The Marketing Mix Twenty good ideas for teaching Year 10 Economics and Business


1. Marketing is a management process focusing on producing and selling products that meet customer needs in order to achieve the firm’s business objectives.

2. The term ‘Marketing Mix’ refers to the combination of tactics or strategies used by a producer to achieve its business objectives.

3. In market orientated firms many of the firms activities can be classified as marketing activities. It is the blend or mix of these activities that creates the firm’s marketing mix.

4. Businesses need to make sure they are marketing the right product to the right person at the right price in the right place and at the right time.

5. In a traditional marketing mix model (known as the 4P’s model), four key areas of marketing are identified:

  • Design and manufacture of the product itself
  • The pricing policy for the product
  • The placement or distribution channels for the product
  • The promotion of the product

6. In the extended marketing model (known as the 7P’s model), three further areas are included:

  • The people the businesses employs, especially if they have direct dealings with customers
  • The processes the business uses e.g. to control costs, manage stocks or ensure quality control
  • The physical impact the firm projects through for example its buildings, its vehicle fleet and staff uniforms.

7. Clearly the policies within all the area should be complementary.

8. An effective marketing mix will be balanced and consistent, give the business a competitive advantage in the market and help the company achieve its business objectives.

9. To remain effective, the marketing mix needs to be adjusted when market conditions change, or the firm’s business objectives change.

10. Market conditions may be affected by changes on the so called STEEPLE (social, technological, environmental, ethical, population, legal and economic) factors.

The 4P's of the traditional marketing mix
The 7P's of the extended marketing mix


  • How much are customers prepared to pay?
  • What price are competitors charging?
  • How much does the product cost to make?
  • Where is the product on its product life cycle?
  • What profit margin is needed?


  • Does the product meet the customers’ needs?
  • Does it present customers with a good value proposition?


  • How does the product reach the customer and the customer get hold of the product?
  • Is the product sold through wholesalers, through retail outlets or directly to customers?
  • Is the product sold on-line?
  • How much stock should be carried?
  • When will the product be made available?


  • How will customers find out about the product?
  • What is the product's brand image?
  • What message is communicated to the group of customers you are targeting?
  • What is the sales budget?
  • What mix of advertising, sales promotion, public relations, direct marketing and personal selling will be used in promotion mix?


  • How does the firm ensure its workforce provides an appropriate and consistent quality of customer service?
  • How are the staff kept happy, skilled, satisfied and motivated?


  • Are the processes involved in making and distributing the product as efficient as they can be?
  • How is quality control maintained?
  • How are stocks managed?
  • How are staff trained and motivated?


  • What is the firm’s brand image?
  • What image does the firm’s physical appearance present to the public e.g. through its buildings, staff, and vehicles.

What makes for an effective marketing mix?

  • The product meets the needs of the target customers
  • The firm meets its marketing objectives
  • The mix is balanced and consistent (e.g. the firm is not charging a premium price for a basic product)
  • The mix creates or protects a competitive advantage for the business (e.g. it creates a unique selling proposition (USP) to offer to customers)
  • The mix is appropriate to the industry and product type
  • The mix changes over time as conditions change



Key words or phrases in definition of marketing

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Key words or phrases in definition of marketing mix.

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4P’s: Elements of a traditional marketing mix

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7P’s: Three extra elements of extended marketing mix.

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Four features of an effective marketing mix

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Seven STEEPLE factors that might cause adjustments to a firm’s marketing mix

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Created By
Andrew Tibbitt


Created with images by Pexels - "escalators hand iphone" • Craig Murphy - "Tesco Price Cut" • Sean MacEntee - "Apple Products" • Prayitno / Thank you for (12 millions +) view - "Market Place Street Vendor" • 70154 - "hard rock cafe neon advertising" • Alan Cleaver - "Customer service" • nSeika - "P1070894_DxO" • p_a_h - "Shard"

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