01243020/KMS/JANUARY 2023

KEY KC AEP

Ques Specific Objectives: C1: 1, 2, 3, 7

5.

1. Definition of the term communication.

Communication is the means by which information is sent (1) and

received (1).
OR
Communication is the transfer of information from a sender (1) to
a receiver (1).

2
One mark for each of any two elements of the definition.

(2 marks)

2. TWO forms of communication used in the Caribbean.

Verbal using the spoken or written words to communicate such as

speeches, songs, drama.
2
Non-verbal – communicating without the use of words such as facial
expressions, signals, miming and so on.

One mark for each of any two forms (2 marks)

3. TWO ways in which geographical factors can affect communication in

the Caribbean region.

1. Rivers and gorges: Rivers and gorges which exist

between different areas can make the physical
carrying of messages quite difficult, especially
in remote areas.

2. Mountains, mountain ranges, rivers and gorges: These

geographical features can create challenges for the
construction of communication infrastructure such as cable
networks.
4
3. Weather conditions: Conditions such as hurricanes, floods,
volcanic eruptions can distort or interrupt transmission during
or even after the conditions have passed.

4. Solar storms: Magnetic energy from solar flares can interrupt

radio communication on earth or damage communication
satellites.
Two marks for each of any two ways that are given and clearly
outlined. (2 marks)
One mark for a partial response
 - 2 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme
 - 3 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme

KEY KC AEP

Ques 5

cont’d

4.
Measures governments may take Why EACH measure is likely to be
to ensure that media houses successful
6
publish accurate information

1. Make laws for licensing 1. Media houses operate as

agreements. These agreements
should specify the time for
renewal. Renewal would be
subject to the accuracy of
information produced over
the period of the license.
businesses and cannot afford to
have their licences revoked, so
they would take the necessary
steps to ensure that the
information they pass on to the
public is correct.

2. Establish a censorship board 2. If media houses know that there

which would monitor the
information put out by media
houses. This board should
then inform the public about
those media houses putting
out accurate or inaccurate
information.
is a board paying special
attention to the information that
they publish, they would be more
careful and have information
properly vetted and use only
reliable sources.

3. Establish appropriate in- 3. If media practitioners are

service training and properly trained by an accredited
certification programmes for programme, they would understand
media practitioners to the requirements of the
ensure that persons possess profession. They would recognise
the basic skills needed to that it is unethical to publish
work in the industry. inaccurate information and would
likely refrain from doing such.

4. Provide incentives such as 4. Incentives will project a good

awards and public
recognition for media
houses that consistently
disseminate accurate
information.
public image for the media houses
and enhance their recognition by
the public. Hence, they would
endeavour to publish accurate
information.

5. Educate the public by 5. If the public is able to

providing them with tips to
help them to recognize fake
news and inaccurate
information.
identify inaccurate information
then they may no longer support
media houses which are guilty.
Such media houses would lose 6
the financial support of
individual citizens and
businesses. They would then
 - 4 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme

strive to improve the quality of

information published.

Two marks for each of any three actions that are feasible and clearly
explained. 2 × 3 (6 marks)
One mark if feasible but not clearly explained
Two marks for each of any three explanations that are feasible and
clearly developed. 2 × 3 (6 marks)
One mark if feasible but not clearly developed

Total Marks 8 12
 - 5 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme

KEY KC AEP

Ques Specific Objectives: C2: 1, 2, 3, 4

6.

1. Definition of ‘consumer demand’.

The measure of a group’s desire for a product or service (1) based

on availability (1).
OR
The willingness and ability of consumers to purchase a quantity of
goods and services (1) at a given point in time (1).

One mark for each of any two elements of the definition.

(2 marks)

2. TWO methods of payment used by ‘consumers of credit’ to purchase

goods or services.

i. Loans
ii. Mortgages
iii. Credit cards
iv. Hire purchase agreements 2
v. Pay on account/ Lay away/ Balance parcel (purchases are recorded
by the supplier and paid for by the customer at the agreed time.
The consumer receives the goods at the end of that period).

One mark for each of any two correct methods (2 marks)

 - 6 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme

KEY KC AEP

Ques 6

cont’d

3. TWO factors that might result in a decrease in consumer demand for

a product.

i. Increase in taxes on personal income reduces the spending power

of consumers and may therefore result in a reduction on
purchases/demand for products.

ii. Diminished quality of the product can lead to a reduced demand

for the product by existing customers and potential customers
who have become accustomed to a product of a known quality or
reputation.

iii. Negative feedback on the product might often result in a reduced

demand by other existing customers who already use the product
as well as potential customers.

iv. Difficulties with the supply of the product that might be caused
by shipping/transportation of the product to customers within a
timely manner might lead to disappointment among customers and
lead to reduced demand.

v. Increases in the price of the product might also lead to a

reduction in the quantity demanded by consumers, or a switch to
another seller/product which may be more affordable.

vi. Increasing unemployment/loss of jobs might affect individuals’ 4

income and therefore their purchasing power, leading to a
reduction in demand for some products which might not be
considered necessities.

vii. Poor sales/after-sales service might discourage existing

customers who may switch to another product/supplier.
Additionally, poor after-sales service may discourage customers
from purchasing if they believe that difficulties may exist in
relation to the seller’s ability to maintain the service or
product after.

viii. The cost/availability of credit or high interest rates or the

unavailability of credit may deter potential customers from
purchasing the product or service.

ix. Advertising from competing products may influence the consumer

to switch from one product or service to another.

x. Changes in consumer tastes and preferences for e.g. fashion

changes can lead to less demand for a previously popular
product or service.
 - 7 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme

Two marks for each of any two factors that are given and clearly
outlined. 2 × 2 (4 marks)
One mark for a partial response

KEY KC AEP

Ques 6

cont’d

4. 6

Ways in which small businesses

Why EACH way is likely to be
might use technology to
successful
increase consumer demand for
their products

1. Develop company websites, 1. This will help to increase

text/ email blasts and
social media sites such as
Facebook, Instagram, X,
reels, loyalty cards etc.
to advertise and sell their
goods and services. Use
online catalogues to allow
for online purchases of the
products.
marketing/visibility of the
products available for sale. It
allows for building a wider
customer base and not just
those within the local area who
can physically visit the store.

2. Small businesses can use 2. This information can then be

technology to survey
customers’ needs and obtain
feedback on their
perceptions of their
products and services.
used to more readily improve
products to meet customers’
expectations. This can then
lead to increased demand for
the improved product.

3. Use technology to respond 3. Potential customers may have

in real-time to customers’
queries in relation to the
products available for
sale.
questions which once answered
can lead to increased sales;
but unanswered may make them
reluctant to buy. Use of
technology can help address
these queries, and the speedy
resolution of any issues that
might otherwise cause
 - 8 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme

reluctance to purchase in the

future.

4. Use technology to make it 4. This would allow for greater

easier to process sales of
the product. For example,
the use of credit/debit
card machines or via online
banking.
ease in purchases and thus
greater convenience for
potential customers. Some
customers may not always have
immediate cash available and
thus may purchase if
credit/debit cards can be used.

5. Use technology whereby 5.This can help if there is a

both the merchant and
consumer can track the
movement of online
purchases.
need to refund the customer or
replace a lost item. This will
help to build consumer
confidence.

Two marks for each of any three ways that are feasible and clearly
explained. 2 × 3 (6 marks)
One mark if feasible explanation but not clearly explained

Two marks for each of any three explanations that are feasible and
clearly explained. 2 × 3 (6 marks)
One mark if feasible explanation but not clearly explained.

Total Marks 8 12
 - 9 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme

KEY KC AEP

Ques Specific Objectives: C3: 1, 6, 8

7.

1. Definition of the term ‘heritage tourism’.

Heritage tourism comprises the activities of persons traveling to

and staying in places outside their usual environment (1)
2
specifically to experience the historical/artistic/cultural
lifestyle that represents the stories and people of the past (1).

One mark for each of any two elements of the definition. (2 marks)

2. THREE ways in which the tourism industry may harm the physical
environment of your country.

i. Discharge of waste containing chemicals and toxins on the

land and into the sea. Tourism facilities sometimes
discharge waste directly into the sea or on land. This can
harm animal and plant life in the areas. Individual tourists
using chemical sunscreens can also contribute to this
pollution.

ii. Removal of natural vegetation/deforestation. In some cases,

tourism development involves destruction of vegetation and
deforestation for building purposes. Removal of vegetation
harms the environment and can lead to soil erosion, flooding
and loss of habitat for animals.

iii. Filling in of wetlands/swamps. Some wetlands have been filled

in to facilitate tourism development. Swamps and other types
of wetlands were once considered to be useless places.
However, they play important roles as habitats for animals and
fish, flood prevention, protection of the coast from storm
waves, can improve water quality and provide recreation.
6
iv. Littering by irresponsible tourists. Many areas frequented by
tourists are affected by littering. This is unsightly, can
pollute ground water and damage the environment. Plastic waste
in the sea can lead to the death of sea animals such as
turtles and fish.

v. Destruction/damage to coral reefs. Tourist ships, watercrafts

and boats sometimes damage coral reefs. This damage may be
caused by dropping and dragging of anchors on reefs or by
discharge of waste in the ocean. Coral is sometimes also
broken off the reefs by tourists or sold to them as souvenirs.

vi. Interference/damage/destruction of turtle nesting sites.

Nesting sites can be destroyed or damaged by trampling,
compaction of sand, physical obstacles to hatchlings and
placing of bright lights in the area which may disorient the
hatchlings and cause them to move away from the sea.

vii. Destruction of heritage sites e.g. the removal of artefacts

and national treasures. This can lead to fewer attractions for
future tourists and the destruction of a country’s history and
heritage.
 - 10 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme

viii. Air pollution. Many tourists travel by air to reach their

destinations. Airplanes emit carbon dioxide, which is a major
contributor to global warming and climate change.

ix. Increased strain/pressure on national parks, tourist

sites/attractions etc. This occurs when the number of persons
visiting a site or using a resource exceeds the ability of the
resource to support them. The strain caused by many persons
visiting a site or demanding a resource such as water can have
a damaging/harmful impact on the environment.

Two marks for each of any three ways that are given and clearly
outlined. 2 × 3 (6 marks)
One mark for a partial response
 - 11 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme

KEY KC AEP

Ques 7

cont’d

3.

Actions that the government in Why EACH action is likely to be

your country may take to reduce successful
the harm caused to the
environment by the tourist
industry

1. Enact laws and include 1. If persons know that they would

heavy fines for companies
and individuals who damage
the environment e.g. coral
reefs, swamps, etc.
be fined heavily for damaging
the environment and that the
laws would be enforced, then
they would be more likely to
take greater care in their
actions. This could lead to
greater protection of the
environment.

2. Establish protected areas 2. Designating important sites and

and parks which would heritage areas as national
prevent negative actions in parks would afford them some
designated areas and degree of protection from
increase measures to protect overuse and inappropriate use.
these areas, e.g. forest This would help to reduce the
rangers harm caused to these areas.

3. Enact legislation which 3. Using rainwater for watering

requires hotels and other
tourist facilities to catch
rainwater for use in
gardens, etc.
gardens, flushing toilets, etc.
would reduce the strain on the
domestic water supply. This
would also provide water for
the hotel and other tourist
facilities in times of water
scarcity.
 - 12 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme

KEY KC AEP

Ques 7

cont’d

Actions that the government in

your country could take to Why EACH action is likely to be
reduce the harm caused to the successful 6
environment by the tourist
industry

4. Ban the use of sunscreens, 4. Banning these dangerous products

single use plastics and would reduce their use and lead
other products heavily used to greater protection of the
by tourists that could environment.
potentially damage the
environment.

5. Government can help to 5. This should result in a change

educate visitors by in the behaviour of visitors
encouraging responsible which could lead to greater
behaviour or requesting that respect for and protection of
visitors pledge not to the environment. This has been
damage the environment. done in some countries and has
Flyers could be made been successful in raising
available at the ports of awareness.
entry that highlight the
concerns of government.

6. Turtle nesting sites can be 6. These laws would have the effect
protected by laws. These of reducing/stopping the use of
laws could include bans on turtle meat and eggs. Reduced
catching and eating turtle lighting on beaches from tourist
meat, bans on removal of establishments would also help
turtle eggs from nests and the hatchlings to have a greater
restricting lighting in chance to reach the sea.
nesting areas.
7. Government can limit tourism 7. This would help to reduce the
development especially along pressure on sensitive areas thus
the coast and in other protecting the environment from
environmentally sensitive harmful impacts of tourism
areas. related construction and
development.

Two marks for each of any three actions that are feasible and clearly 6
explained. 2 × 3 (6 marks)
One mark if feasible but not clearly explained
Two marks for each of any three explanations that are feasible and
clearly developed. 2 × 3 (6 marks)
 - 13 -
01243020/KMS/JANUARY 2024
Social Studies
Paper 02 – General Proficiency
Key and Mark Scheme

One mark if feasible but not clearly developed

Total Marks 8 12