A Level Business: Marketing strategy (Cambridge 9609) – Practice Questions

These are original questions written for Marlbridge, for revision and practice on this content. They are not reproduced past-paper questions, and they do not replicate the exam’s exact structure, question count or mark tariffs – examination boards hold copyright in their own papers. Use these alongside the official past papers from your board or school.

These questions cover section 8.2 (Marketing strategy) of the Cambridge International AS & A Level Business 9609 syllabus for examination in 2026, 2027 and 2028. Read the study guide and revision notes first. The earlier A Level marketing practice set covers other topic 8 skills. See also the course hub, the checklist and the free diagnostics. All businesses are invented.

Questions

1. Identify the four contents of a marketing plan. [4]

2. Bramhollow Foods has sales revenue of £3.6m in a market worth £45m. Its marketing objective is a 10% market share after one year. The market is forecast to grow by 10% over that year. (a) Calculate Bramhollow’s current market share. [1] (b) Calculate the sales revenue needed to reach its objective. [2] (c) Calculate the percentage increase in sales revenue this requires. [2]

3. Explain one benefit and one limitation of marketing planning for Bramhollow Foods. [4]

4. Maplecombe Joinery is a small firm with three staff. It makes hand-built oak kitchens priced at about £18 000. The owner plans a regional television campaign and a “50% off” summer sale. Analyse why this strategy may not be consistent with the business, the product and the market. [6]

5. Fenwater Skincare sells a premium natural range at £28 a bottle. Its packaging is plain, its advertising says “lowest everyday prices” and it is stocked in discount supermarkets. Explain two ways in which the strategy is not coordinated. [4]

6. Fenwater Skincare changes its marketing objective from raising market share to protecting a premium image. Analyse how its marketing mix should change. [6]

7. Yarlwick Books is an online bookseller with sales revenue of £5.0m. It is considering AI tools to recommend books and set prices automatically. The tools cost £150 000 a year. Yarlwick expects sales revenue to rise by 6%, and gross profit is 30% of sales revenue. Evaluate whether Yarlwick should invest in the AI tools. [8]

8. Hartleap Toys scores three overseas markets from 1 (poor) to 5 (excellent). A high score for competition and trade barriers means weaker competition and fewer barriers.

Criterion	Weight	Market P	Market R	Market T
Market size	35	4	3	5
Growth	25	3	5	2
Competition	20	5	2	3
Trade barriers	20	2	4	3

(a) Calculate the weighted total for each market. [3] (b) Recommend a market and comment on the reliability of the scoring. [2]

9. Explain two implications for a business’s marketing of increased globalisation and economic collaboration. [4]

10. Hartleap Toys sells wooden toys in one design, one brand and one pack worldwide. A new market has strong traditions of locally made toys and different safety rules. Evaluate whether Hartleap should keep a pan-global approach or maintain local differences. [10]

11. Hartleap can enter another market through an export agent (set-up cost £50 000, profit £60 000 a year) or its own subsidiary (set-up cost £360 000, profit £150 000 a year). (a) Calculate the net return over three years and the payback period for each method. [4] (b) Justify which method Hartleap should use. [4]

Answers

1. Objectives [1]; resources [1]; research [1]; marketing mix [1]. [4] Examiner insight: list answers gain credit for the four named contents. Writing only “the four Ps” covers one of them.

2. (a) 3.6 ÷ 45 = 8% [1]. (b) Market after growth = 45 × 1.10 = £49.5m [1]. Target = 10% × 49.5 = £4.95m [1]. (c) Increase = 4.95 − 3.6 = £1.35m [1]; 1.35 ÷ 3.6 = 37.5% [1]. Examiner insight: applying 10% to the old market size of £45m gives a target that is too low. Grow the market first and show each step, so that one slip does not lose everything.

3. Benefit: it gives the whole business one target (10% share) and a budget, so spending is deliberate and can be compared with results [2]. Limitation: the plan depends on forecasts such as 10% market growth, and if the market grows more slowly the target and budget may be unrealistic [2]. [4] Examiner insight: each point needs a reason. A bare “it saves time” or “it can be wrong” is a statement, so link it to the Bramhollow target or forecast.

4. Business: with three staff and little cash, a television campaign may cost more than the firm can afford, and one oak kitchen is a large share of annual output [2]. Product: a high-priced, hand-built kitchen suits a quality image, but a 50% sale suggests low value and may damage that image [2]. Market: buyers of £18 000 kitchens are a small group in the region, so mass television reaches many people who will never buy [2]. [6] Examiner insight: answers that treat business, product and market as three separate tests, each tied to a detail from the stem, tend to show analysis. General remarks about advertising earn little.

5. The price message conflicts with the product: a £28 premium product advertised as lowest price confuses customers about its value [2]. Distribution and packaging do not match the position: discount supermarkets and plain packs do not signal premium quality, so the mix elements send different messages [2]. [4] Examiner insight: explain what is inconsistent and what effect it has on customers. Naming “price” and “place” alone earns less than saying how they clash.

6. Price: keep the price high and avoid discounting, so the price signals quality [2]. Place: move to selective outlets such as department stores or specialist shops that suit the image [2]. Promotion and product: use quality-based promotion and premium packaging, rather than price claims [2]. [6] Examiner insight: the strongest answers start from the new objective and show why each change serves it. Listing all four Ps without a reason is description.

7. Extra sales revenue = 6% × £5.0m = £300 000 [1]. Extra gross profit = 30% × 300 000 = £90 000 [1]. This is £60 000 below the £150 000 annual cost [1]. For: personal recommendations may raise repeat purchases and automatic pricing can respond quickly to demand [2]. Against: the cost exceeds the first-year gain, and poor data or privacy worries could weaken results [1]. Judgement: on these figures Yarlwick should not invest yet; it should do so only if evidence shows the sales gain will grow, or if costs can be cut, because the benefit may build over several years [2]. [8] Examiner insight: use the figures in the stem. Evaluation is stronger when the judgement states a condition, such as what sales growth would make the tools worthwhile.

8. (a) P = 140 + 75 + 100 + 40 = 355 [1]; R = 105 + 125 + 40 + 80 = 350 [1]; T = 175 + 50 + 60 + 60 = 345 [1]. (b) Recommend Market P, the highest score [1]. The totals are close (10 points between first and last) and the scores are judgements, so a small change in weights or scores could change the ranking [1]. [5] Examiner insight: a recommendation that only names the highest total is incomplete. Comment on how sensitive the result is.

9. Opportunity: larger potential markets and lower barriers between collaborating countries, so a business can sell more and spread its risk [2]. Threat: overseas rivals can enter the home market more easily, so the business must research customers and perhaps change its mix to keep its share [2]. [4] Examiner insight: give an implication for marketing, not just a description of globalisation. Another valid implication earns credit if it is explained.

10. Pan-global: one design and pack gives economies of scale, lower promotion cost and a consistent brand [2]. Local differences: the new market values locally made toys and has different safety rules, so an unchanged product may sell poorly or be unlawful to sell [2]. Local adaptation raises costs and may dilute the global brand [1]. Application: Hartleap could keep the brand and core design but alter materials, pack and message to meet the rules and tastes [2]. Judgement: it should maintain local differences in this market because legal compliance and acceptance matter more than scale savings, provided the extra cost does not remove profit [3]. [10] Examiner insight: evaluation answers are strongest when they weigh both sides and then decide for this market. Avoid presenting the two approaches as all-or-nothing.

11. (a) Export agent: net = 3 × 60 − 50 = £130 000 [1]; payback = 50 ÷ 60 = 0.83 years [1]. Subsidiary: net = 3 × 150 − 360 = £90 000 [1]; payback = 360 ÷ 150 = 2.4 years [1]. (b) The export agent has the higher return over three years and repays in under a year, so it carries less risk and needs less cash [1]. The subsidiary gives more control over the brand and quality, and its cumulative return overtakes exporting after about 3.4 years [1]. Choose the export agent if Hartleap is cautious about cash and risk [1]. Judgement: the subsidiary suits a long-term commitment if the market grows, so the best choice depends on the planning period and risk appetite [1]. [8] Examiner insight: “justify” needs a reasoned choice supported by the figures. Using the payback and net return, and naming the time horizon, shows the decision is evidence-based.

Where marks are usually lost

• Naming the marketing mix when asked for the contents of the plan.
• Calculating target sales from the old market size rather than the grown one.
• Making general points about planning, strategy or AI that are not tied to the business in the stem.
• Treating consistency as one idea instead of testing business, product and market separately.
• Saying a mix is coordinated without showing the shared message.
• Giving only benefits of IT and AI, or only drawbacks.
• Recommending the top weighted score without commenting on the weights.
• Ending an evaluation with two lists of points and no reasoned final choice.

Next steps

• Review the revision notes and the study guide.
• Check coverage on the course hub and the checklist.
• Take the free 10-minute diagnostics.
• Book a free trial class.

Frequently asked questions

Which section of Cambridge AS and A Level Business 9609 do these questions cover? Section 8.2 Marketing strategy, including marketing planning, a coordinated marketing mix, IT and AI in marketing, and international marketing.

What is a common mistake when calculating a market share target? Applying the target share to the old market size when the market is forecast to grow. Work out the new market size first, then apply the target share.

How should I recommend a market from a weighted scoring table? Name the highest total but also comment on the reliability of the scores and weights, especially when totals are close. Naming the top score alone is incomplete.

What does a question on a coordinated marketing mix need? Show the shared message running through price, product, promotion and place, and explain what is inconsistent and how it affects customers if the elements clash.

Official syllabus

Cambridge International AS & A Level Business 9609 syllabus for examination in 2026, 2027 and 2028, published by Cambridge Assessment International Education: section 8.2 (Marketing strategy).