'Marketing is the most important factor for the success of small businesses.' Discuss the extent to which you agree with this view.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2020). The mark or mark type is shown in brackets.

1. [4] Knowledge and Understanding: clear understanding of marketing.
2. [4] Knowledge and Understanding: clear understanding of small businesses.
3. [4] Application: reference to marketing and the success of small businesses.
4. [6] Analysis: initial definitions of marketing (e.g., 'the management process that identifies, anticipates and satisfies consumers' requirements profitably').
5. [6] Analysis: use of the 4Ps as a framework for discussion and analysis, referring to the importance of marketing activities.
6. [6] Analysis: initial discussion of the features and challenges of small businesses.
7. [6] Analysis: claims for the importance of marketing for successful businesses: creates awareness, informs/educates customers, communicates value proposition, matches/defeats competition, sustains customer relationships, helps sales, drives growth.
8. [6] Analysis: discuss the importance of marketing objectives for small businesses.
9. [6] Analysis: analyse other factors like good managers, trained/skilled employees, record keeping, financial skills.
10. [6] Evaluation: judgement/conclusion on the most important factor for small business success.
11. [6] Evaluation: consider other business functions/activities as more important (liquidity, cash control, skilled partnerships, effective operational management).
12. [6] Evaluation: discuss the importance of sound financial management, distinctive products, degree of competition.
13. [6] Evaluation: consider the volatility of the economic environment.
14. [6] Evaluation: compare the importance of marketing with these other factors.
15. [6] Evaluation: consider the timeframe for success (short, medium, long term).
16. [6] Evaluation: Accept any other valid response.
17. [17-20] Level 5: Effective evaluation of the extent to which you agree with the view that marketing is the most important factor for the success of small businesses.
18. [15-16] Level 4: Limited evaluation of the extent to which you agree with the view that marketing is the most important factor for the success of small businesses.
19. [11-14] Level 3: Good analysis of the extent to which you agree with the view that marketing is the most important factor for the success of small businesses.
20. [5-10] Level 2: Limited analysis, with application, of the view that marketing is important to the success of small businesses.
21. [1-4] Level 1: Knowledge and understanding of marketing/small businesses.