Page 353 - Cambridge IGCSE Business Studies

27: Exam technique

Relevant points might include:
■ Leaflets [k] – Omar could have leaflets in his taxis which he could hand out to
existing customers [app]; this means he is targeting his promotion at people
who already trust his business [an].
■ Specialist wedding or magazines [k] – this will target his promotion at people

who want to use a chauffeur service as it is not something people will use
every day [an].

■ Price promotions [k] – he could offer people discounts on the chauff eur
service to encourage people to try out the new service [an].
■ Radio [k] – many local people listen to the radio, so it’s a good way to raise
awareness [an].
■ Fliers [k] – these could be handed out at wedding fairs [app] as this is where
people who might use a chauffeur service would go to find out which

companies offer this service [an].

■ BOGOF [k] – if people use the service Omar could offer them a free taxi ride
[app] this would encourage people to try the new service as they are getting
something extra as well [an].
■ Internet [k] – everyone uses the internet these days so there is a wider target
market to appeal to [an].
■ Advertise it on the taxis [k] as there are lots of people in a large city [app] who
might see the advert and be interested [an].
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Sample answer (written by the authors):

Way 1: Advertise it in local newspapers.
Explanation: So the potential customer will read it as it is a habit where they are able to notice the
advertisement. They are able to keep it so they will call the Call4Cabs number anytime they want to use
the service.

Way 2: Promote it on the side of the taxis
Explanation: As in the city there are likely to be many people who could see the advert when the taxi drives
past so it increases their awareness of the new service.

Comments on part (d):
Way 1: The first method is valid, and an advantage of it has been explained. However this could apply to any business
so there is no application to Call4Cabs. Remember the name alone is not application.

Way 2: The second has linked the idea of Call4Cabs being in a city, so there would be plenty of people to see the
advertisement. This is a relevant point for this type of business.