2010年12月ACCA考試考官報(bào)告(P3)(3)

　　B部分有三道題，考生需要回答其中任意兩題。問題二是關(guān)于一個(gè)考慮投資電子商務(wù)的商業(yè)書刊出版商。第一部分要求考生確定采用電子商務(wù)的主要?jiǎng)右蚝蜐撛谡系K。許多考生在這一部分得到了滿分。當(dāng)然，有些考生的答案過于冗長。考生應(yīng)該牢記高效的時(shí)間管理的必要性。第二部分要求考生評估在采納電子商務(wù)后，市場營銷組合的某些元素會被如何應(yīng)用。選擇回答這道題的考生有少數(shù)人對市場營銷組合完全不了解。

Section B questions
Candidates have to answer two of the three questions presented in this section of the examination.

Question Two concerned a specialist business book publisher considering investment in e-business.The first part of the question (worth 5 marks) asked candidates to determine the main drivers for the adoption of e-business and to identify potential barriers to its adoption.The case study scenario provided a wealth of information and many candidates gained full marks for this part of the question.Indeed,some answers were too long and elaborate for the marks on offer and strayed too far into the answer to the second part of the question.Candidates are reminded of the need for effective time management and the need to answer the specific requirement of the question.

The second part of the question asked candidates to evaluate how certain elements of the marketing mix (price,promotion,product,physical evidence and place) might be exploited through the adoption of e-business.Again,this was relatively well answered with many candidates giving relevant examples from their own studies,from appropriate websites (such as Amazon) and from contemporary technology,such as Kindle Readers and iPads.Candidates who marginally failed this question just did not make sufficient points to gain the marks on offer.Very few candidates who elected to answer this question were completely unaware of the marketing mix,although some did introduce the other two elements of the mix (process and people) despite these not being explicitly required in the question.