IGCSE Business Studies (9–1) 0986 · Topic 3

Marketing: past paper questions

64 real questionsasked in 10 of the last 10 exam series2019–2026usually: Justify, Explain, Consider, Identify, Outline

Real questions on marketing

The newest 20 of 64 written questions. Open one to see it on the real paper.

0986/11 · May/June 2026 · Q3c[4]
(c) Outline two ways SDY could increase the number of sales. .......... 2 ..........
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0986/21 · May/June 2026 · Q2b[12]
(b) Using Appendix 1 and other information, consider the following two elements of the marketing mix for Ashanti’s new shop. Would these be suitable as part of the marketing mix for the new shop? Justify your answer. * price — using competitive pricing * promotion — using social media price uSiNg Competitive PriCING .....
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0986/11 · October/November 2025 · Q4a[2]
Define ‘brand image’.
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0986/11 · October/November 2025 · Q4b[2]
Identify two reasons why some markets have become more competitive. Reason 1: Reason 2:
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0986/11 · October/November 2025 · Q4d[6]
Explain two problems MTL might have when entering a new market in another country. Problem 1: Explanation: Problem 2: Explanation:
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0986/11 · October/November 2025 · Q4e[6]
Explain two methods of promotion a business might use for its products. Which method is likely to be the best for a large business to use? Justify your answer.
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0986/21 · October/November 2025 · Q2a[8]
Explain two advantages and two disadvantages to LB of using primary market research. Advantage 1: Advantage 2: Disadvantage 1: Disadvantage 2:
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0986/21 · October/November 2025 · Q2b[12]
Consider the advantages and disadvantages of the two options LB could use to distribute its new product range in country X. Which channel of distribution should LB use? Justify your answer. • Selling to specialist retail shops • Selling directly to customers through LB’s website Selling to specialist retail shops: Sell...
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0986/11 · May/June 2025 · Q1e[6]
Explain two pricing methods a new business might use. Which is likely to be the best method to use? Justify your answer.
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0986/11 · May/June 2025 · Q2b[2]
Identify two reasons why consumer spending patterns might change. Reason 1: Reason 2:
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0986/11 · May/June 2025 · Q2e[6]
Explain two methods of market research a business could use to help make business decisions. Which is likely to be the best method for a manufacturing business to use? Justify your answer.
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0986/12 · May/June 2025 · Q1b[2]
Identify two aims of promotion. Aim 1: Aim 2:
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0986/12 · May/June 2025 · Q1d[6]
Explain two benefits to NFC of using market segmentation. Benefit 1: Explanation: Benefit 2: Explanation:
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0986/12 · May/June 2025 · Q1e[6]
Do you think the benefits for a business of developing new products are greater than the limitations? Justify your answer.
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0986/21 · May/June 2025 · Q3b[12]
Consider the advantages and disadvantages of the following three methods of promotion PF could use for its new product range. Which is likely to be the best method for PF to use to increase sales? Justify your answer. • • • Leaflets handed out in the street Billboards on the side of a main road Discounts on first purch...
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0986/22 · May/June 2025 · Q1a[8]
Explain one way each of the following problems might affect TSE when entering a new market in another country. Cultural differences: Explanation: Lack of knowledge: Explanation:
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0986/22 · May/June 2025 · Q3a[8]
Explain four ways market research information can help a business. Way 1: Way 2: Way 3: Way 4:
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0986/11 · October/November 2024 · Q2d[6]
Explain how the market research data in Chart 1 and Chart 2 in Fig. 2.1 could help Mitchell when making decisions. Chart 1: Explanation: Chart 2: Explanation:
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0986/11 · October/November 2024 · Q2e[6]
Do you think the opportunities of ecommerce for a new business are greater than the threats? Justify your answer.
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0986/11 · October/November 2024 · Q3c[4]
Outline two benefits to JTA of selling in a mass market. Benefit 1: Benefit 2:
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What examiners said

Most candidates were able to state two different pricing methods. However, many could not clearly explain the methods identified. A noticeable number of candidates incorrectly thought that price skimming means charging a low price. Some candidates confused promotional pricing with promotions such as competitions. Candidates who described high or low pricing without naming a method gained zero mark...
— Examiner report, May/June 2025, 0986/11 Q1(e) (Cambridge)

This question was well answered by most candidates who provided a range of correct answers. Some candidates provided a list of answers with the first or second being incorrect and the third correct. Candidates should be reminded that in list type questions only the first two answers will be considered.
— Examiner report, May/June 2025, 0986/11 Q2(b) (Cambridge)

Candidates found this to be one of the most challenging questions on the paper. A mark of two or three was common amongst even the strongest candidates who were able to state two methods of market research. Very few candidates were able to develop their explanations beyond the cost or time involved in each method. Evaluation marks were rarely awarded as candidate could not justify why one method w...
— Examiner report, May/June 2025, 0986/11 Q2(e) (Cambridge)

Practise this topic

Answer these questions online and get each one marked against the official mark scheme, with what you missed and how to fix it.

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In the syllabus

1 0450.3.1.1.01 — Satisfying customer needs

Satisfying customer needs
Maintaining customer loyalty
Building customer relationships

2 0450.3.1.1.02 — Maintaining customer loyalty

Maintaining customer loyalty

3 0450.3.1.1.03 — Building customer relationships

Building customer relationships

4 0450.3.1.2.01 — The importance of changing customer needs

The importance of changing customer needs
Why some markets have become more competitive
How businesses can respond to changing spending patterns and increased competition

5 0450.3.1.2.02 — Why some markets have become more competitive

Why some markets have become more competitive

6 0450.3.1.2.03 — How businesses can respond to changing spending patterns and increased competition

How businesses can respond to changing spending patterns and increased competition

7 0450.3.1.4.01 — Potential benefits of segmentation to business

Potential benefits of segmentation to business
Recommend and justify an appropriate method of segmentation in given circumstances

8 0450.3.1.4.02 — Recommend and justify an appropriate method of segmentation in given circumstances

Recommend and justify an appropriate method of segmentation in given circumstances

9 0450.3.2.1.01 — Primary research and secondary research (benefits and limitations of each)

Primary research and secondary research (benefits and limitations of each)
Methods of primary research, e.g. postal questionnaire, online survey, interviews, focus groups
The need for sampling
Methods of secondary research, e.g. online, accessing government sources, paying for commercial market research reports
Factors influencing the accuracy of market research data

10 0450.3.2.1.02 — Methods of primary research, e.g. postal questionnaire, online survey, interviews, focus groups

Methods of primary research, e.g. postal questionnaire, online survey, interviews, focus groups

11 0450.3.2.1.03 — The need for sampling

The need for sampling

12 0450.3.2.1.04 — Methods of secondary research, e.g. online, accessing government sources, paying for commercial market research reports

Methods of secondary research, e.g. online, accessing government sources, paying for commercial market research reports

13 0450.3.2.1.05 — Factors influencing the accuracy of market research data

Factors influencing the accuracy of market research data

14 0450.3.3.1.01 — Brand image; impact on sales and customer loyalty

Brand image; impact on sales and customer loyalty
The role of packaging
The product life cycle: main stages and extension strategies; draw and interpret a product life cycle diagram
How stages of the product life cycle can influence marketing decisions, e.g. promotion and pricing decisions

15 0450.3.3.1.02 — The role of packaging

The role of packaging

16 0450.3.3.1.03 — The product life cycle: main stages and extension strategies; draw and interpret a product life cycle diagram

The product life cycle: main stages and extension strategies; draw and interpret a product life cycle diagram

17 0450.3.3.1.04 — How stages of the product life cycle can influence marketing decisions, e.g. promotion and pricing decisions

How stages of the product life cycle can influence marketing decisions, e.g. promotion and pricing decisions

18 0450.3.3.2.01 — Recommend and justify an appropriate pricing method in given circumstances

Recommend and justify an appropriate pricing method in given circumstances
Understand the significance of price elasticity: difference between price elastic demand and price inelastic demand; importance of the concept in pricing decisions (knowledge of the formula and calculations of PED will not be assessed)

19 0450.3.3.2.02 — Understand the significance of price elasticity: difference between price elastic demand and price inelastic demand; importance of the conce

Understand the significance of price elasticity: difference between price elastic demand and price inelastic demand; importance of the concept in pricing decisions (knowledge of the formula and calculations of PED will not be assessed)

20 Place – distribution channels: • Advantages and disadvantages of different

Recommend and justify an appropriate distribution channel in given circumstances

21 0450.3.3.4.01 — Different forms of promotion and how they influence sales, e.g. advertising, sales promotion

Different forms of promotion and how they influence sales, e.g. advertising, sales promotion
The need for cost-effectiveness in spending the marketing budget on promotion

22 0450.3.3.4.02 — The need for cost-effectiveness in spending the marketing budget on promotion

The need for cost-effectiveness in spending the marketing budget on promotion

23 0450.3.3.5.01 — The opportunities and threats of e-commerce to business and consumers

The opportunities and threats of e-commerce to business and consumers
Use of the internet and social media networks for promotion

24 0450.3.3.5.02 — Use of the internet and social media networks for promotion

Use of the internet and social media networks for promotion

25 Justify marketing strategies appropriate to a • Importance of different elements of the

Recommend and justify an appropriate marketing strategy in given circumstances

26 0450.3.4.3.01 — Problems of entering foreign markets, e.g. cultural differences and lack of knowledge

Problems of entering foreign markets, e.g. cultural differences and lack of knowledge
Benefits and limitations of methods to overcome such problems, e.g. joint ventures, licensing

27 0450.3.4.3.02 — Benefits and limitations of methods to overcome such problems, e.g. joint ventures, licensing

Benefits and limitations of methods to overcome such problems, e.g. joint ventures, licensing

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