Identify and explain one advantage and one disadvantage of using social media networks for the promotion of AH.

Mark scheme

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

1. Knowledge [2 x 1] - award one mark for each advantage/disadvantage.
2. Analysis [2 x 1] – award one mark for a relevant explanation for each advantage/disadvantage.
3. Application [2 x 2] – award two application marks for each advantage/disadvantage.
4. Award one mark for each advantage/disadvantage (maximum of two), such as: Advantages: Cheap to advertise the business; Will be seen by many people; Covers a wide area; Easy to update; Target specific customers; Cheap way to gain customer feedback. Disadvantages: One unhappy customer can give the business a bad reputation quickly; Message lost amongst many messages on social media; Quickly forgotten and no hard copy to remind customers of the services provided; Not all customers have access to internet/social media.
5. Award a maximum of three additional marks for each explanation – 2 of which must be applied to this context – of the advantage/disadvantage.
6. Indicative response: Using social media is very cheap (k) and will quickly get the message to a lot of people about the services provided by AH. (an) Many of these people may own animals and need help looking after them. (ap) The message will raise awareness of AH and make potential customers think about contacting them to have their animals washed and groomed therefore increasing sales. (ap)
7. Possible application marks: Animals; dogs; cats; pets; rare animals; small cage; washing and brushing animals; animals cared for overnight; pet owners; business set up 2 years ago; shampoo and brushes; expand and move to larger site; complaint on the social media message
8. There may be other examples in context that have not been included here.
9. Relevant points might include: Internal recruitment: Advantages: Lower recruitment costs, Motivating for employees – increased chance of promotion - work hard, Already know the business and processes no induction training, Suitability of applicants already known by the business. External recruitment: Advantages: New ideas, New skills/experience, Less training needed.
10. Knowledge/Analysis/Evaluation – award up to 10 marks using the levels-based mark scheme below.
11. Level 3 (9-10 marks): At least 2 x Level 2 + well justified recommendation as to whether to use internal or external recruitment and why not the alternative. (7-8 marks): For some limited recommendation as to whether to use internal or external recruitment.
12. Level 2 (4-6 marks): Detailed discussion of the advantages of internal and/or external recruitment.
13. Level 1 (1-3 marks): Outline of the advantages of internal and/or external recruitment.
14. Level 1 - 1 mark for each L1 statement (max of 3 marks) e.g. Internal recruitment is cheaper than external.
15. Level 2 – one L2 explanation can gain 4 marks and a further mark can be awarded for each additional L2 explanation (max 6 marks) e.g. Internal recruitment is cheaper than external as it is carried out by existing employees. They are used to the ways of working at AH and can tell the new manager how things are done with the animals. The existing employees can show the manager how the grooming and brushing is carried out so that customers do not see anything new and are happy with the way their animals are looked after. (4 marks for L2 explanation plus one application mark for referring to the grooming and brushing of animals)
16. Level 3 - For L3 to be awarded there needs to be at least two L2 marks awarded and then a recommendation whether to use internal or external recruitment..
17. Award up to 2 additional marks for relevant application.
18. Possible application marks: Animals; unskilled workers; dogs; cats; pets; washing and brushing animals; qualified animal nurse; 12 adults and 6 children workers; information from Appendix 1 on the AH advert; complaint on the social media message;