The marketing mix Candidates should be able to: Define the marketing mix Assess the influences on the marketing mix such as finance, technology and market research Analyse the importance of an integrated marketing mix

Definitions: the marketing mix What is the marketing mix? What is it also called?

Definitions: product and place What does the ‘product’ include? What is the aim? What does the ‘place’ include? In general, firms want to sell their products everywhere. When might this not be true? Where could chocolate be sold?

Definitions: promotion and pricing What does ‘pricing’ refer to? What does ‘promotion’ include?

Influences on the marketing mix What might influence the marketing mix? Which of the 4Ps will they affect?

An integrated marketing mix What does an ‘integrated marketing mix’ refer to?