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Pearson Edexcel Level 3 GCE Business Advanced Subsidiary PAPER 1 Marketing and People June 2023
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Pearson Edexcel Level 3 GCE Business Advanced Subsidiary PAPER 1 Marketing and People June 2023
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Pearson Edexcel Level 3GCE
Business
Advanced Subsidiary
PAPER 1: Marketing and People
June 2023
Instructions
• Use black ink or ball-point pen.
• Fill in the boxes at the top of this page with
centre number and candidate number.
• Answer
•provided – there may be more space
all
your name,
Answer the questions in the spaces
questions.
than you need.
Information
• The total mark for this paper is 80.
• The marks for each question are shown
– use this as a guide as to how much time to spend on
•each question. You may use a calculator.
in brackets
Advice
• Read each question carefully before you start to answer it.
• Try to answer every
• Check your answers if you have time at the end.
question.
Turn over
, Answer ALL questions.
SECTION A
ZION
Read Extract A before answering
Question 1. Write your answers in the
Extract spaces provided.
A
2
, An unbreakable phone case
Mous is a business that produces iPhone cases, but the first idea the
founders, James Griffith, Lucy Hutchinson, and James Day, had was a
disaster. Their design for an iPhone case with retractable headphones was
unnecessary when Apple produced wireless
headphones. Many new businesses might have failed, but the founders kept innovating. 5
The next idea was to create a stylish, protective phone case that wasn’t
bulky. After extensive testing, Mous created its own unique high impact
material called AiroShock, something that Hutchinson said: “our brand
can be known for”.
Mous went the extra mile to prove the durability of their product and became known for
its iPhone Day stunts, including throwing new phones on the floor outside Apple Stores. 10
AREA
DO NOT WRITE IN THIS
The videos went viral on social media; pre-orders for Mous’ first products totalled $2.4m.
Two years after the launch, Mous sold to 100 countries and had
launched a range of magnetic case add-ons, including wallets and
mounts. Mous then focused on adding to its accessories range and
getting more products into retail stores. Its products are
available online, but also in Selfridges, a high-end retail store. The founders of Mous aim
15
to have their products stocked in all Apple Stores.
1 (a) What is meant by
innovation? (2)
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(b) What is meant by viral
marketing? (2)
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3
Turn
over
A
, D
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