Define the term 'unique selling point' (USP).

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2018). The mark or mark type is shown in brackets.

1. [2] The special feature(s) of a product / service / business / an example may be given (1) what makes a product stand out or seem special (1) that differentiates it from competitor products or services (1) gives a business a competitive advantage (1).
2. [2] Sound definition - 2 of the factors listed above
3. [1] Partial definition - 1 of the factors listed above
4. [0] No creditable content.
5. [3] An effective way of distancing a product or service from competitive rivals.
6. [3] A competitive advantage can be created.
7. [3] Opportunity to charge higher prices due to exclusive design.
8. [3] Decrease price elasticity of demand.
9. [3] Differentiated products / services may lead to higher sales / increased market share.
10. [3] Effective promotion can focus on the differentiated features.
11. [3] Customers are attracted to the 'special', 'different' or 'exclusive' nature of the product / service so creating a strong brand and customer loyalty.
12. [3] Sound explanation of two benefits to a business of having a USP
13. [2] Sound explanation of one benefit or partial explanation of two
14. [1] Partial explanation of one benefit or a list of two
15. [0] No creditable content