N07/3/Busmt/Hp1/Eng/Tz0/Xx/M+
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IB DIPLOMA PROGRAMME PROGRAMME DU DIPLÔME DU BI PROGRAMA DEL DIPLOMA DEL BI
N07/3/BUSMT/HP1/ENG/TZ0/XX/M+
MARKSCHEME
November 2007
BUSINESS AND MANAGEMENT
Higher Level
Paper 1
21 pages
–2–
N07/3/BUSMT/HP1/ENG/TZ0/XX/M+
This markscheme is confidential and for the exclusive use of examiners in this examination session. It is the property of the International Baccalaureate and must not be reproduced or distributed to any other person without the authorization of IBCA.
–3– SECTION A 1. (a)
N07/3/BUSMT/HP1/ENG/TZ0/XX/M+
Explain the usefulness to Gladrags Ltd of segmenting their market. Segmentation is the process of dividing a market into groups or types of customers who share similar characteristics or buying behaviours. Each segment can be seen to have different needs and wants to other segments. By segmenting their market, Gladrags Ltd is able to identify the particular needs and wants of that segment and produce a marketing mix appropriate to that segment. It will also allow them to target that segment cost-effectively and efficiently by the selection of appropriate advertising and distribution channels. [5 to 6 marks] A clear explanation, which shows a good understanding of terms and the theory behind segmentation. The answer is applied to the case study. [3 to 4 marks] An explanation, which shows some understanding of terms and the theory behind segmentation. [1 to 2 marks] A brief, generalized answer.
[6 marks]
(b)
Prepare a suitable marketing mix to support the launch of the “Sassy” brand of designer clothing. The “Sassy” brand is aimed at a different market segment to that of the other Gladrags Ltd products. The marketing mix is composed of the four elements of product, promotion, price and place, all of which will differ substantially from previous clothing lines.
•
[10 marks]
Product: The new clothes have a more European style, but still incorporate Indian fabrics and design influences. The fabrics...
IB DIPLOMA PROGRAMME PROGRAMME DU DIPLÔME DU BI PROGRAMA DEL DIPLOMA DEL BI
N07/3/BUSMT/HP1/ENG/TZ0/XX/M+
MARKSCHEME
November 2007
BUSINESS AND MANAGEMENT
Higher Level
Paper 1
21 pages
–2–
N07/3/BUSMT/HP1/ENG/TZ0/XX/M+
This markscheme is confidential and for the exclusive use of examiners in this examination session. It is the property of the International Baccalaureate and must not be reproduced or distributed to any other person without the authorization of IBCA.
–3– SECTION A 1. (a)
N07/3/BUSMT/HP1/ENG/TZ0/XX/M+
Explain the usefulness to Gladrags Ltd of segmenting their market. Segmentation is the process of dividing a market into groups or types of customers who share similar characteristics or buying behaviours. Each segment can be seen to have different needs and wants to other segments. By segmenting their market, Gladrags Ltd is able to identify the particular needs and wants of that segment and produce a marketing mix appropriate to that segment. It will also allow them to target that segment cost-effectively and efficiently by the selection of appropriate advertising and distribution channels. [5 to 6 marks] A clear explanation, which shows a good understanding of terms and the theory behind segmentation. The answer is applied to the case study. [3 to 4 marks] An explanation, which shows some understanding of terms and the theory behind segmentation. [1 to 2 marks] A brief, generalized answer.
[6 marks]
(b)
Prepare a suitable marketing mix to support the launch of the “Sassy” brand of designer clothing. The “Sassy” brand is aimed at a different market segment to that of the other Gladrags Ltd products. The marketing mix is composed of the four elements of product, promotion, price and place, all of which will differ substantially from previous clothing lines.
•
[10 marks]
Product: The new clothes have a more European style, but still incorporate Indian fabrics and design influences. The fabrics...