Evaluate the Marketing Director's view that: 'the greener energy mission statement is the most important factor in the success of our solar panel marketing' (lines 10–11).

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2019). The mark or mark type is shown in brackets.

1. [1] Mission statement: a formal summary of the aims and values of a company, organization, or individual
2. [1] Environmental objectives as part of corporate and marketing objectives
3. [1] Marketing planning: including budget, objectives, integrated marketing mix
4. [1] CSP are involved in a 'green' industry
5. [1] Higher prices and less discounts compared to competitors due to longer guarantee period, but possible to still be 'green' and pay less
6. [1] References to consumer's reasons for choosing to install solar panels, but also reasons for buying solar phone chargers and lamps
7. [1] Development of why green objectives may be important or not – will it attract more customers? Do consumers really care?
8. [1] Are consumers willing to pay higher prices for green energy when subsidies disappear?
9. [1] Will the benefit of CSP longer guarantee outweigh competitor's offers of lower prices?
10. [1] Possible impacts on company image and reputation
11. [1] Future use if green energy becomes the 'norm'
12. [1] Judgement as to how important 'green' may be – is price more important?
13. [1] Risks over long term as more competition in 'green' technology and need to stay 'ahead of the game'