Business Paper 1 — Marketing and People
The 4-Mark Guide
Provenance (2026-09-29). Read first, in full: research/veridian/WBS11-verified-facts.md
and forge-exam-technique-guide.md (§2's "Calculate/Construct" and "Explain" subsections
already state the K1/App2/An1 shape and the two-points-of-application rule for Explain — this
file goes deeper via genuine graded scripts and a direct re-check of the Construct sub-type,
which the exam-technique guide covers but the one full booklet available doesn't happen to
anchor). No ~/Downloads/FINSTO/ source exists for WBS11 (confirmed by direct search — see
the sibling Define file's provenance note for the same check), so this is built fresh, not a
verification pass. Re-extracted directly this session with pdftotext -layout: the June 2019
mark scheme and question paper, the graded exemplar-responses booklet
(IAL_Business_WBS11_exemplar_responses.pdf) for the Calculate and Explain worked examples,
and, for Construct specifically (absent from the June 2019 paper — that series ran Calculate
and Explain as its two (b)-slot questions, not a diagram), the June 2024 mark scheme and
question paper (Business_Unit 1_MS_June_2024.pdf, Business_Unit 1_QP_June_2024.pdf) for
the Market Kurly rice/pasta diagram question. Every quotation is kept under roughly fifteen
words with its source named.
WBS11 4-Mark Questions — Verified Tariff Deep-Dive: Calculate, Construct, Explain
Why this tariff needs three sections, not one
This is the one mark value on the paper where the command word genuinely varies question to
question — Appendix 6 lists Calculate, Construct and Explain all at 4 marks, and the
paper's own structure confirms it: the (b) slot in Sections A and B is not reliably a
calculation, and it is not reliably a diagram either. forge-exam-technique-guide.md already
flags this ("don't pre-allocate 'working-out time' before actually reading the command
word"); this file treats all three as separate technique problems because their actual mark
mechanics, while sharing the same K1/App2/An1 shape, reward genuinely different things.
Part 1 — Calculate: verified against a real graded script
Q1(b), June 2019: "Calculate the price elasticity of demand (PED) for a Superdry t-shirt if the price decreases by 10% and sales increase from 120,000 to 150,000." Mark scheme, re-confirmed directly: K1 "% change in quantity demanded / % change in price"; App2 "150,000 - 120,000 / 120,000 = 25% (1) / –10% (1)"; An1 "-2.5 (1)." Explicit NB: "Award 4 marks for correct answer -2.5. Award 3 marks for 2.5."
- Exemplar A — 3/4. Reached 2.5, the correct magnitude, but without the negative sign. Examiner's comment: "The value of Price Elasticity of Demand is always negative because price and demand have an inverse relationship." One missing character, one full mark.
- Exemplar B — 4/4, described by the examiner as "a perfect response." The genuinely useful part of the comment is what it says about a correct answer: "this response would have achieved the full 4 marks without any calculations as it is perfectly correct." Working is what protects a wrong final figure, not a requirement layered on top of a right one — confirmed here against a real graded script, not just the mark scheme's own NB clause.
Technique, directly from this pair: write the formula, then the sign. On this paper's own recurring pattern (also YED — Meqnes travel bags, January 2024, "if no working is shown … if the answer given is 3, award 4 marks"), a bare correct final figure with the right sign/unit/percentage carries full marks on its own; a bare wrong figure with no working carries none. The only case where showing working matters is the one where the final figure might be wrong — which is unknowable in advance, so showing it costs nothing and insures against exactly Exemplar A's kind of loss.
Part 2 — Explain: verified against a real graded script
Q2(b), June 2019: "Using the data from Extract D, explain one way changes in fashions, tastes or preferences have affected demand for Ocado." Mark scheme: K1 "more consumers are changing their buying habits and buying groceries online (1)"; App2 "revenue from online sales increased from £680m to £1,258m (1)" / "deliveries increased 92% … from 120,000 orders a week to 230,000 per week (1)"; An1 "this has led to more orders for Ocado and increased revenue (1)."
- Exemplar A — 4/4. The script opened with the online-buying-habits knowledge point, then used two distinct extract figures (orders "120,000 in 2012 to 195,000 in 2015" and revenue "£680m in 2012 to £1,107m in 2015" — the candidate's own selected figures, not identical to the model's, and still creditable) before closing on the revenue consequence. Examiner: "a very good response and achieves full marks."
The general 4-mark Explain rule this confirms, independently stated elsewhere in the facts bank at two further series five years apart (January 2023 Q2b, "there were few candidates that scored the full 4 marks … two points of application are needed"; June 2019 Q2b itself, "one mark is lost as 'explain' questions require two points of application"): Explain's Application band is genuinely worth two marks for two separate extract facts, not one fact stated twice or elaborated at length. Exemplar A above is the positive case — two distinct figures, both used — that makes the general rule concrete against a real script rather than a paraphrased warning.
Technique: after drafting, check the two Application sentences reference two different numbers or facts from the source material — if both sentences could be satisfied by the same single data point, one of the two marks is not actually earned yet.
Part 3 — Construct: verified directly (no exemplar-booklet coverage; checked against the
mark scheme and question paper instead)
Q2(b), June 2024: "Market Kurly sells both pasta and rice, which can be regarded as substitute goods. Construct a supply and demand diagram to show the likely impact on the pasta market if there is an increase in the price of rice." Mark scheme, re-confirmed directly this session: K1 "correctly constructing a supply and demand diagram with correctly labelled axes as 'price' and 'quantity' (1)"; App2 "showing original equilibrium price and quantity (1)" / "shifting the demand curve to the right (1)"; An1 "showing the new equilibrium and its effect on price (increasing) and quantity supplied (increasing) (1)."
This is a demand-side shift (a substitute's price rising pushes pasta's own demand curve right). The facts bank independently confirms a supply-side mirror case exists on this paper too — October 2021 Q1(b), an ice-cream-market question where the credited App2 is "shifting the SUPPLY curve to the right," with An1 the opposite-direction outcome, "price (decreasing) and quantity (increasing)." The two cases are not interchangeable, and a student taught only the demand-shift version will get the supply-shift direction backwards.
The two highest-frequency, cross-series-confirmed point-losses on this question type, independently repeated in the facts bank's reading of June 2023 (sportswear/advertising) and June 2024 (this pasta/rice question): shifting both curves when only one was asked for, and failing to distinguish the new equilibrium from the original with a clear label — neither is a one-off marking quirk, both recur across multiple series in near-identical wording.
Technique: label both axes first (the K1 mark is earned before a single number or curve is drawn), draw and label the original equilibrium before touching the shift, move exactly one curve in the direction the stem's own wording implies (a price rise in a substitute shifts demand for the named good right; check which side of the relationship the stem actually describes before choosing direction), then label the new equilibrium distinctly.
Part 4 — Self-mark checklist, covering all three question types
Calculate.
- Is the formula written down before any number is substituted?
- Does the final figure carry its correct sign (PED, always negative) and its unit, currency symbol or % sign, matching what the question's own data used?
- If the final figure might be wrong, is the working visible on the page so a wrong answer can still pick up Knowledge and Application marks?
Explain.
- Are the two Application sentences built from two genuinely different pieces of extract data, not the same fact restated?
- Does the Knowledge sentence give a reason with a direction (an effect, a cause), not a definition of the term in the question?
Construct.
- Are both axes labelled "price" and "quantity" before anything else is drawn?
- Is the original equilibrium shown and clearly distinguishable from the new one?
- Has exactly one curve moved — the one the stem's wording actually implies, in the correct direction for that curve (a supply shift's price/quantity direction is the mirror image of a demand shift's, not the same)?
What this file does not claim
The Construct section is verified directly against two real mark schemes (June 2024, and the facts bank's own re-verification of October 2021 and June 2023) but has no genuine graded exemplar script behind it — the one full exemplar-responses booklet available for this paper (June 2019) happened to run Calculate and Explain as its two (b)-slot questions that series, not a diagram. Treat the Construct section's technique as mark-scheme-verified, not script-verified, and the Calculate/Explain sections above as the stronger, doubly-verified half of this file.