Business Studies - annotated exemplar level 1 AS90840

Apply the marketing mix to a new or existing product (1.4)

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This annotated exemplar is intended for teacher use only. The student work shown does not always represent a complete sample of what is required. Selected extracts are used, focused on the grade boundaries, in order to assist assessors to make judgements at the national standard.

Low Excellence

Commentary
Student work extract

Student 1 (PDF, 116KB)

For Excellence, the student needs to comprehensively apply the marketing mix to their chosen product.

This involves:

  • fully explaining the marketing mix
  • consistently applying appropriate skills with a high level of accuracy
  • integrating relevant business knowledge
  • integrating a Maori business concept(s), where relevant.

The student has comprehensively applied the marketing mix to Rainbow’s End theme park in Auckland.

This student has provided a full explanation of their research into specific examples of new rides that have been introduced, to retain the appeal of the product for repeat customers (1). This student has also fully explained the benefit, to teens and to Rainbow’s End staff, of running the Fusion car stereo competition (2).

Appropriate skills have been applied with accuracy through the use of the product life cycle diagram (3) and the table of entry prices for Rainbow’s End and its competitors (4).

The student has provided one example of integrating business knowledge. The promotion section refers to teenagers being the target audience for Night Rides (5), and the link is then made between tech-savvy teenagers and the opportunity for them to book and pay for Night Rides online in the ‘place’ section (6).

For a more secure Excellence, the student could further integrate relevant business knowledge. For example, by discussing the consequences for Rainbow’s End of their marketing practices or integrating a Maori business concept.

High Merit

Commentary
Student work extract

Student 2 (PDF, 117KB)

For Merit, the student needs to apply in detail the marketing mix to their chosen product.

This involves:

  • explaining the marketing mix
  • consistently applying appropriate skills
  • including relevant business knowledge and
  • integrating a Maori business concept(s) where relevant.

The student has applied in detail the marketing mix to Rainbow’s End theme park in Auckland.

This student has explained the marketing by giving reasons for aspects of the marketing mix (1) (2) (3) (4).

This student has consistently applied appropriate skills by the inclusion of the product life cycle diagram (5) and the comparative entry prices table, which is based on wider research (6).

The student has included relevant business knowledge by explaining terms such as maturity stage (7), direct competition (8) and cost-plus pricing (9).

To reach Excellence, the student could integrate business knowledge throughout their assignment, for example, by linking at least two sections from ‘product’, ‘price’, ‘promotion’ and ‘place’ with full explanations.

Low Merit

Commentary
Student work extract

Student 3 (PDF, 111KB)

For Merit, the student needs to apply in detail the marketing mix in the context of their chosen product.

This involves:

  • explaining the marketing mix
  • consistently applying appropriate skills
  • including relevant business knowledge and
  • integrating a Maori business concept(s), where relevant.

The student has applied in detail the marketing mix to Rainbow’s End theme park in Auckland.

This student has explained aspects of the marketing mix (1) ( 2).

Appropriate skills have been consistently applied through the use of the product life cycle diagram (3), and the table (4) and Excel graph (5) of ticket prices.

Explanations of promotional pricing (6) and brand recognition (7) demonstrate an understanding of business language.

For a more secure Merit, this student could strengthen the explanation of the marketing mix. For example, the explanation would be strengthened by providing an explanation as to why Snowplanet is the nearest competitor when there are several other entertainment venues in Auckland. Further explanation could also be provided about the difference between gate and online ticket prices.

High Achieved

Commentary
Student work extract

Student 4 (PDF, 100KB)

For Achieved, the student needs to apply the marketing mix to their chosen product.

This involves:

  • defining, describing, identifying or outlining the marketing mix
  • applying appropriate skills and ideas
  • stating relevant business knowledge and
  • stating a Maori business concept(s) where relevant.

This student has applied the marketing mix to the Moro bar.

This student has defined, described, identified or outlined aspects of the marketing mix throughout this response.

By constructing a comparative price graph (1) and using a distribution channel diagram (2), the student has applied appropriate skills to the Moro bar.

Some relevant business knowledge has been stated, for example the traditional channel of distribution (3) and the modern promotion method (4).

To reach Merit, the student could apply the marketing mix in detail by providing full explanations of the marketing mix. For example, detail could be added by strengthening the explanation of why the traditional distribution channel is used by Moro, and providing explanations of other parts of the marketing mix.

Low Achieved

Commentary
Student work extract

Student 5 (PDF, 119KB)

For Achieved, the student needs to apply the marketing mix to their chosen product.

This involves:

  • defining, describing, identifying or outlining the marketing mix
  • applying appropriate skills and ideas
  • stating relevant business knowledge and
  • stating a Maori business concept(s) where relevant.

This student has applied the marketing mix to the Moro bar.

This student has defined, described, identified or outlined aspects of the marketing mix throughout this response, for example (1) (2) (3).

This student has applied appropriate skills by constructing a comparative price graph (4) and using clip art (5) to illustrate the distribution channel.

This student has stated some relevant business knowledge.

While the reference to Devonport Chocolates provides a contrast distribution channel and appears to demonstrate business knowledge, this is irrelevant to the Moro bar (6).

For a more secure Achieved, the student could strengthen the relevant business knowledge by using appropriate language and providing an appropriate competitor.

High Not Achieved

Commentary
Student work extract

Student 6 (PDF, 204KB)

For Achieved, the student needs to apply the marketing mix to their chosen product.

This involves:

  • defining, describing, identifying or outlining the marketing mix,
  • applying appropriate skills and ideas,
  • stating relevant business knowledge and,
  • stating a Maori business concept(s) where relevant.

Some aspects of the marketing mix have been defined/stated, identified or outlined (1) (2) (3) (4).

This student has stated relevant business knowledge.

The student has provided insufficient evidence of applying the marketing mix to the Moro bar.

To reach Achieved, this student needs to apply appropriate skills, such as constructing a table or graph to show the price of the Moro and other competitor brands. Moro’s function and position on the product life cycle could have been discussed, and its pricing strategy and distribution channel specifically named rather than implied.

 
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