4 MARK ‘EXPLAIN’ QUESTIONS Knowledge: 1 Application 2: Analysis 1: (So you only get one mark for actually directly answering the question.) Structure: Definition Application of the concept to the business in the extract, explaining specifically how they could use it Analysis of the impacts of the business using the concept E.g. Explain how Pfizer could benefit from using a price skimming strategy. a high price at the launch of a product, to take advantage of those wanting to be the first people to purchase. Application:up to 2 marks Customers will be prepared to pay a high price for new treatments products that have a cosmetic element. Analysis:1 mark for developing reason/cause/consequence of price skimming, will allow Pfizer to recover the relatively high R&D costs to enable a profit. 10 MARK QUESTIONS Knowledge marks: 2 Application marks: 2 Analysis marks: 3 Evaluation marks 3: Structure: Definition. Argument 1, using application. Counterargument or evaluation, potentially using application. Argument 2, using application. . Pfizer sell some Counterargument or evaluation, potentially using application. Overall judgement. 12 MARK QUESTIONS Knowledge: 2 Application 2: Analysis: 4 Evaluation: 4 The difference between 10 and 12 markers is the evaluation and analysis need to be more detailed in the 12 markers. Develop them further if you can. Structure: Definition. Detailed argument 1, using application. Counterargument or evaluation, potentially using application. Argument 2, using application. Detailed counterargument or evaluation, potentially using application. Overall judgement. 20 MARK QUESTIONS Knowledge 4 Application 4 Analysis 6 Evaluation 6 So the main difference is needing more evaluation and application. You can use a similar structure to the 12 mark question, but add an additional point and evaluate it, and make your conclusion more detailed.
