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GCE JUN 2006 : (AS 4) E-Commerce

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ADVANCED SUBSIDIARY (AS) General Certificate of Education 2006 GCE Applied Business assessing E-Commerce A3B41 Assessment Unit AS 4 [A3B41] WEDNESDAY 14 JUNE, AFTERNOON TIME 1 hour 30 minutes. INSTRUCTIONS TO CANDIDATES Write your Centre Number and Candidate Number on the Answer Booklet provided. Answer all seven questions. INFORMATION FOR CANDIDATES The total mark for this paper is 80. Quality of written communication will be assessed in all questions. Figures in brackets printed down the right-hand side of pages indicate the marks awarded to each question or part question. ADVICE TO CANDIDATES You are advised to take account of the marks for each part question in allocating the available examination time. A3B4S6 2325 Case study (Unseen) Study the information below and answer ALL the questions that follow. E-Commerce and The Tower Hotel The Tower Hotel is the only hotel within the historic walls of Derry/Londonderry. It is one of the best four star hotels in the City, offering 90 en suite bedrooms and 3 executive suites. This beautiful hotel has a Bistro Restaurant and a Lime Tree Bar. The Bistro at The Tower Hotel overlooks Derry City Walls and has an atmosphere which is both historic and contemporary. The menu is distinctly Mediterranean, whilst drawing on local produce and flavours for inspiration. The Lime Tree Bar is a popular meeting place this is a trendy caf by day and a fun place to relax and unwind at night. It offers an all day food service plus a popular carvery luncheon. For health and fitness conscious guests, the hotel offers a cleverly designed fitness suite. Equipped with popular cardiovascular (heart) exercise machines, the room overlooks Derry City Walls and the City. Following an exercise routine, guests may soak up the heat in the sauna. The Tower Hotel is also an ideal venue for conferences, seminars and corporate or special events all information pertaining to these facilities may also be accessed through the website. In addition, it is possible to book rooms and leisure break packages with special offers on the website. The Tower Hotel also offers customers the opportunity to purchase gift vouchers to give as presents which is a unique feature in the North West. International visitors wishing to visit Londonderry/Derry may book in advance through the same website. Fig. 1 opposite is a screen shot of the home page for The Tower Hotel where customers/clients wishing to view what the hotel has on offer may make reservations 24/7. Source: www.towerhotelderry.com A3B4S6 2325 2 [Turn over Fig. 1 Screen shot of the home page of The Tower Hotel A3B4S6 2325 3 [Turn over 1 Explain the reasons why The Tower Hotel uses e-commerce for trading purposes. [4] 2 Discuss the advantages of e-commerce for The Tower Hotel. [6] 3 Analyse how a business such as The Tower Hotel could avoid copyright infringement. [8] 4 Explain how the Tower Hotel could benefit from the following: (a) Email Newsletters [6] (b) On-line market research [6] 5 Analyse four possible reasons why a business similar to The Tower Hotel may decide not to use on-line trading. [12] 6 Discuss the key concepts that The Tower Hotel should consider in order to ensure that the website is effective. [18] 7 Apart from e-mail marketing, evaluate four methods that a business such as The Tower Hotel could use in order to market its online trading activities. [20] Permission to reproduce all copyright material has been applied for. In some cases, efforts to contact copyright holders may have been unsuccessful and CCEA will be happy to rectify any omissions of acknowledgement in future if notified. S 3B4S6 2325 A 1/06 600 302507(141) 4 [Turn over

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Additional Info : Gce Applied Business June 2006 Assessment Unit AS - E-Commerce
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