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Centre number
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AS
APPLIED BUSINESS
Unit 4 Meeting Customer Needs
Thursday 19 May 2016
Afternoon
Time allowed: 1 hour
Materials
You will need no other materials.
Instructions
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Use black ink or black ball-point pen.
Fill in the boxes at the top of this page.
Answer all questions.
You must answer the questions in the spaces provided. Do not write outside the box around
each page or on blank pages.
Do all rough work in this book. Cross through any work you do not want to be marked.
Information
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The maximum mark for this paper is 60.
The marks for questions are shown in brackets.
Questions 2(b) and 3(b) should be answered in continuous prose.
In these questions you will be marked on your ability to:
– use good English
– organise information clearly
– use specialist vocabulary where appropriate.
(JUN16BS0401)
G/TI/Jun16/E3
BS04
2
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Answer all questions in the spaces provided.
1
Read Item A and then answer the questions that follow.
Item A cannot be reproduced here due
to third-party copyright constraints.
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3
1 (a)
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Using Item A, explain how providing a ‘Ratings & Reviews’ section on the website
helps JLP to meet its customers’ needs.
[5 marks]
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4
1 (b)
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Using Item A, explain how JLP has developed a reputation for providing good customer
service.
[6 marks]
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5
1 (c)
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Using Item A, analyse the benefits to JLP of providing good customer service.
[8 marks]
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6
2
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Read Item B and then answer the questions that follow.
Item B cannot be reproduced here due
to third-party copyright constraints.
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2 (a)
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Using Item B, analyse how product development has helped JLP to meet the needs of
its customers.
[9 marks]
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8
2 (b)
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How important is it for JLP to use research and development to find new ways to
increase its future sales? Use Item B to justify your answer.
[12 marks]
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Turn over for the next question
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21
10
3
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Read Item C and then answer the questions that follow.
Item C
Style or convenience
When Barney and two of his friends finished their apprenticeship in hairdressing,
they decided to set up their own barbers shop. This type of shop has become more
popular, and trade journals have reported that they are second only to charity shops
as new enterprises. Additional secondary research also identified three potential
customer segments, as shown in Figure 1 below.
Figure 1 Potential customer segments
Customer segment
Features
A
Fashion-conscious
and young men
Popular with young men wanting to appear trendy by
following the style of football or media idols.
B
Middle-aged and
older men
Preferred haircuts include traditional styles such as short
back and sides. Live within walking distance, do not
want to wait for their haircut and want value for money.
C
Young to
middle-aged men
Interested in the facilities offered and want the haircut
to be a pleasant experience. Like new technology and
want to watch sports and music videos.
Barney and his friends found an empty shop on the outskirts of their local town.
Before refurbishing the shop, they discussed the types of customer that they would
need to attract. Barney thought that customers would be most concerned with the
barber’s skills and his personality. However, one of the friends said that they would
need a wide-screen television, a sound system and late night opening, which could
attract young people who would enjoy the social atmosphere and might even get
a haircut! The other friend said that value for money was most important, as there
were so many middle-aged and elderly men in the local area who would want only
a basic haircut. The three friends could not agree on the type of customer that they
wanted to attract, but did agree that they needed to research the market further.
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3 (a)
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Using Item C and Figure 1, analyse why it is important for Barney and his friends to
understand the needs of their potential customer segments.
[8 marks]
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12
3 (b)
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Recommend two methods of research that Barney and his friends could use to decide
which customer segment they should target. Use Item C to justify your answer.
[12 marks]
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END OF QUESTIONS
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20
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Copyright information
For confidentiality purposes, from the November 2015 examination series, acknowledgements of third party copyright material will be published in a
separate booklet rather than including them on the examination paper or support materials. This booklet is published after each examination series and is
available for free download from www.aqa.org.uk after the live examination series.
Permission to reproduce all copyright material has been applied for. In some cases, efforts to contact copyright-holders may have been unsuccessful and
AQA will be happy to rectify any omissions of acknowledgements. If you have any queries please contact the Copyright Team, AQA, Stag Hill House,
Guildford, GU2 7XJ.
Copyright © 2016 AQA and its licensors. All rights reserved.
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