Cambridge International AS & A Level

BUSINESS 9609/23
Paper 2 Data Response May/June 2022
MARK SCHEME
Maximum Mark: 60

Published

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 should be read in conjunction with the question paper and the Principal Examiner Report for
Teachers.

Cambridge International will not enter into discussions about these mark schemes.

Cambridge International is publishing the mark schemes for the May/June 2022 series for most
Cambridge IGCSE, Cambridge International A and AS Level and Cambridge Pre-U components, and some
Cambridge O Level components.

This document consists of 17 printed pages.

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Generic Marking Principles

These general marking principles must be applied by all examiners when marking candidate answers.
They should be applied alongside the specific content of the mark scheme or generic level descriptors
for a question. Each question paper and mark scheme will also comply with these marking principles.

GENERIC MARKING PRINCIPLE 1:

Marks must be awarded in line with:

 the specific content of the mark scheme or the generic level descriptors for the question
 the specific skills defined in the mark scheme or in the generic level descriptors for the question
 the standard of response required by a candidate as exemplified by the standardisation scripts.

GENERIC MARKING PRINCIPLE 2:

Marks awarded are always whole marks (not half marks, or other fractions).

GENERIC MARKING PRINCIPLE 3:

Marks must be awarded positively:

 marks are awarded for correct/valid answers, as defined in the mark scheme. However, credit
is given for valid answers which go beyond the scope of the syllabus and mark scheme,
referring to your Team Leader as appropriate
 marks are awarded when candidates clearly demonstrate what they know and can do
 marks are not deducted for errors
 marks are not deducted for omissions
 answers should only be judged on the quality of spelling, punctuation and grammar when these
features are specifically assessed by the question as indicated by the mark scheme. The
meaning, however, should be unambiguous.

GENERIC MARKING PRINCIPLE 4:

Rules must be applied consistently, e.g. in situations where candidates have not followed
instructions or in the application of generic level descriptors.

GENERIC MARKING PRINCIPLE 5:

Marks should be awarded using the full range of marks defined in the mark scheme for the question
(however; the use of the full mark range may be limited according to the quality of the candidate
responses seen).

GENERIC MARKING PRINCIPLE 6:

Marks awarded are based solely on the requirements as defined in the mark scheme. Marks should
not be awarded with grade thresholds or grade descriptors in mind.

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Social Science-Specific Marking Principles

(for point-based marking)

1 Components using point-based marking:

 Point marking is often used to reward knowledge, understanding and application of skills.
We give credit where the candidate’s answer shows relevant knowledge, understanding
and application of skills in answering the question. We do not give credit where the answer
shows confusion.

From this it follows that we:

a DO credit answers which are worded differently from the mark scheme if they clearly
convey the same meaning (unless the mark scheme requires a specific term)
b DO credit alternative answers/examples which are not written in the mark scheme if they
are correct
c DO credit answers where candidates give more than one correct answer in one
prompt/numbered/scaffolded space where extended writing is required rather than list-type
answers. For example, questions that require n reasons (e.g. State two reasons …).
d DO NOT credit answers simply for using a ‘key term’ unless that is all that is required.
(Check for evidence it is understood and not used wrongly.)
e DO NOT credit answers which are obviously self-contradicting or trying to cover all
possibilities
f DO NOT give further credit for what is effectively repetition of a correct point already
credited unless the language itself is being tested. This applies equally to ‘mirror
statements’ (i.e. polluted/not polluted).
g DO NOT require spellings to be correct, unless this is part of the test. However spellings of
syllabus terms must allow for clear and unambiguous separation from other syllabus terms
with which they may be confused (e.g. Corrasion/Corrosion)

2 Presentation of mark scheme:

 Slashes (/) or the word ‘or’ separate alternative ways of making the same point.
 Semi colons (;) bullet points (•) or figures in brackets (1) separate different points.
 Content in the answer column in brackets is for examiner information/context to clarify the
marking but is not required to earn the mark (except Accounting syllabuses where they
indicate negative numbers).

3 Calculation questions:
 The mark scheme will show the steps in the most likely correct method(s), the mark for
each step, the correct answer(s) and the mark for each answer
 If working/explanation is considered essential for full credit, this will be indicated in the
question paper and in the mark scheme. In all other instances, the correct answer to a
calculation should be given full credit, even if no supporting working is shown.
 Where the candidate uses a valid method which is not covered by the mark scheme,
award equivalent marks for reaching equivalent stages.
 Where an answer makes use of a candidate’s own incorrect figure from previous working,
the ‘own figure rule’ applies: full marks will be given if a correct and complete method is
used. Further guidance will be included in the mark scheme where necessary and any
exceptions to this general principle will be noted.

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4 Annotation:
 For point marking, ticks can be used to indicate correct answers and crosses can be used
to indicate wrong answers. There is no direct relationship between ticks and marks. Ticks
have no defined meaning for levels of response marking.
 For levels of response marking, the level awarded should be annotated on the script.
 Other annotations will be used by examiners as agreed during standardisation, and the
meaning will be understood by all examiners who marked that paper.

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PREPARATION FOR MARKING

1 Make sure that you have completed the relevant training and have access to the RM Assessor
Guide.
2 Make sure that you have read and understand the question paper, which you can download from
https://support.rm.com/ca
3 Log in to RM Assessor then mark and submit the required number of practice and standardisation
scripts. You will need to mark the standardisation scripts to the required accuracy in order to be
approved for marking live scripts. You may be asked to re-mark them, or to mark a second
sample, if you do not meet the required accuracy on your first attempt.

MARKING PROCESS
1 Mark strictly to the FINAL mark scheme, applying the criteria consistently and the general
marking principles outlined on the previous page.
2 If you are in doubt about applying the mark scheme, consult your Team Leader.
3 Mark at a steady rate through the marking period. Do not rush, and do not leave too much until
the end. If you anticipate a problem in meeting the deadline, contact your Team Leader
immediately and the Examiners’ Helpdesk.
4 Examiners will prepare a brief report on the performance of candidates to send to their Team
Leader via email by the end of the marking period. The Examiner should note strengths seen in
answers and common errors or weaknesses. Constructive comments on the question paper,
mark scheme or procedures are also appreciated.

MARKING SPECIFICS
Crossed out work
1 All of a candidate’s answers, crossed out or not, optional or not, must be marked.
2 The only response not to be marked is one that has been crossed out and replaced by another
response for that exact same question.
3 Consequently, if a candidate has crossed out their response to an optional question and gone on
to answer a different optional question then both attempts must be marked. The higher mark will
be awarded by the system according to the rubric.

0 (zero) marks or NR (no response)

1 Award NR if there is nothing at all written in answer to that question (often the case for optional
questions).
2 Award NR if there is a comment which is not an attempt at the question (e.g. ‘can’t do it’ or ‘don’t
know’ etc.)
3 Award NR if there is a symbol which is not an attempt at the question, such as a dash or question
mark.
4 Award 0 (zero) if there is any attempt at the question which does not score marks. This includes
copying the question onto an Answer Booklet.

Annotation
1 Every question must have at least one annotation e.g. <NAQ> if it is an NR and <X> or <seen> if
0 marks are awarded.
2 Every page of a script must have at least one annotation e.g. <BP> for a blank page.

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Question Answer Marks

1(a)(i) Define the term ‘supply’ (line 7). 2

Knowledge Marks

A correct definition 2

A partial, vague or unfocused definition 1

No creditable content 0

Content:
The ability and willingness for a business to produce products or services to
the market at a given price (2).

Award one mark for each partial element of a definition, for example:
 The quantity of products/services produced/able to produce/willing to
produce
 At a given price/over a period of time

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Question Answer Marks

1(a)(ii) Explain the term ‘product differentiation’ (line 17). 3

Award one mark for each point of explanation

C Example or some other way of showing good 1 mark

understanding

B Understanding of differentiation 1 mark

A Understanding of product 1 mark

The process of distinguishing a good or service from others, to make it more

attractive to a particular target market. This involves differentiating it from
competitors' products as well as a firm's own products.

Note: Can get A+B with a good example.

If already have A+B mark, then example can get the C mark
ARA

Exemplar Rationale Marks

When a business service (A) All three elements 3

is different from its
competitors (B) e.g. Tesla
cars can be customised (C)

A shoe (A) that is higher A+B 2

quality than competitors (B)

Having a distinct product B only 1

compared to competitors (B)

Ability of customer to No explanation of product or 0

recognise a product differentiation

Introducing a new product to NAQ 0

your portfolio

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Question Answer Marks

1(b)(i) Calculate the price elasticity of demand if Su increases the price from 3
$10 to $15 an hour.

Rationale Marks

Correct answer with or without correct working or minus sign 3

Formula and correct calculation of one change percentage or 2

correct calculation of both change percentages

Formula or correct calculation of one change percentage 1

No creditable content 0

Content:

Percentage change in quantity demanded

= PED (1) or
Percentage change in price

40% (1)
= –0.8
50% (1)

Answer = –0.8 (3) allow 0.8

OFR

Exemplar Rationale Marks

0.8 correct answer 3

%change in P/%change in Inverted formula but 2

QD = 0.5/0.4=1.25 percentages correctly
calculated

%change in QD=50% Calculation of one change 1

only

change in P/Change in Incorrect formula, no 0

D=5/4=1.25 percentages just change.

1.25 No workings 0

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Question Answer Marks

1(b)(ii) Explain one way in which the size of CP can be measured. 3

Level Knowledge and Application Marks

2b (APP) Explanation of one factor in context 3

2a (K+K) Explanation of one factor 2

1a (K) Identification of one factor 1

0 No creditable content 0
Note: profit is not an appropriate measure of size

Content:
 Number of customers who book CP’s services, or number of customers
who use the café – because the more customers, the bigger the
business is likely to be.
 Revenue gained from selling CP’s services or goods from the café –
because the more revenue, the higher the value of goods and services
and therefore the larger the business.
 Size of the building owned (or rented), to compare against similar
businesses – for example a café with twice the space of CP would be
bigger.
 Capital invested – for example the value of the building where CP is
located – this reflects the assets of the business and therefore the size.
 Number of employees – only Su appears to work for CP so must be a
small business
 Market share – in comparison to competitors – CP’s is likely to be small
as only one store and is a sole trader.
ARA

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Question Answer Marks

1(c) Analyse one advantage and one disadvantage to Su of using working 8

capital as a source of finance for the new café.

Knowledge and
Level Application Marks Analysis (4 marks) Marks
(4 marks)

2b Shows 4 Good analysis of 4

understanding of one advantage and
working capital as a one disadvantage in
source of finance in context (DEV+DEV)
context (APP+APP)

2a Shows 3 Good analysis of 3

understanding of one advantage or
source(s) of finance one disadvantage in
in context (APP) context (DEV)

1b Shows knowledge of 2 Limited analysis of 2

working capital as a one advantage and
source of finance one disadvantage
(K+K) (AN+AN)

1a Shows knowledge of 1 Limited analysis 1

source(s) of finance one advantage or
(K) one disadvantage
(AN)

0 No creditable content

Content:
Working capital = current assets – current liabilities / the amount of internal
finance available for day-to-day expenses

Advantages:
 No finance costs – as a sole trader, Su may not be able to afford extra
costs in her business.
 Immediately available – would allow Su to benefit from quicker income
from the café, especially important as she plans to open it in four
weeks.

Disadvantages:
 May leave CP financially unable to face future issues – will Su have any
funds left if CP needs extra money? What if the café costs more than
she expects, does Su have any other funds to support this?
 May leave Su unable to pay CP’s bills – this might lead to the cafe
having to shut down which may lead to the end of the CP. Risking
current business to fund new venture.

ARA

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Question Answer Marks

1(d) Evaluate appropriate promotion methods that Su could use for the new 11
café.

Analysis and
Knowledge and
Marks Evaluation Marks
Application (4 marks)
(7 marks)

Justified evaluation 7
based on argument in
context (EV+EV+EV)

Developed evaluation 6
based on argument in
context (EV+EV)

An evaluative statement/ 5
based on argument in
context (EVAL)

Shows understanding of 4 Argument based on two 4

two promotion methods promotion methods in
in context (APP+APP) context (DEV+DEV)

Shows understanding of 3 Argument based on one 3

one promotion method in promotion method in
context (APP) context (DEV)

Shows knowledge of two 2 Limited analysis of two 2

promotion methods promotion methods
(K+K) (AN+AN)

Shows knowledge of one 1 Limited analysis of one 1

promotion method (K) promotion method (AN)

No creditable content

Content:
Below the line methods are likely to be more cost effective and suitable than
above the line – however, local above the line methods may also be
suitable.
 CP’s website – already up and running and used by family customers.
Low cost (possible zero marginal cost) but may not bring in enough new
customers. Would it be enough to just have current customers?
 Local newspapers – likely to be low cost and target the local market –
may be able to place advertisement in a part of the newspaper which
would appeal to parents.
 Local television – unlikely to be low cost or able to create within four
weeks. However, could effectively show where the café is and
communicate the USP.

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Question Answer Marks

1(d)  Social media – could be effective in targeting parents (plenty of social

media pages dedicated to this) but will it allow Su to focus on the local
market?
 Word of mouth – this is what Su uses for the play area, but would this
bring in enough customers to make the café a success? – only five
children each hour in the play area, would need more than this to
generate business for a café. Focused on target market, but can Su
control this and rely on it?
 Posters in local schools/libraries/toy shops – likely to hit target market –
but some of the places might have their own cafes and not be willing to
advertise Su’s.

ARA

Question Answer Marks

2(a)(i) Define the term ‘capital’ (line 3). 2

Knowledge Marks

A correct definition 2

A partial, vague or unfocused definition 1

No creditable content 0

Content:
Non-human man-made resources / factor of production needed to produce
goods and services. Includes money and equipment that may be required
for production.
Money to start or run a business.

Award one mark for each partial element of a definition, for example:
 Non-human/man-made resources/factor of production/money (finance)
 Used to produce goods and services/start or run a business.

ARA

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Question Answer Marks

2(a)(ii) Explain what is meant by ‘the business environment is dynamic’ (lines 3

14–15).

Award one mark for each point of explanation:

Rationale Marks

C Example or some other way of showing good 1

understanding

B Understanding of dynamic 1

A Understanding of the business environment 1

Content:
The business environment refers to the external elements that a business
operates within. For example, social, legal, economic, political,
technological, competition, etc. Can also refer to the market in which a
business operates.
Dynamic means that the environment is changing, this might be in terms of
the competition or changes in any of the external influences / market
conditions.

ARA

2(b)(i) Refer to Table 2.1 and other information. Calculate the total number of 3
televisions sold in country A in 2021.

Rationale Marks

Correct answer with m 3

Correct calculation of growth for two years 2

Formula or correct calculation of growth for one year 1

No creditable content 0

Content:
Previous sales – current sales
 100 (1)
Previous sales

6 million TVs sold in 2019

6m  1.02 = 6.12m sold in 2020 (1)
6.12m  1.01 = 6.1812m sold in 2021

Answer = 6.1812m (3) Accept 6.18m or 6.181m

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Question Answer Marks

2(b)(ii) Explain one implication for CTV of the forecast change in market 3
growth for 2022.

Level Knowledge and Application Marks

2b (APP) Explanation of one implication of a change in 3

market growth in context

2a (K+K) Explanation of one implication of a change in 2

market growth

1a (K) Knowledge of one implication of a change in 1

market growth

0 No creditable content 0

OFR based on calculation in 2bi if candidates choose to work out the

forecast

Content
 Potentially less customers for CTV buying or replacing televisions in
country A in 2022 (5.995764m)
 Could lead to competitors leaving the market
 May lead to CTV having to shut down one of their factories, if the
decline is set to continue
 May lead to the market becoming more competitive – lower prices

ARA

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Question Answer Marks

2(c) Analyse two advantages to CTV of introducing automation into one of 8

its factories.

Knowledge and
Level Application Marks Analysis (4 marks) Marks
(4 marks)

2b Shows knowledge of 4 Good analysis of two 4

two advantages of advantages of
automation in automation in
context (APP+APP) context (DEV+DEV)

2a Shows knowledge of 3 Good analysis of 3

one advantage of one advantage of
automation in automation in
context (APP) context (DEV)

1b Shows knowledge of 2 Limited analysis of 2

two advantages of two advantages of
automation (K+K) automation
(AN+AN)

1a Shows knowledge of 1 Limited analysis of 1

one advantage of one advantage of
automation (K) automation (AN)

0 No creditable content

Content

Automation – using machinery for the production process, usually instead of

human labour.

Advantages may include:

 Reduction in cost of producing TV’s – may allow CTV to compete in the
mass market
 Mass market may have more opportunities for CTV to expand in this
declining market
 Flexibility of an automated factory may allow CTV to launch more
products and gain a higher market share
 Less susceptible to human issues, such as sickness and absence
 May be able to produce 24/7 without substantial extra wage cost
ARA

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Question Answer Marks

2(d) Recommend ways in which CTV employees can participate in the 11

management and control of the business. Justify your
recommendation.

Knowledge and Analysis and Evaluation

Marks Marks
Application (4 marks) (7 marks)

Justified recommendation 7
based on argument in
context (EV+EV+EV)

Developed 6
recommendation based on
argument in context
(EV+EV)

An evaluative 5
statement/recommendation
based on argument in
context (EVAL)

Shows knowledge of two 4 Argument based on two 4

ways in which ways in which CTV
employees can employees can participate
participate in the in the management and
management and control control of the business
of a business in context (DEV+DEV)
(APP+APP)

Shows knowledge of one 3 Argument based on one 3

way in which employees way in which CTV
can participate in the employees can participate
management and control in the management and
of a business in context control of the business
(APP) (DEV)

Shows knowledge of two 2 Limited analysis of two 2

ways in which ways in which employees
employees can can participate in the
participate in the management and control
management and control of a business (AN+AN)
of a business (K+K)

Shows knowledge of one 1 Limited analysis of one 1

way in which employees way in which employees
can participate in the can participate in the
management and control management and control
of a business (K) of a business (AN)

No creditable content

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Question Answer Marks

2(d) Content:

Ways of employee participation may include:

 Membership of the board of directors – employees could be given a
representative on the board of directors. May be able to be part of any
future decisions to automate the other factories.
 Profit share/ownership – employees could be given a ‘stake’ in CTV to
allow them to feel that they are (in part) working for themselves. May be
happy for future automation as it will increase the value of their profit or
share.
 Works councils – to be able to have representatives that meet with the
employers and present the employees point of view.
 Job enlargement and job enrichment – automation may bring new
opportunities for employees to develop their skills and feel more secure
about their jobs.
 Suggestion schemes – may allow employees to put forward ideas to
avoid further redundancies
 Quality circles – quality is an important part of CTV’s main brand –
quality circles may allow this brand to continue being successful and
keep open the other two factories.
 TQM
 Empowered teams

Note: as the business is a plc with autocratic leadership and implementing

change, award context as appropriate e.g. share ownership, board of
directors, autocratic, automation, process innovation etc.

ARA

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