Analyse the importance of a Unique Selling Point (USP) to a mobile (cell) phone manufacturer.

Mark scheme

Marking points from the official mark scheme (Feb/Mar 2017). The mark or mark type is shown in brackets.

1. [7-8] Good analysis of the importance of a USP to a cell phone manufacturer. Answers need to define the marketing concept of a USP – a specific means or method of product differentiation to gain a competitive advantage - the aspects of a product or service that makes it different from others. The context of a mobile phone business is the intense market competition and where products may be subject to rapid and significant changes in fashion and technology, hence the requirement to continually establish and review the USP of the product and to communicate it through promotion and advertising. Developing a USP can be very expensive, requiring heavy and sustained promotion. By patented technical innovation, a cell phone manufacturer may be able to retain customer loyalty, capture the attention of new customers and so gain higher profits.
2. [5-6] Some analysis of the importance of a USP to a cell phone manufacturer.
3. [3-4] Some application of the importance of a USP.
4. [1-2] Limited understanding of a USP.
5. [9-12] Effective evaluation of a range of proposals to improve customer relations in a retail business. Concern for the customer is considered to be of vital importance as retail stores compete for business, (some people are, in fact, willing to pay a premium price for distinctive customer care). A customer focus (or indeed obsession) is considered to be a cultural characteristic of successful retail stores and an essential component of reputation and loyalty. Good customer care becomes so significant and obvious that it assumes the role of a USP. How might customer relations be improved: Recognise customer care as a potential USP. Make improved customer relations a key organisation objective – motivate/incentivise staff. Examine style of management and leadership in the organisation. Establish and support a culture of customer care – it becomes a key feature of the mission statement. A key feature of appraisal/staff development systems. Specific methods could include: opportunities for customer feedback and suggestions. Improve the service to customers. Improve the range of products/information about goods. Take on more staff/more training for existing staff etc.
6. [7-8] Limited evaluation of a range of proposals to improve customer relations in a retail business.
7. [3-6] Analysis and some application of proposals to improve customer relations in a retail business.
8. [1-2] Understanding of customer relations.