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Title: Edexcel a level business question paper 1 june 2024 + mark scheme
Description: Mark Scheme (Results) Summer 2024 Pearson Edexcel GCE A Level In Business (9BS0) Paper 01 Marketing, people and global businesses
Description: Mark Scheme (Results) Summer 2024 Pearson Edexcel GCE A Level In Business (9BS0) Paper 01 Marketing, people and global businesses
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Edexcel a 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
Tuesday 14 May 2024
Morning (Time: 2 hours)
Paper
reference
Business
9BS0/01
Advanced
PAPER 1: Marketing, people and global businesses
You must have:
Source Booklet (enclosed)
Total Marks
Instructions
Use black ink or ball-point pen
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There are two sections in this question paper
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the questions in the spaces provided
• Answer
– there may be more space than you need
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•
marks for each question are shown in brackets
• The
– use this as a guide as to how much time to spend on each question
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Advice
Read each question carefully before you start to answer it
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•
• Check your answers if you have time at the end
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F:1/1/1/1/1/
*P75855A0124*
Read the extracts (A to C) in the Source Booklet before answering Question 1
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State
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SECTION A
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Answer ALL questions
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(b) Explain one way Samsung could use market mapping
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(d) Assess the likely usefulness of price skimming to Samsung’s pricing strategy
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Dr Kye is deciding the best approach in order to
drive Samsung’s future success, and is considering a broadly democratic or broadly
paternalistic leadership style
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TOTAL FOR SECTION A = 50 MARKS
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SECTION B
Read the extracts (D to G) in the Source Booklet before answering Question 2
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customers, with their payment charged in pounds (£)
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(b) Using the information in Extract E, calculate the price elasticity of demand for
Netflix in India between 2019 and 2022
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(d) Assess the importance of political influence as a factor in controlling multinational
TV streaming services in India
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To increase its market share in India, Netflix could adapt its marketing mix
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P75855A
©2024 Pearson Education Ltd
...
Extract A
Global smartphone shipments in millions
2021
2022
2022
2022
2022
Q4
Q1
Q2
Q3
Q4
Apple
81
...
0
46
...
2
70
...
2
74
...
5
64
...
3
Xiaomi
45
...
0
39
...
5
33
...
9
30
...
2
29
...
6
Vivo
29
...
8
25
...
0
23
...
7
98
...
3
92
...
4
Total market
371
...
3
294
...
9
303
...
counterpointresearch
...
5
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
...
Premium-focused Apple has enjoyed record revenues from its IOS software, partly
due to the appearance of its apps
...
The new S23 Ultra with 1 terabyte of storage is priced
at more than $1 600 in the USA, higher than competitors
...
It has experienced early success in the niche
market for foldable phones, where Samsung has a technology advantage
...
In this dynamic market, the next development is predicted to be
phones with two folds for a wider screen
...
All rights reserved
...
His leadership style
lets the talents of everyone at Apple contribute to the company’s success
...
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
...
Employees are
offered competitive pay and there is a high uptake of share options by staff
...
5
10
(Source: adapted from https://financhill
...
ft
...
Extract D
BT Sport agrees joint venture with Discovery Eurosport
On September 1, 2022, BT Group and Discovery Eurosport announced completion of
their 50:50 joint venture
...
The joint venture would combine a wide catalogue of sports broadcast rights
...
In 2022 BT Sport had 4 million subscribers, while Eurosport had approximately
157 million subscribers
...
Eurosport was €5
...
After the joint
venture the price for both channels is £29
...
Eurosport is already owned by the Discovery channel group, so BT’s decision to form a
joint venture makes sense for both businesses
...
It sees sports as a way to differentiate itself from competitors,
such as Disney and Netflix that don’t currently offer sports coverage
...
All rights reserved
...
35 million subscribers
...
5 million, an increase of 175%
...
All rights reserved
...
This
requires businesses to exercise ‘due caution and discretion’ when showing content that
may threaten India’s security or be detrimental to the country’s foreign relations
...
The code requires businesses such as Netflix to improve the
accessibility of content to persons with disabilities, and requires parental controls to limit
children’s access to content aimed at older viewers
...
5
10
(Source: adapted from Copyright The Financial Times Limited 2023
...
and https://www
...
com/india-news/govt-mulls-code-of-ethics-what-ottplatforms-may-have-to-follow-101614147645811
...
“We’re quite
optimistic that India isn’t fundamentally different in some way from our other markets,”
said Greg Peters, Netflix’s Chief Operating Officer
...
Amazon Prime Video
has been faster to offer more content in regional languages
...
Disney+ has catered more successfully to a mass-market audience
...
10
(Source: adapted from Copyright The Financial Times Limited 2023
...
and https://www
...
com/india-news/govt-mulls-code-of-ethics-what-ottplatforms-may-have-to-follow-101614147645811
...
We provide a wide range of qualifications including academic, vocational,
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edexcel
...
Pearson: helping people progress, everywhere
Pearson aspires to be the world’s leading learning company
...
We believe in every kind of learning, for all
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...
Find out more about how we can help
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com/uk
Summer 2024
Question Paper Log Number P75855A
Publications Code 9BS0_01_2406_MS
All the material in this publication is copyright
© Pearson Education Ltd 2024
General Marking Guidance
•
All candidates must receive the same treatment
...
•
Mark schemes should be applied positively
...
•
Examiners should mark according to the mark scheme not
according to their perception of where the grade boundaries may
lie
...
All marks on the mark
scheme should be used appropriately
...
Examiners should always award full marks if deserved, i
...
if the
answer matches the mark scheme
...
•
Where some judgement is required, mark schemes will provide
the principles by which marks will be awarded and
exemplification may be limited
...
•
Crossed out work should be marked UNLESS the candidate has
replaced it with an alternative response
...
2/371
...
62%
• Market share of global shipments in Q4 2022 =
58
...
9 x 100 = 19
...
18 – 18
...
56%
Question
Number
1(b)
NB: if the only answer given is 0
...
56% award 4
marks
...
6 award 3 marks
(4)
Answer
Mark
Knowledge 1, Application 2, Analysis 1
Knowledge/understanding: 1 mark for knowledge of
market mapping e
...
• Market mapping is the use of a grid to show two
features of a market, such as price and quality
or
• For showing knowledge of how a market map could be
used e
...
identify competitors
Application: up to 2 marks for e
...
• Samsung sells premium phones at up to $1 600 each
• Chinese competitors are selling at mid-to-low end of
the market
Analysis: 1 mark for e
...
• Market mapping helps Samsung to identify a gap in
the market for future product launches, such as a twofold phone, which may help it gain market share
...
Potential counterbalance
• Aesthetics are more important because competitors
such as Apple have had success from developing
software that looks good to the customer
• Foldability of phones could be a growth area, which is
part of the aesthetic and makes the appearance more
attractive
• Chinese competitors, such as Huawei, may gain an
advantage from a focus on economic
manufacture/cost, which supports their entry into the
budget/mid-range phone market
...
• Focusing more on aesthetics, rather than function,
could help Samsung to differentiate itself from cheaper
Chinese rivals such as Huawei, that seem to be
focusing more on the cost aspect of the design mix
...
1–2
•
Isolated elements of knowledge and understanding –
recall based
...
Generic assertions may be presented
...
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)
...
Accurate and thorough knowledge and understanding
...
Assessment is balanced and well contextualised,
using quantitative and/or qualitative information
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
...
This could potentially increase Samsung’s revenues
• Price skimming tends to be appropriate for a wellestablished, well-known business, with an innovative
product
...
Potential counterbalance
• Price skimming only works for products that customers see
as new and different, otherwise these customers will not
be prepared to pay the high initial price
...
As competitors such as Apple develop their own
similar phones, the price customers are prepared to pay is
likely to fall due to the increased choice
• An alternative pricing strategy, such as penetration
pricing, might be more appropriate for Samsung
...
Potential judgement
• Price skimming is often a feature of dynamic markets,
such as consumer electronics, which includes smart
• phones
...
Customers may feel that the innovations,
such as high-performance cameras, justify the price
...
Given this choice, higher prices from
Samsung may not be appropriate
...
(12)
Level
Mark
Descriptor
0
•
Level 1
1–2
• Isolated elements of knowledge and understanding –
recall based
...
• Generic assertions may be presented
...
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, wide ranging and well
contextualised, using quantitative and/or qualitative
information
...
Question
Number
1(e)
Indicative content
Knowledge 4, Application 4, Analysis 6, Evaluation 6
Democratic
• Democratic leaders listen to other people’s opinions,
and consider these before reaching a decision
•
•
•
•
Tim Cook at Apple could be considered a democratic
leader
...
This increased
motivation may help Apple to be innovative and as a
competitor to Samsung may be an approach Dr Kye
wants to follow
If Dr Kye is aiming to support innovation and the
sharing of ideas from Samsung workers, this could
create new product ideas and build responsiveness from
employees to the needs of a dynamic smartphone
market
Democratic leadership involves delegation, where tasks
are given to subordinate colleagues to complete
...
g
...
Paternalistic
• Paternalistic leaders do consult others and consider their
opinion, but ultimately the leader takes responsibility for
all decisions and keeps a high degree of control
•
•
Ren Zhengfei’s approach at Huawei, a competitor to
Samsung, seems to be successful, with employees
being devoted to the business and its continued
success
...
This may be helpful in
Samsung’s new product launch of the S23 Ultra, where
design and marketing consistency will help to support
the strength of the Samsung brand
Paternalistic leaders do allow two-way communication,
so if Dr Kye were to use this approach, big decisions,
such as new products, e
...
two-fold for a wider screen
phone, would be discussed with appropriate senior
leaders
Workers often feel more supported by a paternalistic
leader because of the certainty in decision making and
support offered
...
Potential judgement:
• Although Dr Kye will have his own leadership style,
Samsung’s aim for continued improvement in sales
could be supported by learning from competitors
...
At Apple, Tim Cook still
convinces others to follow his lead, so some control may
be involved and could still be used in a democratic
approach at Samsung
...
Ren Zengfei
seems to have the obedience and support of Huawei
workers because he provides certainty, but the staff are
also well rewarded financially
...
Examples of possible MOPS recommendations:
Market – The dynamic smartphone market means that a
range of staff views need to be considered by leaders
...
Objectives – Samsung wants to build market share to ensure
future success
...
Products/services – Smartphone sales are driven by price
and reliability for some customers
...
Situation – Samsung is at an important point, with
competition in the premium phone market from Apple, and the
mid/low range market from Huawei
...
(20)
Level
Mark
Descriptor
0
•
A completely inaccurate response
...
Weak or no relevant application of business examples
...
Elements of knowledge and understanding
Which are applied to the business example
...
Attempts to
address the question
...
Accurate and thorough knowledge and understanding
Supported throughout by use of the
business behaviour/context
...
Arguments
are developed
...
• Accurate and thorough knowledge and understanding
• 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)
...
99/1
...
03361 (£5
...
03 + £18 = £23
...
03)
• £29
...
03 = £6
...
96 award 4 marks
...
Award 3 marks if 6
...
(4)
Answer
Mark
Knowledge 1, Application 3
Quantitative skills assessed:
QS7: interpret values of price and income elasticity of demand
QS8: use and interpret quantitative and non-quantitative
information in order to make decisions
QS9: interpret, apply and analyse information in written,
graphical and numerical forms
Knowledge: 1 mark for
• Price Elasticity of Demand = %change in quantity
demand/%percentage change in price
Application: up to 3 marks for
• % Change in quantity demanded = +175%
• % change in price= ((149-200)/200 x100) = -25
...
5 = (-)6
...
86 or 6
...
If the only answer given is -6
...
9 or 6
...
9 award 3
marks
...
86%, award 3 marks
...
Potential counterbalance
• The reasons for this joint venture may not last, for
example sports that are popular in both markets may
lose popularity, so fewer new subscriptions are taken
out
• There may be a clash of objectives and an imbalance
of expertise between BT Sport and Eurosport
managers, leading to disagreements over broadcasting
contracts or price plans
• The new combined subscription price of £29
...
BT may
lose subscribers who are not prepared to pay the
higher price
...
• The joint venture could be considered more beneficial
to Discovery Eurosport, because of the add on
entertainment packages and a wider customer base
...
(10)
Level
Level 1
Mark
Descriptor
0
•
A completely inaccurate response
...
Weak or no relevant application to business examples
...
•
•
Level 2
3–4
•
•
•
•
Level 3
5–6
Level 4
7–10
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
• 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)
...
Question
Number
2(d)
Indicative content
Knowledge 2, Application 2, Analysis 4, Evaluation 4
•
•
Political influence is the way in which government policies,
laws, and beliefs can be used to affect the action of a
multinational
Controlling the actions of multinationals can be with
political influence, legal controls, pressure groups, and
social media
...
This means that Netflix and
Amazon may need to adapt content to comply with these
guidelines and this may add to costs
• Political influence may extend to imposing fines on
businesses that do not comply with the guidelines, which
could impact the costs and reputation of multinational
businesses such as Disney and Amazon
...
The extension of Indian laws regarding online content, to
TV programmes may limit Netflix’s ability to produce or
adapt its TV shows to this market, reducing potential
customer subscriptions
• Pressure groups in India may also exert more control over
a business such as Netflix
...
Again, this will have an impact on
the growth of subscriptions for programmes that deal with
social issues such as documentaries or soap operas
• Social media pressure on Netflix or other multinational TV
companies could affect their ability to launch TV shows and
build subscriptions
...
Potential judgement
Mark
•
•
Level
Mark
Political pressure can have a big impact on TV streaming
multinationals, particularly if it restricts their output and
ability to adapt content to the Indian market
...
The code of ethics and political pressure impact all TV
businesses in India, so it will not particularly
disadvantage just one streaming company
...
g
...
(12)
Descriptor
0
•
Level 1
1–2
• Isolated elements of knowledge and understanding –
recall based
...
• Generic assertions may be presented
...
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
...
• 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
...
As all three are foreign businesses
in India, it is important to Netflix that they use a
competitive pricing strategy
Disney has the lowest price, which suggests that Netflix
could reduce prices further
...
If other TV streaming
businesses, such as Amazon, are focusing on mass market
offers, this could be followed by Netflix
...
Adapt product
• Netflix’s product in India is its streaming services
•
•
India is a large TV market, with customers that speak a
range of languages such as Tamil and Hindi
...
Adapting programmes to the
Indian market would help to satisfy this requirement,
without limiting the growth of TV output
Mark
•
•
As well as drama series adapted to India, other genres of
TV could be adapted, helping Netflix with product
development in this market
...
Potential judgement:
• Adapting the price of Netflix subscriptions is likely to
support growth in market share as reductions since 2016
seem to have helped increase subscriber numbers so far
by 175%
...
• Adapting the programmes to local languages seems to
have been successful for Amazon in India, so it could be a
good strategy for Netflix too
...
Examples of possible MOPS recommendations:
Market – Netflix is behind Amazon in the number of subscribers,
so it may be better for Netflix to focus on being the lowest price
...
Objectives – Increasing market share in the short-term may
come from aggressive price cutting
...
Products/services – Indian subscribers may want
American/European content, which may have lower production
costs, supporting a lower subscription price
...
Any short-term requirements for market share may
require price cuts
...
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)
...
• Arguments and chains of reasoning are presented,
but connections between cause(s) and/or
consequence(s)/ effect(s) are incomplete
...
• A comparison or judgement may be attempted, but
it will not successfully show an awareness of the key
features of
business behaviour or business situation
...
• 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 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
...
• Uses well-developed and logical, coherent chains of
reasoning, showing a range of cause(s) and/or effect(s)
...
• Quantitative and qualitative information are used well to
support judgements
...
Pearson Education Limited
Title: Edexcel a level business question paper 1 june 2024 + mark scheme
Description: Mark Scheme (Results) Summer 2024 Pearson Edexcel GCE A Level In Business (9BS0) Paper 01 Marketing, people and global businesses
Description: Mark Scheme (Results) Summer 2024 Pearson Edexcel GCE A Level In Business (9BS0) Paper 01 Marketing, people and global businesses