The marketing mix
3.3What the syllabus asks of you
- The elements of the marketing mix (the 4Ps): the 4Ps: Product, Price, Promotion, Place (distribution channels)
- Product: the difference between goods and services
- Product: tangible and intangible attributes of products
- Product: the importance of product development
- Product: product differentiation and unique selling point (USP)
- Product portfolio analysis: product life cycle and decisions about extension strategies
- Product portfolio analysis: Boston Matrix analysis and its uses
- Product portfolio analysis: impact of product portfolio analysis on marketing decisions
- Pricing methods: objectives and usefulness of different pricing methods: competitive, penetration, skimming, price discrimination, dynamic, cost-based and psychological
- Promotion methods: the objectives and usefulness of different promotion methods
- Promotion methods: advertising promotion
- Promotion methods: sales promotion
- Promotion methods: direct promotion
- Promotion methods: developments in digital promotion
- Promotion methods: the role of packaging in promotion
- Promotion methods: the role of branding in promotion
- Place (channels of distribution): the objectives and usefulness of different channels of distribution
- Place (channels of distribution): digital and physical distribution
Drill this topic
All 36 questions on The marketing mix, untimed — answer on paper, then mark yourself against the mark scheme.
Make a worksheet
Choose the years and how many questions, then print it with the answers on separate pages.
36 questions
These are structured questions, answered in working rather than by picking an option, so they are not listed here one by one. The drill above puts each in front of you with its mark scheme to check against.