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This document consists of 6 printed pages and 2 blank pages. DC (CW/CGW) 26212 © UCLES 2010 [Turn over UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS General Certificate of Education Advanced Level READ THESE INSTRUCTIONS FIRST If you have been given an Answer Booklet, follow the instructions on the front cover of the Booklet. Write your Centre number, candidate number and name on all the work you hand in. Write in dark blue or black pen. You may use a soft pencil for any diagrams, graph or rough working. Do not use staples, paper clips, highlighters, glue or correction fluid. Section A Answer all questions. Section B Answer one question. The businesses described in this question paper are entirely fictitious. You are advised to spend 40 minutes on Section B. At the end of the examination, fasten all your work securely together. The number of marks is given in brackets [ ] at the end of each question or part question. *4652555602* BUSINESS STUDIES 9707/32 Paper 3 May/June 2010 CASE STUDY 3 hours Additional Materials: Answer Booklet/Paper
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2 9707/32/M/J/10 © UCLES 2010 TeenPrint The first magazine Ahmed studied Business Studies and Journalism at university. Five years ago economic conditions were difficult and he could not find employment even with his degree. His friend Malika suggested that they start a magazine for teenagers. ‘We ran a weekly newsletter at school that was very popular. A new magazine could be aimed at boys and girls with articles on sport, fashion, celebrities, puzzles and reviews of music and new computer games’ suggested Malika. ‘OK, we could call it TeenMag and sell it outside of schools, as shops would ask for a very high share of the selling price’ Ahmed replied. Ahmed had learned the importance of market research so he prepared a short questionnaire for students. He handed 200 of these out at the gates of two schools and asked for them to be returned the next day. He was surprised to receive just over 10% back but he thought the results were interesting. A summary of them is given below: 2 magazines How many magazines do you buy each month? How much would you be prepared to pay for a new magazine title? How old are you? Which of these topics would you most like to read about? 17 years 15 years T.V. computer games sport fashion puzzles 16 years 1 magazine none $2.00 $0.50 $1.50 $1.00 The friends agreed to start a partnership, each putting in $5000 start-up capital. They called the business ‘TeenPrint’. Ahmed started to plan the first edition. Malika suggested researching other magazines for teenagers but Ahmed said time was short as he wanted to get the first
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