising and partnerships with food bloggers.
In 2023, GreenBite launched a new marketing campaign based around the idea of “easy everyday choices”. The campaign aimed to attract customers who were not fully committed to plant-based diets but wanted to reduce their meat consumption.
Market research showed that brand awareness increased from 18% to 26% following the campaign. However, some customers continued to view GreenBite meals as more expensive than supermarket own-brand alternatives.
Assess the likely importance of GreenBite’s “easy everyday choices” marketing campaign to the business
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1010 marks
Read extracts A to D before answering
Extract A
UK chocolate and sugar confectionery market data (2020-2024)
The UK market has grown in value from £5.24bn (2020) to £6.78bn (2024), but volume sales fell from 620 million kg to 590 million kg. Value growth reflects price rises, not increased demand. Average price per kg rose 36% since 2020, driven by commodity inflation and supply chain disruptions in 2022-23.
Volume decline was most pronounced in sugar confectionery due to health concerns. Premium and dark chocolate outperformed milk chocolate.
Source: adapted from Kantar Worldpanel UK Confectionery Report 2024
Extract B
Mondelez to close Cadbury factory in Ireland with loss of 400 jobs
Mondelez International will close its Cadbury facility in Rathmore, Ireland, with 400 job losses. The 50-year-old factory produces Cadbury Dairy Milk bars and seasonal products for UK and Irish markets.
The company cited changing consumer preferences, overcapacity in its European network, and efficiency needs. Production will consolidate into larger Birmingham and Poland facilities where Mondelez has invested in automation.
"This was an incredibly difficult decision," said a Mondelez spokesperson. "We must adapt our manufacturing footprint to remain competitive." Unions and politicians criticised the closure.
Industry experts note this reflects broader rationalisation. Similar Nestlé and Mars closures across Europe show companies seeking economies of scale while responding to declining volumes in mature markets.
Source: adapted from BBC News, The Irish Times, Food Manufacture (January 2025)
Extract C
The rise of functional and better-for-you confectionery
Consumer preferences are shifting towards products with functional benefits or health credentials. Research shows 42% of UK consumers seek reduced-sugar confectionery, while 38% want products fortified with vitamins or protein.
Major brands have launched lower-sugar variants using alternative sweeteners or reduced portions. Start-ups offer protein-enriched chocolate, sugar-free sweets, and vegan chocolate made with oat or coconut alternatives.
These products command 30-50% price premiums. However, taste remains the primary purchase driver, and reformulated products must deliver on flavour.
Mintel predicts functional and better-for-you products will reach 15-18% of the UK market by 2028, up from 8% in 2024. Success requires balancing health credentials with taste while managing costs.
Source: adapted from Mintel UK Confectionery Market Report 2024
Extract D
UK sugar tax extended to confectionery sector
The UK government announced plans to extend sugar taxation beyond soft drinks to include confectionery, targeting childhood obesity. The proposed levy, effective April 2027, will apply to chocolate, sugar confectionery, and sweet biscuits containing over 5g sugar per 100g.
Products will be categorised into two bands:
Band 1: 5-10g sugar per 100g - 18p levy per 100g
Band 2: Over 10g sugar per 100g - 24p levy per 100g
The government estimates the tax could raise £500m annually for children's health programmes. Public health organisations welcomed the move, citing links between sugar consumption and obesity, diabetes, and dental problems.
The confectionery industry strongly criticised the proposals. The Food and Drink Federation warns the levy will disproportionately impact smaller manufacturers lacking reformulation resources. Major manufacturers will likely pass costs to consumers through higher prices, potentially reducing demand and causing job losses.
Retailers are concerned about administrative burdens and sales impact. Trade unions fear job losses if the tax leads to factory closures or overseas production shifts.
Source: adapted from UK Government press release, The Guardian, Food Manufacture (December 2024)
Assess the impact on small independent confectionery businesses of one trend in consumer preferences discussed in Extract C
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1110 marks
Extract A
Global smartphone shipments (millions)
(Source: adapted from https://www.counterpointresearch.com/global-smartphone-share/)
Extract B
Samsung Galaxy S23 launch
At a Galaxy launch event, Dr Kye, the head of Samsung's mobile business said: 'We intend to focus on the premium segment in developed markets, as well as some of the countries where we are seeing solid growth,' and added the company had seen a 'noticeable shift' to luxury models in developing markets.
Samsung's renewed focus on high-end phones comes as it struggles to compete with lower priced Chinese rivals in the low-to-mid-range smartphone market. The new S23 models feature advanced camera improvements and longer battery life. Premium-focused Apple has enjoyed record revenues from its IOS software, partly due to the appearance of its apps.
Samsung aims to achieve higher average selling prices with the S23 and other premium phones that have foldable screens. The new S23 Ultra with 1 terabyte of storage is priced at more than $1 600 in the USA, higher than competitors.
Samsung hopes the launch of a specially designed foldable phone for Chinese consumers will help it regain market share. It has experienced early success in the niche market for foldable phones, where Samsung has a technology advantage. Competition in the relatively new segment is expected to intensify when Chinese rivals, such as Huawei, enter the market. In this dynamic market, the next development is predicted to be phones with two folds for a wider screen.
(Source: adapted from Copyright The Financial Times Limited 2023. All rights reserved.)
Extract C
Leadership at Apple and Huawei
Tim Cook has held many positions at Apple and became CEO in 2011. His leadership style lets the talents of everyone at Apple contribute to the company's success. He keeps an open mind, considers his options, and convinces other people to follow his lead. As a result of Cook's leadership style, members of his team often report feeling more involved in decision-making, encouraged to express their thoughts without fear, and rewarded for providing creative insights.
Huawei's Chief Executive Ren Zhengfei's military experience shaped its culture, emphasising well-defined goals, employee devotion, and obedience. Employees are offered competitive pay and there is a high uptake of share options by staff. Ren adopts a long-term perspective that can support motivated, productive, and loyal employees.
(Source: adapted from https://financhill.com/blog/investing/tim-cook-leadership-style and https://www.ft.com/content/1e37ea95-d402-4dc4-91fb-08d5d70ae8ac)
Assess the importance of function in the design mix of Samsung's smartphones
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1212 marks
Extract A
Global smartphone shipments (millions)
(Source: adapted from https://www.counterpointresearch.com/global-smartphone-share/)
Extract B
Samsung Galaxy S23 launch
At a Galaxy launch event, Dr Kye, the head of Samsung's mobile business said: 'We intend to focus on the premium segment in developed markets, as well as some of the countries where we are seeing solid growth,' and added the company had seen a 'noticeable shift' to luxury models in developing markets.
Samsung's renewed focus on high-end phones comes as it struggles to compete with lower priced Chinese rivals in the low-to-mid-range smartphone market. The new S23 models feature advanced camera improvements and longer battery life. Premium-focused Apple has enjoyed record revenues from its IOS software, partly due to the appearance of its apps.
Samsung aims to achieve higher average selling prices with the S23 and other premium phones that have foldable screens. The new S23 Ultra with 1 terabyte of storage is priced at more than $1 600 in the USA, higher than competitors.
Samsung hopes the launch of a specially designed foldable phone for Chinese consumers will help it regain market share. It has experienced early success in the niche market for foldable phones, where Samsung has a technology advantage. Competition in the relatively new segment is expected to intensify when Chinese rivals, such as Huawei, enter the market. In this dynamic market, the next development is predicted to be phones with two folds for a wider screen.
(Source: adapted from Copyright The Financial Times Limited 2023. All rights reserved.)
Extract C
Leadership at Apple and Huawei
Tim Cook has held many positions at Apple and became CEO in 2011. His leadership style lets the talents of everyone at Apple contribute to the company's success. He keeps an open mind, considers his options, and convinces other people to follow his lead. As a result of Cook's leadership style, members of his team often report feeling more involved in decision-making, encouraged to express their thoughts without fear, and rewarded for providing creative insights.
Huawei's Chief Executive Ren Zhengfei's military experience shaped its culture, emphasising well-defined goals, employee devotion, and obedience. Employees are offered competitive pay and there is a high uptake of share options by staff. Ren adopts a long-term perspective that can support motivated, productive, and loyal employees.
(Source: adapted from https://financhill.com/blog/investing/tim-cook-leadership-style and https://www.ft.com/content/1e37ea95-d402-4dc4-91fb-08d5d70ae8ac)
Assess the likely usefulness of price skimming to Samsung's pricing strategy
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120 marks
Read the following extracts (A to C) (opens in a new tab) before answering
Spotify is aiming to extend the product life cycle of its music streaming business. Spotify could either focus on marketing strategies in existing markets, such as Europe and the USA, or expand into emerging markets, such as those in Asia
Evaluate these two options and recommend which one is most suitable for Spotify to extend the product life cycle of its music streaming business
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220 marks
Read the following extracts (E to H) (opens in a new tab) before answering
For long-haul flights to the Americas, Ryanair and Air Europa could use competitive pricing or a penetration pricing strategy to maximise profit
Evaluate these two pricing strategies and recommend which one should be used by Ryanair and Air Europa to maximise profit
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320 marks
Read the following extracts (A to C) (opens in a new tab) before answering
Bon Bon’s is currently a business to business (B2B) company with an objective to increase profitability. To do this, Bon Bon’s could either increase sales as a B2B company, or become a business-to-customer (B2C) company
Evaluate these two options and recommend which one is more likely to improve Bon Bon’s profitability
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