G10 Term 1 EOT Exam Guide

• Business Studies
• Secondary Education

November 2025

Term 1 

End of Term Exam Guide

Exam Topics:

1. Marketing (10 marks)                                                              6. Product (10 marks)

2. Target Market (10 marks)                                                      7. Price (15 marks)

3. Market Research (10 marks)                                                8. Promotion (15 marks)

4. Primary and Secondary Research (10 marks)                  9. Place  (10 marks)

5. Segmentation (10 marks)

                                                                                                                                     Total: 100 marks

A business must think about who is going to buy the product. This is called ___________.

1. target market
2. services
3. production

geographic

demographic

Dh 950

Do they have the same target market? 

Are the product prices similar? 

It means using information or

research collected by someone else. 

It is also known as desk research 

because it can be done on your 

desk instead of going out to get 

the information. 

Internet

• full of information that a business can use- at social media or blogs that can give them information about what types of products are in fashion or what kind of issues are important to consumers. 
• Also online newspapers and magazines, businesses 
• Businesses can also do keyword searches to find out what kind of products people are looking to buy online.

Newspapers and magazines 

• Businesses can use these to get information about recent  trends, the economy or about the population of a region.  
• Often contain up-to-date information because they are published regularly.

Books 

•  Businesses can often find more detailed information about a topic in books than they can in newspapers and magazines. However, the information might not be as up to date 

Businesses records 

•  records of important information about customers, products or sales. 
• The Marketing Department can check old records to see how markets have changed or whether profits have increased over a period of time
  
• but some information not available to everyone - some are company secret

Governments reports

• information about the population or economy of a country. 
•  important information for businesses to use in marketing, including population growth and the demographics (gender, income/salary, interests) of the population

Industry reports

These are written about a specific industry. . For example, a hotel could use a report written about the tourism industry in the UAE. This could give them important information such as how many people visit, where the visitors come from and what kind of activities visitors prefer to do in the UAE

• 
  

product shortages- demand

supply disruptions

the pandemic caused bottlenecks in shipping - disrupted supply chain

the flow of goods from one country to another

Cost-plus Pricing

Add a % to the total cost of making the product.

Example: An accessories store in Ajman adds 30% profit on handbags. 

• Advantage: Easy to calculate and ensures profit.

• Disadvantage: Ignores competitors and customer demand.

Competitive Pricing

Set price similar to competitors.

Example:  Masafi checks Nestle's prices before setting their own.

• Advantage: Keeps business competitive.

• Disadvantage: Profit may be low if competitors lower prices.

 Price Skimming

Start with a high price, then lower it later.

Example:  New iPhones launch at high prices, then drop.

• Advantage: High profits at the start; builds excitement.

• Disadvantage: Sales drop when demand starts to  decrease.

4,299 AED < 3,799 AED

 Promotional Pricing

Temporary discounts or offers.

Example:  Buy 1 Get 1 Free during UAE National Day.

• Advantage: Increases sales quickly; attracts new customers.

• Disadvantage: Can reduce profit; customers may wait for offers.

 Premium Pricing

High price to show luxury or quality.

Example:  Bentley, Rolex, Shumukh, Hermes

• Advantage: Builds strong brand image.

• Disadvantage: May lose price-sensitive customers.

Distribution channels

1                    2               3               4

Durable goods are made to last three or

more years, for example, bicycles, furniture and cars. Non-durable goods are goods that

are used for three years or less.

e-commerce website