Introduction and state vs outline
Before you get started
The example answers included in this guide are for reference only. You may need to use different exam techniques and adapt your approach to the context of the question, depending on the exam board you are following.
The case study examples use the PINCC method. PINCC stands for product, industry, customers and competitors.
State
State is often a one-mark question, requiring a short phrase answer or one or two words.
If the question refers to a specific business then context must be included in the answer by using the case study stimulus provided â this will be in section B or C only.
Examples of state questions and answers include:
Question
State one element of the marketing mix.
Promotion.
Question
State one example of a tax.
Corporation tax.
Question
State one type of primary research conducted by businesses.
Questionnaire.
Outline
Outline questions (2 marks) require a point to be made to answer the question, to score 1 mark, and then development of that point applied to the case study to score the second mark. No application will mean only 1 mark can be achieved.
Examples of outline questions include:
Question
Outline one benefit to Yannaâs Bikes of an increase in uptake of cycling.
More people would be interested in purchasing bikes and other cycling equipment, such as helmets and bike pumps. This would lead to Yannaâs Bikes making more sales revenue.
Question
Outline one way in which Aleksanderâs Hair Salon could use promotion.
The hair salon could use promotion, such as radio advertisements, to help raise awareness of the haircuts and hair products offered and persuade potential customers to book appointments.
Question
Outline one impact of changing levels of consumer income on Budget Savers supermarket.
If consumer incomes increase, this could result in lower sales for Budget Savers supermarket as customers may do their food and grocery shopping at more premium supermarkets.