Introduction and state vs outline
Before you get started
The example answers included in this guide are for reference only. You may need to use different exam techniques and adapt your approach to the context of the question, depending on the exam board you are following.
The case study examples use the PINCC method. PINCC stands for product, industry, customers and competitors.
State
State questions (1 mark) require you to show knowledge and therefore only require a short response.
Examples of state questions and answers include:
Question
State one element of the marketing mix.
Promotion.
Question
State one example of a tax.
Corporation tax.
Question
State one type of primary research conducted by businesses.
Questionnaire.
Outline
Outline questions are often a one-mark question, requiring a short phrase answer or one or two words.
Examples of outline questions include:
Question
Outline one benefit to Yanna’s Bikes of an increase in uptake of cycling.
More people would be interested in purchasing bikes and other cycling equipment, such as helmets and bike pumps. This would lead to Yanna’s Bikes making more sales revenue.
Question
Outline one way in which Aleksander’s Hair Salon could use promotion.
The hair salon could use promotion, such as radio advertisements, to help raise awareness of the haircuts and hair products offered and persuade potential customers to book appointments.
Question
Outline one impact of changing levels of consumer income on Budget Savers supermarket.
If consumer incomes increase, this could result in lower sales for Budget Savers supermarket as customers may do their food and grocery shopping at more premium supermarkets.
