With reference to an organization of your choice, examine the impact of globalization on marketing strategy.

Refer to Paper 2 markbands for 2016 forward, section C available under the "Your tests" tab > supplemental materials.

N.B. Although the question asks for the application of one concept on another, it is still expected that Business Management content will be aligned with the concepts especially the second concept (the one being acted on).

Please note that candidates can conclude that there was a minimal impact, however it has to be based on balanced arguments and evaluation.

Additional guidance in relation to the assessment criteria
For each criterion, the aim is to find the descriptor that conveys most accurately the level attained by the candidate, using the best-fit model. It is not necessary for every single aspect of a level descriptor to be met for that mark to be awarded.

• The highest level descriptors do not imply faultless performance and should be achievable by a candidate.
• A candidate who attains a high level of achievement for one criterion will not necessarily reach high levels of achievement for the other criteria and vice versa.

If only one concept is addressed:

• Criteria A, B, C and E: award up to a maximum [3].
• Criterion D: full marks can be awarded.

Where the question asks for impacts of two concepts on content, examiners must allow for unbalanced treatment of the two concepts throughout a candidate’s response. One concept may be more significant than the other.

Criterion B
For [2]: “…connection is not developed” should be treated the same as superficial.

Criterion C
1+1 arguments are expected per concepts.

• Questions 6 to 8 require consideration of the impact of one concept on a second concept – therefore accept 2+2 arguments for a balanced response.
• Justification is through logic or data.
• For [2] there is no balance as there are no counter arguments at all, or the arguments are all one-sided then this would be unjustified.
• For [3] there are some balanced arguments – some of which are justified.

Criterion D

• Introductions need to be concise and related to the question.
• The candidate’s response does not to have explicit headings for each structural element.
• A body is the area in which the substance of arguments occurs. It is usually located between the introduction and the conclusion.
• Fit-for-purpose paragraph means that ideas are presented in a clear academic way. For example, one idea per paragraph.

Criterion E

• One example of an “individual” could be an individual consumer or an individual manager. However, this cannot be considered with a “group” of consumers or a management team.
• For [4], a balanced response: look at the perspectives of both individual and group(s).
• The chosen individual, group needs to be applicable and relevant to the question with specific explanation.
• Candidates need to go beyond stating the stakeholder.

Candidates need not explicitly say “stakeholder”.

As noted above, candidates, even when they define globalization correctly, often then use the term to mean international expansion. Candidates can partially get around this problem by saying, "the context of globalization makes internal expansion easier today than in decades past" (or something to this effect), but few candidates did this. Thus, throughout many of the responses, candidates were using an incorrect definition of globalization.