Functions

Marketing function

The marketing mix is four tools that must agree: product, price, place and promotion.

CAPS

Grade 11 · Business Studies · Functions

Business Studies answers in business language, applied to the scenario.

  • The papers

    Paper 1 is business environments and business ventures. Paper 2 is business roles and business operations. Each paper is 150 marks.

  • A 40-mark essay

    Introduction 2 marks: say what the essay will deal with. Body: facts from the scenario, each with an explanation of the impact or the solution. Conclusion 2 marks: a decision, not a new fact. Insight is 4 marks for layout, analysis, synthesis and originality.

  • How a marker reads it

    A common mix-up is thinking marketing is only advertising, when price and place do as much work as the poster.

Quotes from a scenario must be used, not copied as decoration. A definition with no link to the business in the question stays in the low marks.

Worked theory

Worked theory. Thandi bottles a ginger drink and sells it at a taxi rank in Polokwane for R12, next to a known brand at R15. The product is a cold ginger drink in a clear bottle. The price undercuts the known brand by R3. The place is the rank, where people are thirsty and in a hurry, and promotion is a handwritten board plus a free sip. In a week she sells about 80 bottles. The four Ps point the same way.

More worked examples

  • Kimberley stadium roll

    A vendor sells boerewors rolls outside a Kimberley stadium on match days only. The product is a hot roll, the price is R35, the place is the gate where supporters arrive hungry, and promotion is the smell plus a shout of the price. On a non-match Tuesday the same stall at the same gate sells almost nothing. The product did not change. Place only works when the crowd is there, so place is part of the mix.

  • Makhanda test-morning guide

    A student in Makhanda prints a short accounting guide and sells it for R25 at the school gate on the morning of a test. The product matches that morning's need, and the price is less than a taxi into town to buy a thicker book. The place is the gate, not a shop in the CBD, and promotion is a message to the class group the night before. Forty copies go. Move the same guide to a shop 5 km away and it sits unsold, because place and timing were doing the marketing.

In ordinary words

Product is what is offered, including features and packaging. Price is what the buyer pays, set against cost and against rivals. Place is where the buyer can get it, such as a shop, a rank or a delivery. Promotion is how the buyer hears about it, from a board to a free taste, and a strong product at the wrong place, or a low price that nobody hears, still fails.

In South Africa

At a Polokwane taxi rank two cold drinks stand side by side, one at R12 and one at R15.

Part 1 / 4

What it is

The marketing mix is four tools that must agree: product, price, place and promotion.

More worked examples

Board walkthroughs on this topic. Open one, copy the working, then try the next.

Example 1 / 20

A product costs R60 to make and the business adds a 50% mark-up. Calculate the selling price.

How we got there

Read this like a teacher at the board. We go slowly, name every number, and say why we take each step.

Explain in another language · 11

1. What is the question asking?

Read the question twice. Circle the unknown. Underline every number and unit. The paper is asking: A product costs R60 to make and the business adds a 50% mark-up. Calculate the selling price.

Before any working — hunt first

Given

Numbers and units already in the sentence: R60 to · 50%. Copy each one into a column. A name without a number is not given.

Missing

After you copy the given, the letter that still has no number is missing. The paper is pointing at: the selling price. Circle that word — that is the missing variable.

Find

We are required to find: the selling price. Write that as a symbol on the left, with a question mark, before you touch a formula.

Calculate

What we need to calculate: SP = cost × 1,5. Then substitute the given, one line at a time, to get the selling price.

In other words — as if you have never seen this before

If you have never seen this before: SP = cost × 1,5. We will name a method in words, write the formula with no numbers, then substitute one line at a time.

2. What do we already know?

Cost R60; 50% mark-up.

3. Which method — and why this one?

SP=cost×1,5.

4. Step-by-step working

  1. 01 / 08

    Step A — Read the question twice

    Slow down. Circle the word that names the unknown. Underline every number and its unit. Do not grab a formula yet — first decide what the paper is actually asking.

    Why this step: If you can say the method in a sentence, you will pick the right formula. First-timers skip this and grab the first equation they remember.

  2. 02 / 08

    Step A2 — Hunt: Given, Missing, Find, Calculate

    Given: Numbers and units already in the sentence: R60 to · 50%. Copy each one into a column. A name without a number is not given. Missing: After you copy the given, the letter that still has no number is missing. The paper is pointing at: the selling price. Circle that word — that is the missing variable. Find: We are required to find: the selling price. Write that as a symbol on the left, with a question mark, before you touch a formula. Calculate: What we need to calculate: SP = cost × 1,5. Then substitute the given, one line at a time, to get the selling price.

    Why this step: Do not name the letters yet. First hunt: what already has a number (Given), what has no number (Missing), the word the paper wants (Find), and which formula still contains the missing letter (Calculate).

  3. 03 / 08

    Step B — Write the given in a column

    Cost R60; 50% mark-up.

    Why this step: A column with units stops you mixing cm with m, or minutes with seconds. Markers can also see you started correctly.

  4. 04 / 08

    Step C — Name the method in words

    SP=cost×1,5.

    Why this step: If you can say the method in a sentence, you will pick the right formula. First-timers skip this and grab the first equation they remember.

  5. 05 / 08

    Multiply

    60×1,5=R90.

    Why this step: We only do one job per line so a marker can follow the marks — and so you can find a slip without starting over.

  6. 06 / 08

    Step G — Sense-check the size

    Ask: is this the kind of number a Grade 10–12 paper would want? A speed of 3 000 ms for a learner walking, or a probability bigger than 1, means a unit or algebra slip. Estimate first: round the numbers and do the sum in your head.

    Why this step: Markers write ‘unrealistic’ in the margin when the method is right but the size is wild. A 10-second head check often finds a missing 10² or a unit that never changed.

  7. 07 / 08

    Step F — Box the answer with its unit

    R90.

    Why this step: A number without a unit is half a mark on a Physics paper, and a marker can miss a Maths answer that is buried in working.

  8. 08 / 08

    Step H — What the marker is looking for

    On an NSC memo you usually earn: (1) a method mark for naming the right formula or idea in words, (2) an accuracy mark for substituting the given numbers with units, (3) an accuracy mark for the boxed answer with its unit. Write those three lines even if you are unsure of the arithmetic — blank pages score zero.

    Why this step: First-timers chase the final number and leave the method blank. The memo still pays out for the idea and the substitution even when the last line is wrong.

5. The answer

R90.

Copy onto your answer sheet — in this order

Answer: R90.

6. Check it like a marker

Cost-plus pricing.

7. A trap first-timers fall into

First-timers often grab the first formula they remember, mix units (cm with m, minutes with seconds), or drop a minus sign. Write the formula in words first: “this equals that, because…”

Ntsako · fx-991ZA PLUS. Tap to calculate.