Past exams covered in this document
• May / June 2019
• May / June 2019 Paper 2
• October / November 2018
• May / June 2018
• October / November 2017
• May / June 2017
• October / November 2016
• May / June 2016
• October / November 2015
THEY INCLUDE SOLUTIONS
Note: Exams from 2016 back all have 15 MCQ questions worth 2 marks each. All exams after that have 30 MCQ questions worth
1 mark each.
Past exams covered in this document (these are all the ones I had access to)
May / June 2019
May / June 2019 Paper 2
October / November 2018
May / June 2018
October / November 2017
May / June 2017
October / November 2016
May / June 2016
October / November 2015
Theory that you should memorise for the MCQ sections (Comes up often across exams)
6.12 Product positioning Page 157
All of Page 27
1.2.1 Gaps between production and consumption Page 3 - 4
6.7 Prerequisites for market segmentation Page 138 - 139
6.12.4 Common positioning errors. Page 162
1.2.1 Gaps between production and consumption. Page 3 - 4
6.11.2 Targeting market segments. Pages 156 - 157. Must also know the advantages and disadvantages of all types of
targeting.
Example: Types of data in survey research. page 88
5.2.1.1. Maslow’s hierarchical classification of needs. Page 115
Table 4.2 Characteristics of various types of survey research. Page 92 – 93
Theory that you should memorise for the theory sections (Comes up often across exams) / Notes about theory
The four elements of learning. 5.2.3.1 / Page 119
Reference groups. 5.3.4 / Page 129
Criteria for effective market segmentation. 6.7 / Page 138.
The Four Ps / Marketing Mix (explained in many parts of the book)
It cannot be understated how important the diagram on page 27 is. You need to know it off by heart as well as ALL the
theory which goes into it. The past exams pull many questions from here.
It makes sense to go over the past exams and see what has not been covered yet.
Most if not all of the theory questions here basically require you to memorise a long list. Try memorise the main
headings of the lists and then a small bit of theory to explain it. That should allow you to extrapolate further and then
apply it to the case study.
The examples here don’t apply the theory to the case study, as that’s less important than the theory itself. Learn the
theory as much as you can and application to case studies should be easy.
You may notice that I included most if not all of the theory, even for questions worth a few marks. This is so you can get
a better understanding of it. Remember to boil this down into shorter answers in the exam.
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