Identify and explain four factors Rosa and Eduardo should consider when choosing larger premises.

Mark scheme

Marking points from the official mark scheme (May/June 2016). The mark or mark type is shown in brackets.

1. [4] award one application mark for each factor (maximum of 4)
2. [4] award one mark for an explanation of each factor (maximum of 4)
3. Award one mark for each relevant factor (maximum of four), such as:
4. • Size of premises available
5. • Cost of premises
6. • Condition of the buildings
7. • Car parking available for patients
8. • Security of the area
9. • Access by public transport
10. • Easy access by roads
11. • Close to existing patients
12. • Retention of existing dentists/employees
13. • Other dental clinics in the area
14. • Nature of the surrounding businesses.
15. Do not reward good access for suppliers and wage levels of workers in the area.
16. Award a maximum of one additional mark for each explanation - 2 of which must be applied to this context - of the factor.
17. Indicative response: Parking available for patients [ap] because if there is not sufficient parking available for patients to use then they may prefer to go to alternative dental clinics for treatment and DDC may lose these patients [an].
18. Possible application marks: largest dentist clinics in the country; employs 8 dentists, 10 assistants, 3 receptionists, 1 general manager for the clinic; reputation for high quality treatments; private patients; Government-owned dentist clinics; job vacancies for dentists and assistants; information from Appendix 1 and 2.
19. There may be other examples in context which have not been included here.
20. Knowledge/Analysis/Evaluation – award up to ten marks using the levels-based mark scheme below.
21. Level 3: At least 2 x Level 2 + 9-10 marks for well justified recommendation as to the best method of promotion to use rather than the alternatives. 7-8 marks for some limited judgement shown in recommendation as to the best method of promotion to use.
22. Level 2: 4-6 marks. Detailed discussion of the advantages and/or disadvantages of each method.
23. Level 1: 1-3 marks. Outline of the advantages and/or disadvantages of each method.
24. Relevant points might include:
25. • Advertising on a website: Cheap form of advertising; May/may not be seen by many people
26. • National newspaper: Expensive; Target population may not read newspapers; Reaches a large number of people
27. • Money-off coupons: Negative publicity – if associated with poor quality treatment; Encourages people to try the dental clinic
28. Level 1: One mark for each L1 statement (max of 3 marks) e.g. Advertising on a website is a relatively cheap form of advertising.
29. Level 2: Four marks for the first L2 answer and then one extra mark for each additional L2 answer up to maximum of six marks. E.g. Advertising on a website is a relatively cheap form of advertising but it may be expensive to set-up in the first place if Rosa or Eduardo do not know how to do this. Also maintenance will be required to keep the website up-to-date. The website can show examples of dental treatment which shows white perfect teeth. This will encourage people to become patients at the clinic so they can benefit from the treatments shown on the website. (Four marks for L2 answer + 1 application mark for including reference to teeth whitening and dental treatment.)
30. Level 3: For L3 to be awarded there needs to be at least two L2 marks awarded and then a recommendation which justifies which is the best method to choose.