Marketing (AS Level): past paper questions
Real questions on marketing (as level)
The newest 20 of 299 written questions. Open one to see it on the real paper.
- 9609/11 · May/June 2026 · Q6a[8]
Analyse two advantages to a business of niche marketing.
See it on the paper → - 9609/11 · May/June 2026 · Q6b[12]
‘Having a unique selling point (USP) is the most important part of the marketing mix for the success of a mobile phone manufacturer.’ Evaluate this view.
See it on the paper → - 9609/12 · May/June 2026 · Q3a[2]
Define the term ‘psychographic market segmentation’.
See it on the paper → - 9609/12 · May/June 2026 · Q3b[3]
Explain one disadvantage for a business of market segmentation.
See it on the paper → - 9609/13 · May/June 2026 · Q5a[8]
Analyse two reasons a business may have a direct channel of distribution.
See it on the paper → - 9609/13 · May/June 2026 · Q5b[12]
Evaluate the extent to which mass marketing is essential for the success of a fast-food business. Or
See it on the paper → - 9609/21 · May/June 2026 · Q1a(i)[1]
Identify one feature of a mass market.
See it on the paper → - 9609/21 · May/June 2026 · Q1a(ii)[3]
Explain the term ‘market segmentation’.
See it on the paper → - 9609/21 · May/June 2026 · Q1b(ii)[3]
Explain one limitation for CC of using qualitative data to make marketing decisions. (ii)
See it on the paper → - 9609/21 · May/June 2026 · Q2a(ii)[3]
Explain the term ‘primary market research’.
See it on the paper → - 9609/22 · May/June 2026 · Q1c[8]
Analyse one advantage and one disadvantage to PT of targeting the mass market.
See it on the paper → - 9609/22 · May/June 2026 · Q2c[8]
Analyse one benefit and one limitation to Zorba of using a business plan when setting up ZF.
See it on the paper → - 9609/23 · May/June 2026 · Q1d[12]
Evaluate the importance to JT of implementing customer relationship marketing (CRM).
See it on the paper → - 9609/23 · May/June 2026 · Q2a(ii)[3]
Explain the term ‘place (distribution channels)’.
See it on the paper → - 9609/12 · February/March 2026 · Q2a[2]
Define the term channel of distribution.
See it on the paper → - 9609/12 · February/March 2026 · Q2b[3]
Explain one stage of the product life cycle.
See it on the paper → - 9609/22 · February/March 2026 · Q1b(i)[3]
Refer to Table 1.1. Calculate how much it would have cost a business to advertise with influencer A in January 2026 if 10% of influencer A’s followers clicked on the advertisement.
See it on the paper → - 9609/22 · February/March 2026 · Q1b(ii)[3]
Explain one way IX adds value to its services.
See it on the paper → - 9609/22 · February/March 2026 · Q1c[8]
Analyse one advantage and one disadvantage to IX of using dynamic pricing.
See it on the paper → - 9609/22 · February/March 2026 · Q2b(i)[3]
Refer to Figure 2.1. Calculate the combined market share of YV and AV vets in city P.
See it on the paper →
What examiners said
The concept of psychographic segmentation was generally well understood by many candidates. Clear definitions referred to a marketing technique where a section/sub-group of customers are identified by characteristics such as lifestyle, attitudes, interests, beliefs, opinions, and spending habits. There were a few responses that presented tautologous answers such as `market segmentation based on ps...
— Examiner report, February/March 2025, 9609/12 Q2(a) (Cambridge)
Most candidates were confident in explaining one factor that might influence the demand for a product. The most popular responses were the factors of product price and customer income. Most answers were able to provide two linked points of explanation of the factor to achieve the maximum of 3 marks. A few candidates lost marks with only limited explanation of a factor. For example, suggesting that...
— Examiner report, February/March 2025, 9609/12 Q2(b) (Cambridge)
All questions with the command word ‘evaluate’ require a judgement. This question makes the need for a judgement clear, since the wording asks for one. This seemed to make the question more accessible to candidates and more candidates were able to achieve AO4 marks than in the past. Price skimming was a reasonably well understood topic and once a candidate had linked it to high prices, most found...
— Examiner report, February/March 2025, 9609/22 Q1(d) (Cambridge)
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