Exam (elaborations)
Exam Paper 1 Business AS
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Paper 1 for A level Business students in first year
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Write your name hereSurname Other names
Centre Number Candidate Number
Pearson Edexcel
Level 3 GCE
Business
Advanced Subsidiary
Paper 1: Marketing and People
Thursday 19 May 2016 – Afternoon Paper Reference
Time: 1 hour 30 minutes 8BS0/01
You do not need any other materials. Total Marks
Instructions
• Use black ink or ball-point pen.
• Fill in the boxes at the top of this page with your name,
centre number and candidate number.
• Answer all questions.
• Answer the questions in the spaces provided
– there may be more space than you need.
Information
• The
The total mark for this paper is 80.
• – usemarks for each question are shown in brackets
this as a guide as to how much time to spend on each question.
Advice
• Read each question carefully before you start to answer it.
• Checkanswer
Try to every question.
• your answers if you have time at the end.
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P49834A
©2016 Pearson Education Ltd.
*P49834A0116*
1/1/1/1/1/1/1
, Answer ALL questions.
SECTION A
Read Extract A before answering Question 1.
Write your answers in the spaces provided.
Extract A
Aston Martin set for shake-up and targets new buyers
Andy Palmer joined UK-based premium priced car manufacturer Aston Martin as Chief
Executive to implement a new marketing strategy targeting younger buyers and women.
At the Geneva Motor Show he announced that he wants the car maker to rebuild its
range of sports cars as well as add two new cars to the product portfolio in order to
target this new market. 5
“As an industry, we’re pretty poor at ticking the boxes that satisfy women customers, we
tend to view cars for women as ‘pink it and shrink it’ – add a place to hold your handbag –
which I think is quite cynical.”
“You have to start with a type of beauty and then imagine how you make that more
affordable to a younger generation and appealing to female customers” he added. 10
A more feminine Aston Martin would probably have a higher driver’s seat and greater
durability, more like a 4 x 4 vehicle. This will put the company in the competitive, fast-
growing segment of premium priced cars, alongside Jaguar who focus on dramatic
design and performance. Bentley’s handcrafted, powerful, luxury cars and Rolls-Royce
cars remain the choice for the super-rich. 15
(Source: adapted from www.ft.com/cms/s/0/1acf27c6-bdcf-11e4-
9d09-00144feab7de.html#axzz3Zqnp9lQb)
2
*P49834A0216*
, 1 (a) What is meant by a marketing strategy?
(2)
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(b) What is meant by product portfolio?
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(c) Explain how Aston Martin uses differentiation in the premium car market.
(4)
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*P49834A0316*
3
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