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Exam Answers 2022-23
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Unit 2 Developing a Marketing Campaign Answers 22-23
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SECONDEDITION
REVISE BTEC NATIONAL
Business
REVISION
GUIDE
cludes
n
FREE
I
n
on
io
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e e di
,REVISE BTEC NATIONAL
Business
REVISION GUIDE
Series Consultant: Harry Smith
Authors: Steve Jakubowski, Jon Sutherland and Diane Sutherland
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 Revision Guide will be outlined at
www.pearsonfe.co.uk/BTECchanges. The eBook version of this Revision Guide will
also be updated to reflect the latest guidance as soon as possible.
A note from the publisher
In order to ensure that this resource offers high-quality Pearson examiners have not contributed to any sections
support for the associated Pearson qualification, it has in this resource relevant to examination papers for which
been through a review process by the awarding body. they had prior responsibility.
This process confirms that this resource fully covers
Examiners will not use endorsed resources as a source
the teaching and learning content of the specification
of material for any assessment set by Pearson.
or part of a specification at which it is aimed. It also
confirms that it demonstrates an appropriate balance Endorsement of a resource does not mean that the
between the development of subject skills, knowledge resource is required to achieve this Pearson qualification,
and understanding, in addition to preparation for nor does it mean that it is the only suitable material
assessment. available to support the qualification, and any resource
lists produced by the awarding body shall include this
Endorsement does not cover any guidance on
and other appropriate resources.
assessment activities or processes (e.g. practice
questions or advice on how to answer assessment
questions), included in the resource nor does it
prescribe any particular approach to the teaching or
delivery of a related course.
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
, Introduction
Which units should you revise?
This Revision Guide has been designed to support you in preparing for the externally assessed units
of your course. Remember that you won’t necessarily be studying all the units included here – it will
depend on the qualification you are taking.
BTEC National Qualification Externally assessed units
Certificate Unit 2 Developing a Marketing Campaign
Extended Certificate Unit 2 Developing a Marketing Campaign
Foundation Diploma Unit 3 Personal and Business Finance
Diploma Unit 2 Developing a Marketing Campaign
Unit 3 Personal and Business Finance
Unit 6 Principles of Management
Extended Diploma Unit 2 Developing a Marketing Campaign
Unit 3 Personal and Business Finance
Unit 6 Principles of Management
Unit 7 Business Decision Making
Your Revision Guide
Each unit in this Revision Guide contains two types of pages, shown below.
pages help you revise the pages help you prepare for
Content Skills
essential content you need to your exam or assessed task.
know for each unit. Skills pages have a coloured edge and
are shaded in the table of contents.
Unit 2 Had a look Nearly there Nailed it!
Content
Primary research
Primary research is new, fresh research collected by a business
or market researcher. You need to revise the five main methods Revise the validity and
Links
of primary research. reliability of research Unit 7
Had a look
on page 13. Nearly there Nailed it!
Skills
Surveys Interviews Presenting a business plan
These are face-to-face conversations
People are asked a series of questions by In the
with people who areexternal
selected assessment,
to match you will need to present a business plan. This page provides a framework
post, phone or online. Often the surveys which you(such
could
agreed characteristics asuse.
age Below is a suggested format for what could be included in a plan for Eastern Fusion.
are quite long. People completing them
or gender). They are asked a series of
may be rewarded with a gift or money-off
questions by the interviewer.
voucher. Businesses can collect in-depth You might also Interviews
want to confirm:
enable businesses to collect in-depth plan • Information on owners and the
customer data for analysis. • the purpose of this business
opinions and ideas. product/service
• who will use the business plan.
Background information • Legal status of the business
• Competitive edge
What are they planning to do? • Purpose and mission
• Targets and timelines
Business objectives • Quality indicators
Why will their business succeed?
might want to include:
YouTrials • Target market and size;
used Market research and competitor analysis
sources
• Often of information
a business will offer a
Observation version of carried out marketing plan • Marketing objectives
This involves watching people’s • cut priceof
analysis orthe
freeinformation
behaviour. A supermarket has • akey
newconclusions
product toand encourage
recommendations.
lots of security cameras and Methods people to try it. The business • Running costs and capital costs
asks for feedback to see Resource implications
these can be used to watch of primary Whatwhat
productive factors
people think willthe
about they need?
store flow and how people shop. • Cash flow forecast
Observation is used to look at
research product.
• Break-even analysis
Trials are used to get an early Financial analysis and
customer behaviour and habits. generate
will theywhether
Howindication profits? You
customers business risks
• Profit margins
likewant
might to include:
the product.
• key conclusions and recommendations
as a result of data analysis Formal report format
• any gaps or shortcomings in the data You may be asked to present your business
which may affect the findings. plan in the style of a formal report. You could
structure your report like this: (1) title of
Focus groups Templates report, (2) introduction – purpose of report,
People selected by the business form a group and are
You can find a range of possible templates for
encouraged to discuss products or services. A moderator
(3) numbered sections of the report, including
directs the group. The group’s discussions are oftenbusiness plans on the internet by searching analysis of data and information, sources
recorded and analysed in detail to identify attitudes‘business
and plan templates’. and research used, (4) conclusions and
reactions and enable the business to develop products and recommendations.
services that meet customer needs.
Focus groups provide the business with plenty of in-depth
opinions and views. Sample response extract
The proposal requires a grant of £20 000
When writing a business plan, begin by outlining
to support the opening of a new restaurant
the current situation and what is proposed. In this
located in vacant premises adjacent to a
sample extract the learner identifies the amount of
current snack bar which has been operated by
business finance requested, what the grant would be
the applicants for the past four years.
used for, along with an overview of the background
The most recent income statement identifies a of the business owners. It is essential to refer to
net profit of £14 000 with a 17.5% net profit business data, risk and the market in your summary.
Carrie designs greetings cards. She regularly runs out of the popular margin. The SOFP shows a net worth of Here the learner refers to calculations using data
designs and is left with lots of the unpopular ones. She has decided to £17 000wants
and working
Carrie useful capital of £5000. extracted from the financial statements, and has
carry out some market research but has a limited budget. She would Financial statements
information presented by the made comments about cash flow forecast, market
at a low cost.
like to find out exactly what customers want and how to increase sales. applicants were only for one year. research and risk analysis.
Identify the type of primary research she could use.
The cash flow forecast for the business
proposal is over-ambitious and based upon
10 limited market research. Evidence of risk
analysis is limited. Refer to the diagram above for points to
consider in the ‘Background information’
M01_BUS_REV_BTEC_0109_U02-K.indd 10 30/08/17 5:01 PM section of your business plan.
Write a set of bullet points to highlight the data you would Business plans should be ‘data
refer to in the ‘Background information’ section of Eastern rich’ so that potential investors can
Fusion’s business plan. identify the opportunities on offer.
167
Use the Now try this activities on every M04_BUS_REV_BTEC_0109_U07.indd 167 30/08/17 7:39 PM
page to help you test your knowledge
and practise the relevant skills. Look out for the example student responses
to revision questions or tasks on the skills
pages. Post-its will explain their strengths and
weaknesses.
iii
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