Cambridge International AS & A Level
BUSINESS 9609/11
Paper 1 Short Answer and Essay October/November 2020
1 hour 15 minutes
You must answer on the enclosed answer booklet.
* 7 6 9 3 4 9 3 1 8 3 *
You will need: Answer booklet (enclosed)
INSTRUCTIONS
● Section A: answer all questions.
● Section B: answer one question.
● Follow the instructions on the front cover of the answer booklet. If you need additional answer paper,
ask the invigilator for a continuation booklet.
INFORMATION
● The total mark for this paper is 40.
● The number of marks for each question or part question is shown in brackets [ ].
This document has 4 pages. Blank pages are indicated.
DC (TC) 190554/1
© UCLES 2020 [Turn over
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Section A (Short Answer)
Answer all questions
You are advised to spend no more than 35 minutes on Section A.
1 (a) Define the term ‘market share’. [2]
(b) Explain two ways a retailer could increase its market share. [3]
2 (a) Define the term ‘venture capital’. [2]
(b) Explain two ways that venture capitalists might help a business. [3]
3 Explain how team working could improve the motivation of employees. [5]
4 (a) Define the term ‘productivity’. [2]
(b) Explain two ways that process innovation could improve the efficiency of a manufacturing
business. [3]
Section B (Essay)
Answer one question only
5 (a) Analyse the potential benefits for a business of a laissez-faire leadership style. [8]
(b) Discuss the view that a democratic leadership style could cause some businesses
to underperform. [12]
6 ‘Effective inventory management is the most important function of the operations management
department in a manufacturing business.’
Discuss the extent to which you agree with this view. [20]
7 (a) Analyse why a business might use a price skimming strategy. [8]
(b) Discuss whether branding should be the most important marketing activity for a new
restaurant business. [12]
© UCLES 2020 9609/11/O/N/20
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© UCLES 2020 9609/11/O/N/20
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To avoid the issue of disclosure of answer-related information to candidates, all copyright acknowledgements are reproduced online in the Cambridge
Assessment International Education Copyright Acknowledgements Booklet. This is produced for each series of examinations and is freely available to download
at www.cambridgeinternational.org after the live examination series.
Cambridge Assessment International Education is part of the Cambridge Assessment Group. Cambridge Assessment is the brand name of the University of
Cambridge Local Examinations Syndicate (UCLES), which itself is a department of the University of Cambridge.
© UCLES 2020 9609/11/O/N/20
