WIXLIB

J204/01Mark SchemeJune 20XXMARKING INSTRUCTIONSPREPARATION FOR MARKINGSCORIS1. Make sure that you have accessed and completed the relevant training packages for on-screen marking: scoris assessor Online Training; OCREssential Guide to Marking.2. Make sure that you have read and understood the mark scheme and the question paper for this unit. These are posted on the RM CambridgeAssessment Support Portal http://www.rm.com/support/ca3. Login to scoris and mark the required number of practice responses (“scripts”) and the number of required standardisation responses.YOU MUST MARK 10 PRACTICE AND 10 STANDARDISATION RESPONSES BEFORE YOU CAN BE APPROVED TO MARK LIVESCRIPTS.MARKING1.Mark strictly to the mark scheme.2.Marks awarded must relate directly to the marking criteria.3.The schedule of dates is very important. It is essential that you meet the scoris 50% and 100% (traditional 40% Batch 1 and 100% Batch 2)deadlines. If you experience problems, you must contact your Team Leader (Supervisor) without delay.4.If you are in any doubt about applying the mark scheme, consult your Team Leader by telephone or the scoris messaging system, or byemail.5.Work crossed out:a. where a candidate crosses out an answer and provides an alternative response, the crossed out response is not marked and gains nomarksb. if a candidate crosses out an answer to a whole question and makes no second attempt, and if the inclusion of the answer does notcause a rubric infringement, the assessor should attempt to mark the crossed out answer and award marks appropriately.6.Where a multiple choice question has only a single, correct response and a candidate provides two responses, then no marks should beawarded.2

J204/01Mark SchemeJune 20XX7.When a candidate provides contradictory responses, then no mark should be awarded even if one of the answers is correct.8.Always check the pages (and additional objects if present) at the end of the response in case any answers have been continued there. If thecandidate has continued an answer there then add a tick to confirm that the work has been seen.9.There is a NR (No Response) option. Award NR (No Response):- if there is nothing written at all in the answer space- OR if there is a comment which does not in anyway relate to the question (e.g. ‘can’t do’, ‘don’t know’)- OR if there is a mark (e.g. a dash, a question mark) which isn’t an attempt at the questionNote: Award 0 marks - for an attempt that earns no credit (including copying out the question)10.The scoris comments box is used by your team leader to explain the marking of the practice responses. Please refer to these commentswhen checking your practice responses. Do not use the comments box for any other reason.If you have any questions or comments for your team leader, use the phone, the scoris messaging system, or e-mail.11.Assistant Examiners will send a brief report on the performance of candidates to your Team Leader (Supervisor) by the end of the markingperiod. The Assistant Examiner’s Report Form (AERF) can be found on the RM Cambridge Assessment Support Portal (and for traditionalmarking it is in the Instructions for Examiners). The report should contain notes on particular strengths displayed as well as common errorsor weaknesses. Constructive criticism of the question paper/mark scheme is also appreciated.12.For answers marked by levels of response:a. To determine the level – start at the highest level and work down until you reach the level that matches the answerb. To determine the mark within the level, consider the following:DescriptorMeets the criteria but with some slight omission orinconsistencyEnough achievement on balance for this levelMeets the criteria for this level wellAward markAt bottom of levelAt middle of levelAt top of levelPlease note that the overall the descriptors for levels of response question have been restricted to the following:StrongGoodLimited3

J204/01Mark SchemeJune 20XXWhere:3 marks are available for a skill or element that is considered strongly demonstrated2 marks are available for a good demonstration of a skill or element1 mark is available for a skill or element that is limited in its demonstrationWhere there are 3 levels but only 2 marks for a particular skill, we have used the same descriptor for that skill across two levels.For A03b (evaluation) only limited evaluation is required for level 2, however strong evaluation is required to reach the top of level 3. This isbecause both of the subsequent 2 marks are available within this top level.13.AnnotationsAnnotation and Meaningfor correct and incorrect responsesBODVGIRRLREPNAQEGL1L2L3benefit of doubtvagueirrelevantrepetitionnot answering questionexample givenLevel 1Level 2Level 3Highlighting is also available to highlight any particular points on the script.ARA – Any Reasonable AnswerWhere ARA is indicated within the Guidance column for any item on this mark scheme, examiners must accept any reasonable answer that in theirprofessional opinion is as worthy of merit as those indicated, either by Indicative Content or within Exemplar Responses, on the final mark schemepost-standardisation. However, examiners should liaise with their Team Leaders / Principal Examiner wherever there remains any doubt as towhether or not a response (or part-response) should be credited.4

J204/01Mark SchemeJune 20XXOFR – Own Figure RuleWhere OFR is indicated within the Guidance column for any item on this mark scheme, (normally in an item which is assessing the use ofquantitative skills, such as calculation), examiners must credit candidates for answers which demonstrate correct working for one or moresubsequent marks (as guided by the mark scheme), even though an earlier calculation had produced an incorrect answer as the basis for thatworking. OFR will apply to all marks other than the first mark in such a response, unless reference is made to specific marks for OFR.5

J204/01Section AQuestion1Mark SchemeAnswerJune 20XXDMarks1Assessment 0A1211B1212D1213D11a14A1215A126

J204/01Section BQuestion16 aMark SchemeAnswerMarks2Answer may include: June 20XXGuidance1 mark for each correct identification of a characteristic.AO1a 2willing to take rd dgeablepeople personARA16bAnswers may include: 2AO1b 1gaining new customersincreasing market shareselling new productsopening new storesreinvesting in the business1 mark for understanding of organic growth.1 further mark for a development point in context.AO2 1Exemplar responses:By opening new stores/selling more products etc. Boohoohas increased its product range. (2)Organic growth is expansion through reinvestment into thebusiness. (1)7ARA

J204/01Section BQuestion16 cMark SchemeAnswerMarks2identify similar characteristicstarget marketing more effectivelymodify products/price/promotion/place to suitsegmentallocate budgetsidentify new segmentsAO1a 1Answers may include: AO2 1June 20XXGuidance1 mark for identification of an advantage of using marketsegmentation.1 further mark for application of an advantage of usingmarket segmentation to Boohoo.Exemplar response:Market segmentation makes it easier for a business toidentify characteristics of their customers (1) so Boohoocan target its products at those between 16 to 24 years old(1).16dAnswers may include: ARA2Boohoo is likely to have had an objective ofsurvival in 2006Boohoo may have been trying to establish thebrand name when the owners started the businessThe current objective appears now to be growth tobecome the market leaderBoohoo is likely to be pursuing profits now toreward the owners/shareholdersAO1b 1AO2 11 mark for understanding of a business objective.1 further mark for explanation of how this objective may havechanged over time for Boohoo.Exemplar response:Boohoo would have had to pursue an objective of survival(1) but now the business has grown Boohoo may belooking for profit to reward the owners. (1)ARA8

J204/01Mark SchemeSection BQuestion16 eAnswerMarks3Answers may include: postage – will customers be willing to wait?no shops – more difficult to return goodswebsite – requires the Internet, no way to ‘try’product etc.smartphone and tablet apps – size of screen,security of payment etc.AO1b 1AO2 1AO3a 1fi 16fii1AO1a 1cheap to usetargets market segment - youngerpeople/consumerstrends/fashion often decided on social medialarger audiencequick to communicate 1 mark for identification of an advantage to a business of ausing social media to promote its products.ARAAnswers may include: 1 further mark for application of a disadvantage to acustomer of Boohoo’s distribution channel.ARAAnswers may include: Guidance1 mark for understanding of a disadvantage to a customer ofa particular distribution channel.1 further mark for analysis of a disadvantage to a customer ofBoohoo’s distribution channel.Exemplar response:There is no way for a customer to try the products beforepurchase with internet sales (1). This is particularlyimportant when clothes are being sold (1) because thecustomer may be disappointed with the clothes and haveto spend more time sending the clothes back to Boohoo(1).16June 20XX1no guarantee that it will target the correct marketeasy to ignore – customers may ‘skip ads’many forms of social media – may be expensive totarget all of themmessage may be distorted through social mediausersmay require an employee to monitor social media9AO1a 11 mark for identification of a disadvantage to a business of ausing social media to promote its products.ARA

J204/01Mark SchemeSection BQuestion16fiiiAnswerMarksresponsePromotion is the communication between the businessand the customerAO2 2Social media – Facebook, Twitter, Instagram, etc:AO3a 2Answers may include:AO3b 3 June 20XX7A judgement that Boohoo should continue to usesocial media with justificationGuidanceUse Levels of Response criteriaAll level descriptors describe the TOP of the level – pleaseread guidance at the beginning of the mark schemeregarding best fit approach.Level 3 (5-7 marks)(AO2 – 2 marks, AO3a – 2 marks, AO3b – 3 marks) A judgement that Boohoo should not continue touse social media with justification A judgement covering both sides from differentperspectives (e.g. Boohoo should in the short runbut not in the long term) with justificationExemplar response:Boohoo should possibly continue to use social mediabecause it has obviously helped the business to grow.(AO2) However this depends upon whether Boohoo cancontinue to use social media at a low cost compared toother methods. (AO2) If other methods prove moreeffective and cheaper the business could switch methodsto make more profit. (AO3a).Social media is the best way for Boohoo to target theyounger audience, which is their target market (AO2).Using traditional media like newspapers might not work astheir target audience don’t read them, and TV ads mightbe too expensive to be worth it (AO3a)If Boohoo do use social media, they must consider whichsort of social media is the most appropriate (e.g.Facebook, Twitter, Instagram), (AO2) and which is themost cost-effective. To do this they probably need to dosome research to find out which media their customers10Good application of knowledge and understanding ofbusiness concepts and issues to the context of Boohoo Ltd.There is a detailed understanding of the relevant elements ofthe scenario.(AO2) There are no additional marks availablefor application above those achieved at level 2.Good analysis of business information and/or issues todemonstrate understanding of Boohoo’s use of social mediato promote products. There is a deconstruction of relevantinformation and/or issues to find connections and to providelogical chains of reasoning. (AO3a)Strong evaluation of business information and issues todemonstrate understanding of Boohoo’s use of social mediato promote products. A judgement is made and conclusionsare drawn that are fully justified and which draw onunderpinning knowledge and understanding. (AO3b)Level 2 (3-4 marks)(AO2 – 2 mark, AO3a – 1 mark, AO3b – 1 mark)Good application of knowledge and understanding ofbusiness concepts and issues to the context of Boohoo Ltd.There is a detailed understanding of the relevant elements of

J204/01Mark SchemeSection BQuestionAnswerJune 20XXMarksGuidanceuse the most.(AO3a)the scenario.(AO2)On balance, given that less and less people are readingnewspapers and magazines, TV is expensive and thereare so many channels, and radio may not reach theirtarget audience, I think Boohoo should continue to usesocial media to promote its products. (AO3b) If the mostappropriate social media strategy is selected, it should beable to reach their target audience, and if properlyresearched it should raise awareness of Boohoo in a fairlycost-effective way. (AO3b)They have already had somesuccess using this strategy, and social media use is still onthe increase. (AO3b)Limited analysis of business information and/or issues todemonstrate understanding of Boohoo’s use of social mediato promote products. There are some relevant chains ofreasoning such as simple statements of cause and

business manufactures colourful T-shirts with logos and pictures on the front. Shirtz Ltd has been operating from a room in their house. Shamira and Zubair make the T-shirts and sell them through online stores such as Amazon and eBay. Shamira and Zubair would like to expand the business. They have created a business plan to help them.