Candidates are expected to show understanding of the role of marketing and promotion.
• Leads to increased sales and profitability as it raises awareness of the products.
• Leads to increased profitability as once the customer base widens more income is
gained.
• Leads to positive image as marketing and promotion encourages the customer to feel
that the product/service is value for money/quality.
• Leads to Competitive advantage as more customers are attracted.
• Leads to customer satisfaction and repeat business will be gained.
At higher levels (2/3) candidates will link these to the situation of northern Egypt i.e.
marketing and promotion can help to attract customers back from southern Egypt and the
Middle East resorts. It can present the attractions of the pyramids successfully. Successful
marketing could lead to the return of investment.
Use level of response criteria:
Level 1 (1–3 marks) at this level, candidates will identify one, two or more factors in a basic
way with little or no explanation.
Level 2 (4–6 marks) at this level, candidates will explain one, two or more of the roles of
marketing and promotion.
Level 3 (7–9 marks) at this level, candidates will provide one or more evaluative comments
and link to the negative influences on tourism in northern Egypt. Candidates who offer a
judgement on the importance of the role or the relative importance of each aspect will gain
top of level.