7115 Business Studies: Mark Scheme

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MARK SCHEME for the October/November 2010 question paper
for the guidance of teachers
7115 BUSINESS STUDIES
7115/22 Paper 2 (Case Study), maximum raw mark 100
This mark scheme is published as an aid to teachers and candidates, to indicate the requirements of the examination. It shows the basis on which Examiners were instructed to award marks. It does not indicate the details of the discussions that took place at an Examiners’ meeting before marking began, which would have considered the acceptability of alternative answers. Mark schemes must be read in conjunction with the question papers and the report on the examination.

• CIE will not enter into discussions or correspondence in connection with these mark schemes. CIE is publishing the mark schemes for the October/November 2010 question papers for most IGCSE, GCE Advanced Level and Advanced Subsidiary Level syllabuses and some Ordinary Level syllabuses.

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This mark scheme includes a summary of appropriate content for answering each question. It should be emphasised, however, that this material is for illustrative purposes and is not intended to provide a definitive guide to acceptable answers. It is quite possible that among the scripts there will be some candidate answers that are not covered directly by the content of this mark scheme. In such cases, professional judgement should be exercised in assessing the merits of the answer. Examples of possible answers are also included in this mark scheme. Again, it should be emphasised that this is for illustrative purposes and the examples chosen represent only some of the many possible responses that would merit reward.

Application marks are not awarded for the name of the business or person from the case material. Application is by answering in the context of the case or by using the information in the case to help answer the question.

1 (a) Kim and Selina buy food for the restaurant from local farms. Explain two factors Kim and Selina should take into account when deciding from which farms to buy the food. [8]
Content: price; quality; location; transport; credit; variety of food sold; reliability of supplier. The marks available for this question are as follows: 2 marks for knowledge; 2 marks for application, and 4 marks for explanation/analysis.

1 knowledge mark + up to 2 explanation marks + 1 application mark for each factor (4 marks × 2 factors)
Below is an example to illustrate the difference between a simple explanation worth one additional mark and a developed explanation worth 2 additional marks. An example is also provided of where the application mark might be awarded.

Possible application marks: any specific food products, e.g. vegetables; customers; wedding customers; business customers; meals; city.
There may be other examples in context which have not been included here. Reason: how far away is the farm (1 knowledge mark)
Simple explanation: so that transport costs will be kept down. If the farm is a long way away, this will add to the restaurant’s costs and it may mean they have to increase the price of their meals. (1 additional mark for simple explanation)

Developed explanation: How far away is the farm (1) so that transport costs will be kept down. If the farm is a long way away, this will add to the restaurant’s costs and it may mean they have to increase the price of their meals (1). If their prices are increased, they may not be as competitive and they may lose customers and therefore have lower profits. (1 further explanation mark for a developed explanation)

Application: the application mark could be achieved as the answer refers to restaurant customers and meals. (1 application mark)
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(b) Kim and Selina use the services...
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