Past Paper Questions

Question 1

Explain one benefit for a business that uses test marketing.

Answer 1

The risk of failure is reduced (1) as the
new product is only tested in one area
gaining feedback from customers (1)
leading to modifications being made
before the final launch (1)

Question 2

Analyse the importance of branding for Irsi Chocolatier

Answer 2

AO2
• As a business that started in 1989 it has
been able to develop and maintain a
strong image for its chocolates and sweets
• Branding against local competing
chocolate shops helps Irsi Chocolatier
stand out
AO3
• This is important as the brand helps create
recognition of the business allowing Irsi
Chocolatier to continue as a long-standing
business
• As the brand becomes stronger a higher
price for the products can be charged and
new products being introduced have a
higher success rate due to its current
branding.