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IGCSEBusinessCambridge (CIE)Revision Notes3. Marketing3.3 Marketing MixIntroduction to the Marketing Mix

Syllabus Edition

First teaching 2025

First exams 2027

Introduction to the Marketing Mix (Cambridge (CIE) IGCSE Business): Revision Note

Exam code: 0450, 0986 & 0264, 0774

Lisa Eades

Written by: Lisa Eades

Reviewed by: Steve Vorster

Updated on

The 4 Ps

  • The marketing mix provides a framework for businesses to create and implement successful marketing strategies

    • Sometimes known as the 'Four P's', it represents the key elements of a marketing strategy:

      • Product

      • Price

      • Place

      • Promotion

    • These four components work together to satisfy the needs and wants of a target market while achieving the company's objectives

  • By understanding and manipulating the marketing mix, businesses can differentiate themselves from competitors, maximise marketing impact and achieve long-term success

The four P's of the marketing mix

Businesses combine the 4 P's of the marketing mix in appropriate and unique ways to maximise their chances of success
Businesses combine the 4 P's of the marketing mix in appropriate and unique ways to maximise their chances of success

Examiner Tips and Tricks

Avoid assuming all 4Ps are equally important – in exams, stronger answers identify which element is most critical in the given case study and explain why

Integrating the 4 P's

  • An integrated marketing mix is one which combines each element in the best possible way

  • A change in one element can have a significant impact on the others

  • An integrated marketing mix can help build a competitive advantage

  • By creating a cohesive marketing strategy that resonates with customers, the business is set apart from its competitors

How changes to one element can change the entire mix

Changes to the product

Changes to price

  • The product/service is at the heart of the marketing mix, as it is what the customer is buying

    • The product determines the price, the target audience, and the promotion strategy

  • If the product changes, then all other elements of the mix will likely need to change

    • For example, if a business decides to launch a premium version of its product, it may need to increase the price, target a different audience and use a different promotion strategy to reflect the new product's value

  • The price of a product is closely linked to its perceived brand value

    • If a product is priced too high, it may be perceived as too expensive by the target audience, leading to lower sales

    • If a product is priced too low, it may be perceived as low quality, leading to lower sales

  • Increasing the price may require changes to the promotion strategy, which are aimed at convincing consumers of the product's value

Changes to promotion

Changes to place

  • The chosen promotion strategy can affect price and distribution channels

    • For example, if a business decides to launch a high-end promotion strategy, it may need to increase the price to reflect the product's value

  • The chosen distribution channels can affect the price and promotion strategy

    • For example, if a business decides to use exclusive distribution channels, it may need to increase the price to reflect the exclusivity of the product

Nike's integrated marketing mix

Product

Price

  • The company's products are known for their high quality and innovative design

  • This has helped to create a perception of exclusivity and quality

  • Nike's pricing strategy is focused on premium prices that reflect the value of the product 

  • This reinforces the brand's premium positioning

Promotion

Place

  • Nike's promotion strategy is focused on creating a unique brand image and messaging that resonates with its target audience

  • An integrated marketing mix can help build a competitive advantage

  • By creating a cohesive marketing strategy that resonates with customers, the business is set apart from its competitors. The company's "Just Do It" campaign focuses on celebrating athleticism and determination

    • This aligns with the brand's reputation for being a leader in sports apparel

  • Nike's distribution strategy is focused on creating a seamless online and offline shopping experience

    • This makes it easy for customers to purchase the brand's products

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    Lisa Eades

    Author: Lisa Eades

    Expertise: Business Content Creator

    Lisa has taught A Level, GCSE, BTEC and IBDP Business for over 20 years and is a senior Examiner for Edexcel. Lisa has been a successful Head of Department in Kent and has offered private Business tuition to students across the UK. Lisa loves to create imaginative and accessible resources which engage learners and build their passion for the subject.

    Steve Vorster

    Reviewer: Steve Vorster

    Expertise: Economics & Business Subject Lead

    Steve has taught A Level, GCSE, IGCSE Business and Economics - as well as IBDP Economics and Business Management. He is an IBDP Examiner and IGCSE textbook author. His students regularly achieve 90-100% in their final exams. Steve has been the Assistant Head of Sixth Form for a school in Devon, and Head of Economics at the world's largest International school in Singapore. He loves to create resources which speed up student learning and are easily accessible by all.