All subjects · Business · WBS11 Marketing and people

Exam technique: define, calculate, construct and analyse

Edexcel IAL Business · WBS11 Marketing and people

The WBS11 paper lasts 2 hours and has 80 marks: Section A and Section B (30 marks each, based on sources) and Section C (one 20-mark essay based on sources). This lesson covers the shorter questions, 2, 4 and 6 marks, and exactly how Pearson's mark schemes award the marks.

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The paper

From the specification and recent mark schemes:

2 hours, 80 marks, calculator allowed. Unit 1 is 50% of the International AS and 25% of the full International A level.
Section A (30 marks) and Section B (30 marks) each follow a case study with extracts and data. In the June 2024 and October 2024 series papers each section had the pattern (a) Define 2, (b) Calculate or Construct 4, (c) Analyse 6, (d) Discuss 8, (e) Assess 10.
Section C: one Evaluate question, 20 marks.
Timing: 120 / 80 = 1.5 minutes per mark, so about 45 minutes per section A or B and 30 minutes for Section C.

Command word	Marks	What it needs
Define	2	Two precise elements of the definition (K2)
Calculate	4	Formula, working and answer with unit (K1 A2 An1)
Construct	4	Labelled diagram with original and new positions (K1 A2 An1)
Explain	4	Cause or effect with supporting detail
Analyse	6	Two points, each applied and developed (K2 A2 An2), no evaluation
Discuss	8	Chain of reasoning plus brief balance (levels)
Assess	10	Balanced argument and supported judgement (levels)
Evaluate	20	Full judgement with recommendation (levels)

Command words in the specification (Appendix 6) and recent WBS11 mark schemes

Define (2 marks)

Give two distinct parts of the definition. Examples from Pearson schemes:

Dynamic market: a market that changes (1) rapidly / over a short period (1).
Product portfolio: the range of products (1) sold or offered by a business (1).
Opportunity cost: the benefit of the next best alternative (1) given up (1).

No context or example is needed; precision matters.

Calculate (4 marks)

Marks are K1 (formula), A2 (working), An1 (answer). Pearson's rules:

A correct answer with the right unit and no working can score 4, but the same number without the unit scored only 3 (YED answer '9%' versus '9'; market share '4.69%' versus '4.69'; '£0.51bn' versus '0.51bn').
Give the number of decimal places asked for.
Common Unit 1 calculations: market share, market growth, percentage change, revenue from market share, PED, YED, % change in demand from an elasticity, mark-up, added value.

June 2024 example: combined market share of three coffee chains = (573 + 154 + 118) / 18,000 x 100 = 4.69%.

Construct and Analyse

Construct (4): labelled axes (K1), original equilibrium (A1), correct shift (A1), new equilibrium (An1).

Analyse (6): usually 'Analyse two...'. For each point: K name or define it; A use evidence from the extract (names, figures, what the business does); An develop a chain of consequences ('this means... which leads to... so...'). Do not evaluate: there are no marks for it. Two separate paragraphs, one per point.

Worked example

Using Pearson's June 2024 data, three coffee chains have 573, 154 and 118 shops in a market of 18,000 coffee shops. Calculate their combined market share to 2 decimal places.

Formula: combined shops / total shops x 100 (K1).
Working: 573 + 154 + 118 = 845 (A1); 845 / 18,000 x 100 (A1).
Answer: 4.69% (An1), with the % sign.

Answer: 4.69%

Key idea: 2 hours, 80 marks: A 30, B 30, C 20. Define: two elements. Calculate: formula, working, answer with unit. Construct: axes, original, shift, new. Analyse: two points, each K, A, An, no evaluation.

Check yourself

The WBS11 paper lasts 120 minutes for 80 marks. How many minutes per mark is that?
Show answer
1.5. 120 / 80 = 1.5 minutes per mark.
At 1.5 minutes per mark, how many minutes should a student spend on Section C (20 marks)?
Show answer
30 minutes. 20 x 1.5 = 30 minutes.
Pearson's June 2024 paper: three chains had 573, 154 and 118 shops out of 18,000 coffee shops. Calculate their combined market share.
Show answer
4.69 %. 845 / 18,000 x 100 = 4.69%.
In recent WBS11 calculation questions, a correct numerical answer given without its unit (for example 9 instead of 9%) and without working scored
- 3 marks out of 4
- 4 marks out of 4
- 0 marks
- 2 marks out of 4
Show answer
3 marks out of 4. Pearson schemes gave 3 marks when the unit was missing.
In a 6-mark 'Analyse two...' question, how are marks split?
- Knowledge 6
- Evaluation 4, knowledge 2
- Knowledge 2, application 2, analysis 2
- Application 3, evaluation 3
Show answer
Knowledge 2, application 2, analysis 2. K2 A2 An2, with no marks for evaluation.
Which answer would score 2 marks for 'Define the term dynamic market'?
- A market that changes rapidly or over a short period of time
- A market with lots of businesses
- A market that is busy
- A market for technology
Show answer
A market that changes rapidly or over a short period of time. Changes (1) rapidly or over a short period (1).
In a construct question about a fall in supply, which earns the final analysis mark?
- Labelling the axes
- Drawing the original demand curve
- Showing the new equilibrium with a higher price and lower quantity
- Writing a definition of supply
Show answer
Showing the new equilibrium with a higher price and lower quantity. An1 is for the new equilibrium in the correct direction.
In an 'analyse' answer, what does developing a point (analysis) involve?
Show answer
Explaining a logical chain of causes and consequences, linking the point to its effect on the business step by step, for example this means... which leads to... so.... Linked steps of cause and effect.

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Sources

Last updated 8 November 2026. Spotted a mistake? Tell us.