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Title: Edexcel as level business question paper 1 june 2024 + mark scheme
Description: Mark Scheme (Results) Summer 2024 Pearson Edexcel GCE AS Level In Business (8BS0) Paper 01 Marketing and People
Description: Mark Scheme (Results) Summer 2024 Pearson Edexcel GCE AS Level In Business (8BS0) Paper 01 Marketing and People
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Edexcel as level
business question
paper 1 june 2024 +
mark scheme
Please check the examination details below before entering your candidate information
Candidate surname
Centre Number
Other names
Candidate Number
Pearson Edexcel Level 3 GCE
Friday 17 May 2024
Morning (Time: 1 hour 30 minutes)
Paper
reference
Business
8BS0/01
Advanced Subsidiary
PAPER 1: Marketing and People
You must have:
Source Booklet (enclosed)
Total Marks
Instructions
Use black ink or ball-point pen
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Answer all questions
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Information
The total mark for this paper is 80
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• You may use a calculator
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Try to answer every question
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P75849A
©2024 Pearson Education Ltd
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Write your answers in the spaces provided
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(c) Using the information in Extract A, calculate the income elasticity of demand for
oat milk
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your working
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(e) Assess two factors which could affect the income elasticity of demand for
Oatly’s products
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(Total for Question 1 = 30 marks)
TOTAL FOR SECTION A = 30 MARKS
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SECTION B
Read Extract B in the Source Booklet before answering Question 2
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2 (a) What is meant by product portfolio?
(2)
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(b) What is meant by market share?
(2)
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(c) Explain one benefit to HECK! of being a private limited company
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(e) Assess two entrepreneurial roles demonstrated by Jamie Keeble that may have
been important to the success of HECK!
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(Total for Question 2 = 30 marks)
TOTAL FOR SECTION B = 30 MARKS
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Write your answer in the space provided
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To increase sales in the competitive retail environment, Boohoo could
open further Debenhams Beauty physical stores around the UK or focus on increasing
its online sales
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SECTION C
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P75849A
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Extract A
One in three people in the UK drink plant-based milk
In 2020, UK shoppers spent £394m on plant-based milks, made from oats, almonds or
soya from brands such as Alpro and Oatly
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”
5
Oat milk has risen in popularity, with sales increasing from £74m in 2019 to £146m in
2020, overtaking sales of almond milk
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It sells a variety of oat milk which can be foamed
for use in coffee drinks, such as cappuccinos, making it the most popular alternative to
cow’s milk for many coffee drinkers
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Rising incomes could be
a factor in the change in demand for cow’s milk, although it is still the market leader,
with sales of over £3bn
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31% increase
from 2019
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theguardian
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Extract B
HECK! plans £3
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Jamie says the private limited company is “one of the last independent businesses
in the UK sausage industry, and our great taste and hands-on approach has made it the
number one brand
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Jamie added, “The UK is the biggest snacking market in Europe, with 37% of young
people saying they snack instead of having a proper meal
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This new addition
to the company’s product portfolio is a mini cooked version of its most popular sausages,
packaged in portable pots for the growing ‘grab and go’ market
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5m expansion will enable HECK! to grow its own herbs and vegetables at
its North Yorkshire site
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5
10
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(Source: adapted from https://www
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co
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heck-food-plans-3-5m-expansion-turn-100m-2025/)
P75849A
3
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SECTION C
Read Extract C before answering Question 3
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The new owners planned to create the
Debenhams Marketplace, providing fashion, beauty, sports and homeware products in a
one-stop online shop
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Debenhams already had 300 million UK website visits per year and
Boohoo hopes the launch of the Debenhams Marketplace will build on this
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10
Before its sale to Boohoo, Debenhams had been the second largest beauty retailer in the
UK with 6 million shoppers
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Some high-profile beauty brands, such as
Yves Saint Laurent and Chanel, previously stocked by Debenhams stores, had refused to
supply products unless there was a physical store to display them in
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enterprisetimes
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uk/2021/10/07/
boohoo-group-launches-debenhams-online-marketplace/)
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P75849A
Mark Scheme (Results)
Summer 2024
Pearson Edexcel GCE AS Level
In Business (8BS0)
Paper 01 Marketing and People
Edexcel and BTEC Qualifications
Edexcel and BTEC qualifications are awarded by Pearson, the UK’s largest awarding
body
...
For further information visit our
qualifications websites at www
...
com or www
...
co
...
Alternatively, you can
get in touch with us using the details on our contact us page at
www
...
com/contactus
...
Our aim is to help everyone
progress in their lives through education
...
We’ve been involved in education for
over 150 years, and by working across 70 countries, in 100 languages, we have built
an international reputation for our commitment to high standards and raising
achievement through innovation in education
...
pearson
...
Examiners
must mark the first candidate in exactly the same way as they
mark the last
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Candidates must be
rewarded for what they have shown they can do rather than
penalised for omissions
...
•
There is no ceiling on achievement
...
•
All the marks on the mark scheme are designed to be awarded
...
e
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Examiners should also be
prepared to award zero marks if the candidate’s response is not
worthy of credit according to the mark scheme
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•
When examiners are in doubt regarding the application of the
mark scheme to a candidate’s response, the team leader must
be consulted
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Question
Number
1(a)
Answer
Mark
Knowledge 2
Knowledge/understanding: of market research, e
...
•
Question
Number
1(b)
Collecting data (1) to enable the business to understand
customer needs and wants/through primary or secondary
methods (1)
Answer
(2)
Mark
Knowledge 2
Knowledge/understanding: demand, e
...
•
Question
Number
1(c)
The amount consumers are willing and able to buy (1)
at a particular price (1)
Answer
(2)
Mark
Knowledge 1, Application 3
Quantitative skills assessed:
QS1: Calculate, use and understand ratios, averages and
fractions
QS2: Calculate, use and understand percentages and percentage
changes
Knowledge: 1 mark for the formula
•
income elasticity of demand = % change in quantity
demanded/% change in income
Application: up to 3 marks
•
Calculate % change in quantity demanded
= (146m-74m)/74m) x 100
= 97
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30%/2
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12 (1)
NB: If the only answer given is 42
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If the
answer given is 42
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12% award 3 marks
(4)
Question
Number
1(d)
Answer
Mark
Knowledge 1, Application 2, Analysis 1
Knowledge/understanding: 1 mark for understanding
product life cycle e
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•
•
The product lifecycle illustrates sales of a product over its
lifetime/introduction, growth, maturity, decline (1)
OR
The growth stage of the product life cycle is when the
product gains popularity and sales start to increase (1)
Application: up to 2 marks for contextualised examples,
e
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•
Oat milk sales grew from £74m in 2019 to £146m in
2020
•
Oatly has invested in interesting and unusual
marketing
Analysis: 1 mark is available for explaining how marketing
decisions could be affected, e
...
•
The growth phase of the product lifecycle is supported
by increased investment in marketing
(4)
Question
Number
1(e)
Indicative content
Mark
Knowledge 2, Application 2, Analysis 2, Evaluation 2
•
Income elasticity of demand measures the
responsiveness of demand to a change in consumer
incomes
•
Oatly has a positive income elasticity of demand,
42
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•
Potential counterbalance
•
•
Level
Mark
0
Level 1
1–2
Level 2
3–5
Some consumers may view Oatly as a necessity,
rather than a luxury, as they may have an intolerance
to cow’s milk resulting in lower income elasticity of
demand
A carton of oat milk is likely to be a small proportion of
consumer income, so income elasticity of demand may
become more income inelastic
...
•
•
•
•
•
•
•
Level 3
6–8
(8)
•
•
•
•
Isolated elements of knowledge and understanding –
recall based
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Generic assertions may be presented
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Chains of reasoning are presented, showing cause(s)
and/or effect(s) but may be assertions or incomplete
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Supported throughout by use of the business
behaviour/context, though unlikely to show the
significance of competing arguments
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Logical chains of reasoning, showing cause(s) and/or
effect(s)
...
Supported throughout by relevant and effective use of
the business behaviour/context, and shows an
awareness of competing arguments/factors including
supported judgement
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This may not answer specific
questions which Oatly want answered, such as the
type of milk consumers use when making cappuccinos
Market research reports from Mintel can be expensive
and may also be out of date in this fast changing
market
...
•
Potential Counterbalance
•
•
Secondary market research can provide a large
amount of data quickly, which could allow Oatly to
make investment and marketing decisions more
quickly to keep up with trends
Primary market research can be time consuming,
which may result in information not being collected in
a timely manner so that Oatly can’t respond to rapid
changes in the dynamic market
...
However,
other oat milk producers, such as Alpro, may also have
access to the same information
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• Isolated elements of knowledge and understanding –
recall based
...
• Generic assertions may be presented
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• Which are applied to the business example
...
• A generic or superficial assessment is presented
...
• Analytical perspectives are presented, with developed
chains of reasoning, showing cause(s) and/or effect(s)
...
• Supported throughout by use of the business
behaviour/context, though unlikely to show the
significance of competing arguments
...
• A coherent and logical chain of reasoning, showing
cause(s) and/or effect(s)
...
• Supported throughout by relevant and effective use of
the business behaviour/context, and shows an
awareness of competing arguments/factors leading to
a supported judgement
...
g
...
g
...
g
...
Application: up to 2 marks for contextualised examples,
e
...
•
•
Jamie Keeble could sell shares to other member of his
family to raise the £3
...
Analysis: 1 mark is available for explaining a consequence,
e
...
•
If the business fails due to the investments being
unsuccessful the Keeble family would not lose any
personal assets, only the money invested in the
business
...
g
...
Application: up to 2 marks for contextualised examples,
e
...
•
•
Could help HECK! stand out from other branded
sausages like Wall’s and Richmond
Could differentiate its ‘grab and go’ snacks from other
snacks sold and Tesco
...
g
...
(4)
Question
Number
2(e)
Indicative content
Mark
Knowledge 2, Application 2, Analysis 2, Evaluation 2
•
Entrepreneurial roles (include two of the following):
creating and setting up a business; running a
business; expanding a business; innovation;
anticipating risk and uncertainty
...
This could reduce
costs and increase profit leading to greater success
...
5m in the expansion of
the North Yorkshire site could significantly increase
costs and may not lead to an increase in revenue
...
(8)
Level
Mark
0
Level 1
1–2
Level 2
3–5
Descriptor
• A completely inaccurate response
...
Weak or no relevant application to business examples
...
Accurate knowledge and understanding
...
An attempt at an assessment is presented using
quantitative and/or qualitative information
...
Accurate and thorough knowledge and understanding
...
Assessment is balanced, well contextualised, using
quantitative and/or qualitative information
...
Question
Number
2(f)
Indicative content
Mark
Knowledge 2, Application 2, Analysis 3, Evaluation 3
•
Market segmentation involves dividing a market into
groups based on similar characteristics, e
...
age,
gender, income, ethnicity, tastes
•
Dividing the market into groups based on age could
allow HECK! to develop sausages that appeal to each
group
...
For example,
promoting and selling Bangin’ Bites in high street
shops such as WHSmith, Boots and Tesco where the
younger customers may be more likely to shop for
snacks
...
This could
increase costs for the sausage manufacturer
...
HECK! may need to target other
market segments, such as different
ages/ethnicities/income groups, who also want snacks
on the go
...
(10)
Level
Level 1
Mark
0
1–2
Level 2
3–4
Level 3
5–6
Level 4
7–10
Descriptor
• A completely inaccurate response
...
• Weak or no relevant application to business examples
...
• Elements of knowledge and understanding
...
• Chains of reasoning are presented, but may be
assertions or incomplete
...
• Accurate and thorough knowledge and understanding
...
• An attempt at an assessment is presented using
quantitative and/or qualitative information
...
• Accurate and thorough knowledge and understanding
...
• Assessment is balanced and well contextualised, using
quantitative and/or qualitative information
...
Question
Number
3
Indicative content
Knowledge 4, Application 4, Analysis 6, Evaluation 6
Physical Stores
•
•
•
By opening more Debenhams physical stores, premium
brands such as Yves Saint Laurent and Chanel may be
willing to allow Debenhams to stock their make-up which
could lead to more customers visiting the stores to buy
eyeshadow or foundation that they cannot get in Boots or
Superdrug
Debenhams was the second largest beauty retailer in the
UK, this could be because providing a physical store
allowed customers to gain advice from sales assistants on
which skincare suits them best and try the makeup before
buying it, leading to increased customer satisfaction and
customers choosing Debenhams over Boots when
purchasing beauty products
A physical store could result in customers making impulse
buys while browsing the shelves which could be less likely
when shopping online at stores such as Sephora, this
could lead to an increase in revenue and market share for
Debenhams
...
This could be more
convenient than having to visit a physical store for makeup and then buying clothing separately online
...
Boohoo could keep these
existing online customers and gain more by providing a
wider range of beauty products on its website than it could
in a physical store
...
•
Mark
Potential recommendation
•
•
Beauty products such as skin care and make-up are
usually tailored to particular skin types so the ability for
customers to try before they buy or to gain advice from
trained sales assistants could be important
...
Debenhams’ physical stores could provide this, helping it
to compete against online beauty retailers, such as
Sephora and Cult Beauty
...
By Debenhams marketplace
providing a larger range and premium brands that other
retailers don’t offer, alongside its fashion and homeware
ranges it could appeal to more shoppers
...
• Isolated elements of knowledge and understanding
...
• An argument may be attempted, but will be generic
and fail to connect cause(s) and/or
consequence(s)/effect(s)
...
• Which are applied to the business example
...
Attempts to address the
question
...
• Accurate and thorough knowledge and understanding
...
• Uses developed chains of reasoning, so that cause(s)
and/or consequence(s)/effect(s) are complete,
showing an understanding of the question
...
• Quantitative and/or qualitative information are
introduced in an attempt to support judgements, a
partial awareness of the validity and/or significance of
competing arguments and may lead to a conclusion
...
• Supported throughout by use of relevant and effective
use of the business behaviour/context
...
Arguments are fully developed
...
A full awareness of the
validity and significance of competing
arguments/factors, leading to balanced comparisons,
judgements and an effective conclusion that proposes
a solution and/or recommendation(s)
...
Registered company number 872828
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Title: Edexcel as level business question paper 1 june 2024 + mark scheme
Description: Mark Scheme (Results) Summer 2024 Pearson Edexcel GCE AS Level In Business (8BS0) Paper 01 Marketing and People
Description: Mark Scheme (Results) Summer 2024 Pearson Edexcel GCE AS Level In Business (8BS0) Paper 01 Marketing and People