Cambridge 9609, Paper 3 & 4. 330 questions, 2020 to 2026.
Case studies and questions retyped from the original Cambridge material; Paper 3 mark schemes are cropped from the official mark scheme PDFs, Paper 4 mark schemes are retyped as text. A few 2020–2022 Paper 3 case studies were recovered by OCR from a damaged source file — those are marked where it applies.
Questions on marketing strategy: marketing planning, a coordinated and consistent marketing strategy, the role of IT and AI in marketing, and how to enter international markets.
29 past paper questions on this topic since 2020, across 15 exam sessions.
| Year | Paper 3 | Paper 4 | Total | Chart |
|---|---|---|---|---|
| 2026 | 0 | 1 | 1 | |
| 2025 | 1 | 4 | 5 | |
| 2024 | 2 | 1 | 3 | |
| 2023 | 3 | 4 | 7 | |
| 2022 | 5 | 0 | 5 | |
| 2021 | 4 | 0 | 4 | |
| 2020 | 4 | 0 | 4 |
The whole topic on one page, with answers and mark schemes. Printing this page prints just this list.
WCP was started in 2015 in Australia by Aldin. He wanted to use his enterprise skills for the benefit of society. Aldin persuaded several of his friends and family to invest and WCP was set up as a private limited company. WCP manufactures toilet paper using sustainable resources. Aldin wants WCP to be a profitable company, selling its toilet paper in high income countries. Aldin also has important social objectives for WCP. WCP donates fifty percent of all profits after tax to its own charity that works in low-income countries to provide better toilets and improve sanitation.
Inflation has been rising and economic growth is slow in all the main countries where WCP sells its products. Governments in these countries have increased interest rates.
There is increasing environmental awareness and higher income earners continue to buy ethically sourced and produced products.
All WCP sales of its toilet paper are currently made through its website. The toilet paper is sent directly to customers from distribution centres in the US, Europe and Australia.
Customers have to order toilet paper in large quantities. WCP has a loyal customer base of ethically-minded customers who are prepared to pay premium prices for its toilet paper.
WCP’s toilet paper is presented in distinctive packaging. The packaging is brightly coloured and recyclable, displaying the WCP company logo and its slogan ‘We Care’. Effective customer relationship marketing ensures that customers are reminded to reorder toilet paper and are also kept up-to-date with the WCP charity’s projects worldwide.
Aldin wants to start selling WCP toilet paper in supermarkets in Europe. WCP need to decide on an appropriate integrated marketing plan to sell its toilet paper through supermarkets.
Using sales figures from the last two years, Aldin has estimated the elasticity data for online sales of the WCP toilet paper product. These estimates are shown in Table 1.1.
Aldin is always considering ways to expand WCP. WCP has the opportunity to take over GC, a successful company based in the US that manufactures eco-friendly paper products. Aldin thinks that this takeover would be an effective way for WCP to increase its scale of operations. Aldin is trying to raise the finance for the $8 million required to take over GC. He is considering raising this through long-term bank loans. However, WCP’s Finance Director has suggested that they
might convert WCP to a public limited company and raise the finance required through a share flotation. Table 1.2 shows extracts from WCP’s financial statements.
Aldin supports creativity in WCP employees and rewards innovative ideas. All WCP employees have full-time permanent contracts and are paid above average salaries. Employee requests for flexi-time are granted whenever possible, as Aldin believes that work-life balance is important. Employees are offered relevant training to help develop their careers with promotion opportunities. Labour turnover is low and WCP has gained a reputation as an ethical employer.
The human resources management (HRM) approach at GC is quite different to WCP. The aim of GC’s approach is to minimise unit labour costs. Production line employees are paid the national minimum hourly wage and most have part-time or zero hours contracts. Team leaders on each production line are set daily targets and monitor employees’ work to ensure these are achieved. Labour turnover is high and employees complain about boring jobs and low pay.
If the takeover goes ahead, Aldin will consider whether to change the HRM approach at GC to be the same as the current HRM approach at WCP.
(a) Use the data in Table 1.1 and Table 1.2 and assume no other changes. [4 marks]
(b) Evaluate the most important element of a new marketing plan for WCP to sell its toilet paper through supermarkets. [12 marks]
AH is a private limited company. It is a software business that specialises in messaging apps for smartphones. AH’s most popular app is called Rotate which is free to download and use. AH makes revenue by selling advertising space on Rotate to businesses. AH releases new software updates for Rotate regularly.
2025 July AH’s managing director presents a SWOT analysis (see Appendix 1) at the annual general meeting (AGM). AH develops a new version of Rotate, version 5.0. This is the biggest change to the software since it was launched. It contains a critical security update. Rotate version 5.0 passes AH’s quality control.
2025 August AH releases Rotate version 5.0 on 1 August. Many complaints are received (see Appendix 2). Rotate becomes a major news story. The board of directors eventually calls an emergency board meeting on 15 August. The operations director assures the board that version 5.1 will be released within five days to resolve the issues. The board agrees to inform customers and the media about version 5.1 and to increase the number of customer service advisors. The marketing director believes that AH should issue a public apology. Rotate version 5.1 is released and solves the issues. 2025 September Many news agencies continue to contact AH about Rotate 5.0. The marketing director resigns from her job and gives an interview to a global news agency (see Appendix 3).
2025 October A number of industry experts advise customers to delete Rotate from their smartphone. One of AH’s main competitors advertises their messaging app as ‘safer than Rotate’. Advertising revenue from Rotate falls by 50%. Use of Rotate falls for the first time since its launch. 2025 November The board of directors dismisses the managing director and operations director from AH.
2025 December A new managing director is recruited and is interviewed by a technology magazine (see Appendix 4).
2026 January Rotate is removed from online stores and will no longer be supported by AH.
AH has developed a new messaging app called Candlestick. Candlestick has more features than any of AH’s competitor products and testing has been very positive. The new marketing director has been told to develop an appropriate marketing strategy to successfully launch the Candlestick app.
Appendix 2: data about complaints received after Rotate version 5.0 is released in August 2025
Appendix 3: extract from an interview given by former marketing director of AH in September 2025
‘It was a disaster waiting to happen. I tried to make the managing director aware of the problems, but he would not listen and that is why I had to resign.
Appendix 4: extract from an interview with the new managing director in December 2025
‘AH apologises for the disruption caused by Rotate 5.0. We have decided to remove the Rotate app from all online stores in 30 days and will be releasing our new messaging app next year.’
Advise AH on an appropriate marketing strategy to successfully launch the Candlestick app. [20 marks]
Knowledge (max 1 mark) can be awarded for any relevant business knowledge about business strategy, marketing; elements of marketing, including:
The elements of a marketing strategy, including:
Award for any explanation of relevant business knowledge, up to a max of 2 marks.
AH can use the Marketing mix to design a marketing strategy. Some basic knowledge about marketing, so only K.
AH can use the Marketing mix to design a marketing strategy, for example they can 1 K for identification and focus on the Product and ensure adequate R&D is completed to ensure there are no bugs 1 DEV for a point of. explanation AH can use the Marketing mix to design a marketing strategy, for example they can 1 K for identification and focus on the Product and ensure adequate R&D is completed to ensure there are no bugs 2 DEVs for two points of and that the additional features really do work before using this aspect in their explanation Promotional campaign.
No other AO2, AO3 OR AO4 marks can be awarded without AO1.
(L1 Analysis – limited analysis of element(s) of a marketing strategy, L2 Analysis – good analysis of element(s) of a marketing strategy, L3 Analysis – this then needs to be counterbalanced to get to L3. If a candidate does this twice, they will gain 8 marks.
Analysis is likely to be based on the marketing strategies AH could use to launch the new product ( and and ), including:
•
Place – most apps are ‘sold’ on the Apple app store or Google play store (online shops) – wide audience – more likely to attract a large number of customers – however likely to be expensive and reduce AH opportunity to meet their profit forecast for 2026.
Evaluation ( and and ) including:
Candidates MUST answer the question –.what strategies will help improve performance at AH. The development and support of this judgement will help them to move through L2 and L3.
To award L3 the answer must be in context and draw upon the previous analysis.
No credit (limited supporting evidence) with context) supporting evidence) AH should AH should focus AH should focus on the quality and AH should focus on the quality and features focus on the on the quality and features of the new product in their of the new product in their strategy as this is Product in features of the strategy as this is the most the most important aspect when launch this their strategy new product in important aspect when launch this type of product. As they lost 50 per cent of their strategy as type of product. This will help their customers through the inadequate this is the most support with regaining customers product development of Rotate 5.0. This will important aspect confidence. help support with regaining customers when launch this confidence type of product.
Accept all valid responses.
FM is a retailer of low-price clothing. It opened its first store in country X in 1978. FM became a public limited company in 2010 with 150 stores in country X.
Fashion changes very frequently and so there is a fast changeover of clothing designs. FM’s customers are often unsure how long clothing designs will be in store. This encourages FM’s customers to purchase items as soon as they are available. Until 2020, FM’s promotion relied mainly on customers telling their friends and family about the clothing designs available in store.
FM’s marketing objective is to grow revenue faster than its competitors in all markets it operates in.
Appendix 2: Operations Director’s report on the impact of the sustainable clothing range (2022)
Evaluate FM’s marketing strategy between 2021 and 2024. [20 marks]
The elements of a marketing strategy
Product, involves the design, quality and uses of 1 K for identification and 2 DEVs for two points of a product that is sold,. Product can also involve explanation after-sales service, so customers can return faulty goods.
Note – candidates can gain full marks for AO1 from one term that is explained ( + + ) or from two terms partially explained ( + and + ).
No other AO2, AO3 OR AO4 marks can be awarded without AO1.
Application (max 2 marks) can be awarded for applying knowledge, analysis or evaluation of FM marketing strategy including:
Candidates must apply their answers to marketing and marketing strategy.
Note: this list is not exhaustive, any marketing context used from the appendices can be rewarded if used correctly
Candidates need to identify an element of the marketing strategy and provide developed analysis to get to L2, this then needs to be counterbalanced to get to L3. If a candidate does this twice, they will gain 8 marks. ( and and )
Note – analysis can only be awarded for the marketing strategy between 2021 and 2024 and not what they should/can do in the future.
Candidates MUST answer the question – a judgement on the strategy between 2021 and 2024. The development and support of this judgement will help them to move through L2 and L3. Evaluation ( and and ) including:
To award L3 the answer must be in context and draw upon the previous analysis.
Evaluation will depend on what points have been made about the marketing strategy FM have used.
No Credit L1 including: (limited L2 including: (developed L3 (developed supporting supporting evidence) supporting evidence) evidence with context) FM FM marketing strategy was FM marketing strategy was FM marketing strategy was marketing successful between 2021 and successful between 2021 and successful between 2021 and strategy 2024 because it has regained its 2024 because it has regained its 2024 because it has regained its was market share market share. This demonstrates market share where it dropped to successful their marketing strategy have 5.9% in 2023 and regained to supported them in recovering 6.8% in 2024. This demonstrates from the ethical scandal their more recent marketing strategy has supported them in recovering from the ethical scandal in 2022.
FM FM marketing strategy was not FM marketing strategy was not FM marketing strategy was not Marketing successful because the increased successful because the increased successful because the increased strategy marketing expenditure was not marketing expenditure was not marketing expenditure $27m to was not reflected in increase revenue reflected in increase revenue. $95.04m was not reflected in successful This shows that they have not increase revenue (decreased recovered well from their ethical from$2297.540m to $2189.54m. scandal and have been unable to This shows that they have not meet their objectives set in 2022. recovered well from their ethical scandal and have been unable to meet their objectives set in 2022.
SH designs and manufactures a range of gaming headsets. SH is a private limited company based in country D. It employs leading technology specialists to develop innovative products. SH’s gaming headsets are sold through specialist computer game stores across country D. SH’s competitive advantage is innovation.
SH was set up by Sarah 20 years ago. She started the business with five employees. By 2017 SH employed over 520 people and had customers throughout country D.
Sarah was concerned about the reduction in SH’s profitability. She asked an external management consultant to produce a PEST analysis (see Appendix 4) that she could use to develop a new business strategy to enable SH to return to profitability.
Objective – to become market leader for gaming headsets in country D by 2025.
2017 2018 2019 2020 2021 2022 2023 2024 Year
Evaluate the effectiveness of SH’s marketing strategy between 2017 and 2025. [20 marks]
Knowledge (max 1 mark) can be awarded for knowledge about marketing strategy, can be awarded for understanding of the operations strategy up to two marks including:
Note: – Candidates can gain full marks for AO1 from one term that is explained ( + + ) or from two terms partially explained ( + and + ).
No other AO2, AO3 OR AO4 marks can be awarded without AO1.
Application (max 2 marks) can be awarded for applying knowledge, analysis or evaluation of marketing strategy to SH between 2015 and 2025, including:
Analysis is likely to be based on SH’s objective in 2017 to become the market leader for gaming headsets in country D (Appendix 1).
Candidates’ analysis must be business facing. They may identify an element of marketing strategy and provide developed analysis to get to L2, this then needs to be counterbalanced to get to L3. If a candidate does this twice, they will gain 8 marks.
A clear multi strand answer is accepted showing a connection between a developed L2 Analysis with another developed L2 analysis.
Evaluation ( and and ) including:
Candidates MUST answer the question – how effective was SH’s marketing strategy between 2015 and 2025. The development and support of this judgement will help them to move through L2 and L3. To award L3 the answer must be in context and draw upon the previous analysis.
Evaluation will largely depend on the points raised in the analysis.
Accept all valid responses.
No credit
L1 including: L2 including: (developed L3 (developed supporting (limited supporting evidence) evidence with context) supporting evidence) SH’s marketing SH’s marketing SH’s marketing strategy was not SH’s marketing strategy was not strategy was not strategy was not effective because it is not effective because it is not achieving effective effective because it achieving its objective of becoming its objective of becoming the market is not achieving its the market leader as the annual leader as the annual total revenue objective of total revenue is falling is falling to 26 million dollars and becoming the NHT is forecasted to be the market market leader leader instead leading to SH losing market share.
The effectiveness The effectiveness of The effectiveness of the marketing The effectiveness of the marketing of the marketing the marketing strategy depends upon the strategy depends upon the external strategy depends strategy depends external market environment SH is market environment SH is in. If the upon the market upon the external in. If the environment is overall not environment is overall not market environment performing well then, we would performing well then, we would SH is in. expect that the marketing strategy expect that the marketing strategy might not be as effective because might not be as effective because of of external factors that negatively external factors that negatively affect it affect it. In 2024 Country Ds economy was in recession so NHT the competitor was performing better as their prices are half of SH’s prices.
QA is a technology business located in country A. It sells Artificial Intelligence (AI) devices that answer questions in consumers’ homes. These devices are called ‘smart speakers’. Consumers can link the device to other smart technology in their homes, such as fridges and televisions. Consumers can ask the device questions and it uses an internet connection to find the answers.
QA started trading in 2016 and demand for its first device QA1 was high. However, after the pandemic in 2021, the owners decided to sell the business. It was bought by QA’s senior management team.
Sales of QA1 are in decline and there is poor public perception of QA as a business. The QA2 device has now been more fully tested and improved and needs to be relaunched. The business needs to develop a coordinated marketing strategy to achieve success with QA2.
Advise QA on a coordinated marketing strategy for the future success of QA2. [20 marks]
The elements of a coordinated marketing strategy:
Award for any explanation of an element of marketing strategy, up to a max of 2 marks.
Product Identification of an element of Product, involves the design, quality and uses of a product that is sold. 1 K for identification and 1 DEV Product, involves the design, quality and uses of a product that is sold. 1 K for identification and 2 DEVs goods.
Note: Candidates can gain full marks for AO1 from one term that is explained ( + + ) or from two terms partially explained ( + and + ).
Application (max 2 marks) can be awarded for applying knowledge, analysis or evaluation of a coordinated marketing strategy, to QA, including:
Analysis is likely to be based on how a coordinated marketing strategy may affect the success of QA ( and and ), including:
Promotion may need to be combined with other elements, such as a product feature which is unique to QA2.
Evaluation ( and and ) including:
Evaluation will largely depend on the points raised in the analysis.
Accept all valid responses.
No credit
L1 including: L2 including: (developed L3 including: (developed (limited supporting evidence) supporting evidence with supporting context) evidence) QA have to QA have to change QA have to change their promotion QA have to change their promotion change their their promotion to to succeed because of the to succeed because of the promotion to succeed because of complaints. Promotion is the best complaints with 18% of faulty succeed. the complaints. way to change the public products. Promotion is the best way perception and encourage sales. to change the public perception and encourage sales.
I advise QA to I advise QA to I advise QA to change its price I advise QA to change its price change its price. change its price because it is the first thing because it is one of the main because it is the customers look at, so that they can complaints from 65% of customers, first thing customers compare competitors’ products so that they can compare competitors’ products with QA and look at. with QA and this is likely to be the main factor affecting QA’s this is likely to be the main factor success. affecting QA’s success.
Daniel and Carl started a company for online teaching, Daniel & Carl for Education (DCE). DCE provides online tutors who work with students to help them pass their examinations.
What is next for DCE?
Competition is increasing but Daniel and Carl do not want to compromise on the quality of the service the business provides. However, they are both aware that DCE needs to change if it is to survive. Carl thinks that transformational leadership is the key to survival, but Daniel remains uncertain.
As a service-based business, DCE believes its employees are central to its success. All tutors are qualified teachers with at least three years teaching experience.
Students are encouraged to provide feedback which is used to adapt the service offered. In 2020, 86% of students stated that they would recommend DCE to a friend.
1. Develop new services to increase revenue by 10% by the end of 2024 2. Maintain a strong brand identity
Evaluate DCE’s marketing strategy between 2019 and 2024. [20 marks]
Knowledge (max 1 mark) can be awarded for any relevant business knowledge about marketing, including:
Marketing strategy is when a business plans to meet their marketing objectives. 1 K for identification and 1 Marketing objectives may include sales maximisation and increasing market share. DEV for a point of explanation Promotion is the communication from the business to the customer. It includes 1 K for identification and 2 advertising, sales and direct promotion. The aim of promotion is often to increase DEVs for two points of explanation awareness of a product.
Application (max 2 marks) can be awarded for applying knowledge, analysis or evaluation of marketing to DCE between 2019 and 2024.
Analysis is likely to be based on the different marketing activities and the impact on DCE, including:
However, while social media can be effective has it reached the target customers effectively?
Evaluation will depend upon which element/s of marketing have been discussed previously:
Accept all valid responses.
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