Baking Bliss is a local bakery that produces a range of breads and cakes. The owner, Sarah, wants to increase her customer base and has limited funds.

Mark scheme

Marking points from the official mark scheme. The mark or mark type is shown in brackets.

1. **(a)**
2. Award 1 mark for a partial definition and 2 marks for a full, accurate definition.
3. e.g. The combination of elements used by a business to market its products (1). It typically includes Product, Price, Place, and Promotion (1).
4. **(b)**
5. Award 1 mark for identification of an element, 1 mark for application to Baking Bliss/limited funds, and 1-2 marks for analysis of how it helps increase customer base. Repeat for a second element (max 5 marks: 2+2+1).
6. Possible elements: Product, Price, Place, Promotion.
7. e.g. **Promotion** (1). Sarah could use social media marketing (1) to reach new customers at a low cost, as she has limited funds. This could involve posting appealing photos of her products and running local campaigns to attract attention and encourage visits to her bakery (1). This increases awareness and brings in new customers (1).
8. e.g. **Price** (1). She could offer a 'buy one get one free' deal on certain days (1) to attract price-sensitive customers. This encourages new customers to try her products and potentially become repeat buyers, even with limited funds (1). This could also involve offering loyalty cards to encourage repeat purchases and word-of-mouth (1).