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Date May 2021 Marks available 6 Reference code 21M.1.SL.TZ0.1
Level Standard level Paper Paper 1 Time zone Time zone 0
Command term Explain Question number 1 Adapted from N/A

Question

Refer to the Multi Marketing (MM) case study (SL/HL paper 1 May 2021).

Outline two benefits for MM of outsourcing human resource management (HRM) (lines 51–54).

[4]
a.

Explain how MM has differentiated itself.

[6]
b.

Markscheme

Possible benefits include:

Accept any other relevant benefits.

Mark as a 2 + 2.

Award [1] for each relevant benefit identified and an additional [1] for further outline in context. Award a maximum of [2] for each benefit.

a.

Refer to Paper 1 markbands for May 2016 forward, available under the "Your tests" tab > supplemental materials.

This question assesses candidates’ knowledge and understanding of differentiation, both in general (what it means, how it may be achieved) and in the specific case of MM.

Companies differentiate themselves from their competitors in many ways, such as:

The case study explicitly mentions about customer service, as MM “aims to respond to customers more quickly than others in the industry” (line 65). Other methods of differentiation are implied, for example MM has strong ethical objectives (e.g. only accepting customers with strong equal opportunities policies) and highly values cultural diversity (e.g. having multicultural content in the marketing strategies it creates). Their competitors may share those same ethical objectives and value cultural diversity too. The case study does not provide much information about MM competitors, yet this is not a problem to answer this question:

Accept any other relevant explanation.

Marks should be allocated according to the paper 1 markbands for May 2016 forward section A.

Award a maximum of [3] for a theoretical answer about differentiation.

Award a maximum of [4] for a descriptive answer.

b.

Examiners report

Most candidates demonstrated some understanding of outsourcing and its benefits. Some candidates did not relate their understanding to human resource management. Good answers utilised the pre-release case study and context to the business (MM) in relation to cost-saving and to the founders’ areas of expertise (marketing and communication, as opposed to HR).

a.

Many candidates only copied sentences from the case study, so they were not able to show whether they really understood the meaning of differentiation. Many responses consisted of simple lists of ideas, but others were well applied to MM, especially with reference to competitors and to customers, sometimes using subject terminology (such as USP) very well.

b.

Syllabus sections

First exams 2024 » Unit 4: Marketing » 4.2 Marketing planning » 4.2.5 How organizations can differentiate themselves and their products from competitors
Last exams 2023 » Unit 4: Marketing » 4.2 Marketing planning (including introduction to the four Ps) » How organizations can differentiate themselves and their products from competitors
Last exams 2023 » Unit 4: Marketing » 4.2 Marketing planning (including introduction to the four Ps)
First exams 2024 » Unit 4: Marketing » 4.2 Marketing planning
First exams 2024 » Unit 4: Marketing
Last exams 2023 » Unit 4: Marketing
Last exams 2023
First exams 2024

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