EDEXCEL A LEVEL BUSINESS THEME 1 MARK SCHEME
JUNE 2026
Brand Name -ANSWER-A name, term, sign, symbol, design or any other feature that allows
consumers to identify the goods and services of a business and to differentiate them from
those of competitors
E-commerce -ANSWER-Conducting business transactions online
Online retailing -ANSWER-The retailing of goods online
Market -ANSWER-A set of arrangements that allows buyers and sellers to communicate and
trade in a particular range of goods and services
Marketing -ANSWER-A management process involved in identifying, anticipating and
satisfying consumer requirements profitably
Market share -ANSWER-The proportion of total sales in a particular market for which one or
more businesses or brands are responsible. It is expressed as a percentage and can be
calculated by value or volume.
Mass market -ANSWER-A very large market in which products with mass appeal are targeted
Niche market -ANSWER-A smaller market, usually within a large market or industry
Consumer panels -ANSWER-Groups of customers are asked for feedback about products
over a period of time
Database -ANSWER-An organised collection of data stored electronically with instant access,
searching and sorting facilities
,Focus groups -ANSWER-Where a number of customers are invited to attend a discussion
about a product led by market researchers
Market orientation -ANSWER-An approach to business which places the needs of consumers
at the centre of the decision-making process
Market research -ANSWER-The collection, presentation and analysis of information relating
to the marketing and consumption of goods and services
Market segment -ANSWER-Part of a whole market where a particular customer group has
similar characteristics
Primary research or field research -ANSWER-The gathering of 'new' information which does
not already exist
Product orientation -ANSWER-An approach to business which places the emphasis upon the
production process and the product itself
Qualitative research -ANSWER-The collection of data about attitudes, beliefs and intentions
Quantitative research -ANSWER-The collection of data that can be quantified
Respondent -ANSWER-A person or organisation that answers questions in a survey
Sample -ANSWER-A small group of people who must represent a proportion of a total
market when carrying out market research
Secondary research -ANSWER-The collection of data that is already in existence (also known
as desk research)
, Socio-economic groups -ANSWER-Division of people according to social class
Added value -ANSWER-The extra features that may be offered by a business when selling a
product, such as high-quality customer service, which helps to exceed customer expectation
Competitive advantage -ANSWER-An advantage that enables a business to perform better
than its rivals in the market
Market map -ANSWER-Typically a 2d diagram that shows two of the attributes or
characteristics of a brand and those of rival brands in the market
Market positioning -ANSWER-The view consumers have about the quality, value for money
and image of a product in relation to those of competitors
Product differentiation -ANSWER-An attempt by a business to distinguish its product from
those of competitors
Reposition -ANSWER-Changing the view consumers have about a product by altering some
of its characteristics
USP -ANSWER-The aspect or feature of a product that clearly distinguishes it from its rivals
Complementary goods -ANSWER-Goods that are purchased together because they are
consumed together
Demand -ANSWER-The quantity of a product bought a given price over a given period of
time
Demand curve -ANSWER-A line drawn on a graph that shows how much of a good will be
bought at different prices
JUNE 2026
Brand Name -ANSWER-A name, term, sign, symbol, design or any other feature that allows
consumers to identify the goods and services of a business and to differentiate them from
those of competitors
E-commerce -ANSWER-Conducting business transactions online
Online retailing -ANSWER-The retailing of goods online
Market -ANSWER-A set of arrangements that allows buyers and sellers to communicate and
trade in a particular range of goods and services
Marketing -ANSWER-A management process involved in identifying, anticipating and
satisfying consumer requirements profitably
Market share -ANSWER-The proportion of total sales in a particular market for which one or
more businesses or brands are responsible. It is expressed as a percentage and can be
calculated by value or volume.
Mass market -ANSWER-A very large market in which products with mass appeal are targeted
Niche market -ANSWER-A smaller market, usually within a large market or industry
Consumer panels -ANSWER-Groups of customers are asked for feedback about products
over a period of time
Database -ANSWER-An organised collection of data stored electronically with instant access,
searching and sorting facilities
,Focus groups -ANSWER-Where a number of customers are invited to attend a discussion
about a product led by market researchers
Market orientation -ANSWER-An approach to business which places the needs of consumers
at the centre of the decision-making process
Market research -ANSWER-The collection, presentation and analysis of information relating
to the marketing and consumption of goods and services
Market segment -ANSWER-Part of a whole market where a particular customer group has
similar characteristics
Primary research or field research -ANSWER-The gathering of 'new' information which does
not already exist
Product orientation -ANSWER-An approach to business which places the emphasis upon the
production process and the product itself
Qualitative research -ANSWER-The collection of data about attitudes, beliefs and intentions
Quantitative research -ANSWER-The collection of data that can be quantified
Respondent -ANSWER-A person or organisation that answers questions in a survey
Sample -ANSWER-A small group of people who must represent a proportion of a total
market when carrying out market research
Secondary research -ANSWER-The collection of data that is already in existence (also known
as desk research)
, Socio-economic groups -ANSWER-Division of people according to social class
Added value -ANSWER-The extra features that may be offered by a business when selling a
product, such as high-quality customer service, which helps to exceed customer expectation
Competitive advantage -ANSWER-An advantage that enables a business to perform better
than its rivals in the market
Market map -ANSWER-Typically a 2d diagram that shows two of the attributes or
characteristics of a brand and those of rival brands in the market
Market positioning -ANSWER-The view consumers have about the quality, value for money
and image of a product in relation to those of competitors
Product differentiation -ANSWER-An attempt by a business to distinguish its product from
those of competitors
Reposition -ANSWER-Changing the view consumers have about a product by altering some
of its characteristics
USP -ANSWER-The aspect or feature of a product that clearly distinguishes it from its rivals
Complementary goods -ANSWER-Goods that are purchased together because they are
consumed together
Demand -ANSWER-The quantity of a product bought a given price over a given period of
time
Demand curve -ANSWER-A line drawn on a graph that shows how much of a good will be
bought at different prices
