Give an example of a well-integrated marketing mix for a luxury perfume.

A luxury perfume has elegant packaging and a high price. The perfume is sold in department stores and advertised in glossy magazines.

Give an example of an integrated marketing mix for a budget supermarket.

Budget supermarkets such as Aldi and Lidl sell a limited range of products at low prices. Adverts for budget supermarkets stress value for money.

What could happen if a business gets one element of the marketing mix wrong?

A strong product can fail if it is priced too high or sold in the wrong places. Poor promotion can leave customers unaware that a good product exists.

AQA GCSE Business 8132

Business in the Real World

Topic overview What a business is and why people start one Goods, services, needs, wants and factors of production Business sectors, entrepreneurs and a changing business environment Sole traders, partnerships, limited companies and not-for-profit organisations Business aims and objectives Why business objectives differ and change Stakeholders and their influence on businesses Factors affecting business location Business planning and basic financial terms Expanding a business and economies of scale

Influences on Business

Topic overview E-commerce and digital communication Ethics, the environment and sustainability Interest rates, employment and consumer spending Globalisation and exchange rates Employment, health and safety and consumer law Competition, risk and uncertainty

Business Operations

Topic overview Job, flow and lean production Managing stock: just in time and just in case Suppliers, procurement, logistics and supply chains Quality control, quality assurance and TQM Customer service and the sales process

Human Resources

Topic overview Organisational structures, span of control and delegation Recruitment, selection and contracts of employment Financial and non-financial methods of motivation Induction, on-the-job and off-the-job training

Marketing

Topic overview Identifying and satisfying customer needs Market segmentation Purpose of market research and primary and secondary research Market research methods and interpreting findings Pricing methods and factors affecting price New products, USP, brand image and the Boston Matrix Product life cycle and extension strategies Promotional methods and the promotional mix Channels of distribution, e-commerce and m-commerce The integrated marketing mix

Finance

Topic overview Sources of finance Cash flow and cash flow forecasts Financial calculations and average rate of return Break-even charts and margin of safety Income statements and statements of financial position Profit margins and judging financial performance

Marketing

The integrated marketing mix

3 things to know
Paper 2

Overview

How product, price, promotion and place must fit together, mixes for luxury perfume and a budget supermarket, changes across the life cycle, online shopping, and responding to a cheaper rival.

What you need to know

Answer each one before you reveal it.

Your recallNot started

Key term

What is the marketing mix?

Key term

Why must the four elements of the marketing mix work together?

Key term

How does the product affect the other elements of the mix?

Questions from this subtopic

Each one with the model answer underneath.

1
What is the marketing mix?
Model answer
The marketing mix is the combination of price, product, promotion and place used to sell a product. The four elements are known as the 4Ps.
2
Why must the four elements of the marketing mix work together?
Model answer
Each element affects the others, so all four must send the same message to customers. A mismatch, such as a luxury product sold at a bargain price, confuses customers.
3
How does the product affect the other elements of the mix?
Model answer
The type of product decides who will buy it, which shapes the price, place and promotion. A premium watch needs a high price, exclusive shops and upmarket adverts.
4
Give an example of a well-integrated marketing mix for a luxury perfume.
Model answer
A luxury perfume has elegant packaging and a high price. The perfume is sold in department stores and advertised in glossy magazines.
5
Give an example of an integrated marketing mix for a budget supermarket.
Model answer
Budget supermarkets such as Aldi and Lidl sell a limited range of products at low prices. Adverts for budget supermarkets stress value for money.
6
What could happen if a business gets one element of the marketing mix wrong?
Model answer
A strong product can fail if it is priced too high or sold in the wrong places. Poor promotion can leave customers unaware that a good product exists.

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Business in the Real World

Influences on Business

Business Operations

Human Resources

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