EDEXCEL
BUSINESS ADVANCED SUBSIDIARY
PAPER 1: MARKETING AND
PEOPLE
MAY 2023
, Answer ALL questions.
SECTION A
Read Extract A before answering Question 1.
Write your answers in the spaces provided.
Extract
A
An unbreakable phone case
Mous is a business that produces iPhone cases, but the first idea the founders, James
Griffith, Lucy Hutchinson, and James Day, had was a disaster. Their design for an iPhone
case with retractable headphones was unnecessary when Apple produced wireless
headphones. Many new businesses might have failed, but the founders kept innovating.
5
The next idea was to create a stylish, protective phone case that wasn’t bulky. After
extensive testing, Mous created its own unique high impact material called
AiroShock, something that Hutchinson said: “our brand can be known for”.
Mous went the extra mile to prove the durability of their product and became known for
its iPhone Day stunts, including throwing new phones on the floor outside Apple Stores. 10
The videos went viral on social media; pre-orders for Mous’ first products totalled $2.4m.
Two years after the launch, Mous sold to 100 countries and had launched a
range of magnetic case add-ons, including wallets and mounts. Mous then
focused on adding to its accessories range and getting more products into retail
stores. Its products are
available online, but also in Selfridges, a high-end retail store. The founders of Mous aim 15
to have their products stocked in all Apple Stores.
(Source: adapted from https://www.standard.co.uk/tech/women-in-tech-mous-phone-case-
start-up-a3944376.html)
2
,
, 1(a) What is meant by
innovation? (2)
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AREA
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(b)What is meant by viral
marketing? (2)
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AREA
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AREA
3
Turn over
BUSINESS ADVANCED SUBSIDIARY
PAPER 1: MARKETING AND
PEOPLE
MAY 2023
, Answer ALL questions.
SECTION A
Read Extract A before answering Question 1.
Write your answers in the spaces provided.
Extract
A
An unbreakable phone case
Mous is a business that produces iPhone cases, but the first idea the founders, James
Griffith, Lucy Hutchinson, and James Day, had was a disaster. Their design for an iPhone
case with retractable headphones was unnecessary when Apple produced wireless
headphones. Many new businesses might have failed, but the founders kept innovating.
5
The next idea was to create a stylish, protective phone case that wasn’t bulky. After
extensive testing, Mous created its own unique high impact material called
AiroShock, something that Hutchinson said: “our brand can be known for”.
Mous went the extra mile to prove the durability of their product and became known for
its iPhone Day stunts, including throwing new phones on the floor outside Apple Stores. 10
The videos went viral on social media; pre-orders for Mous’ first products totalled $2.4m.
Two years after the launch, Mous sold to 100 countries and had launched a
range of magnetic case add-ons, including wallets and mounts. Mous then
focused on adding to its accessories range and getting more products into retail
stores. Its products are
available online, but also in Selfridges, a high-end retail store. The founders of Mous aim 15
to have their products stocked in all Apple Stores.
(Source: adapted from https://www.standard.co.uk/tech/women-in-tech-mous-phone-case-
start-up-a3944376.html)
2
,
, 1(a) What is meant by
innovation? (2)
............................................................................................................................. .. ......................................................................................................................... .... .. ......................
DO NOT WRITE IN THIS
............................................................................................................................. .. ............................................................................................................................. .. ......................
..................................................................................................... .......................... ............................................................................................................................. .. ......................
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AREA
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............................................................................................................................. .. ......................................................................................................................... .... .. ......................
(b)What is meant by viral
marketing? (2)
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............................................................................................................................. .. ...................................................................... ......................................................... .................... ..
DO NOT WRITE IN THIS
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AREA
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DO NOT WRITE IN THIS
AREA
3
Turn over
