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Business Studies IGCSEPDF 106
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3.3 The Marketing Mix
Definition
The Marketing Mix refers to the combination of key elements that a business uses to
market a product or service effectively.
1. Product
The product is the item or service that satisfies customer needs and is offered for sale.
Price
Place
Product
The 4 Ps
Promotion
Type
Description
Description
The good or service the business offers.
The methods used to inform and persuade
consumers to buy.
How and where the product is distributed to
customers.
The amount customers are charged for the product
Example
It is often described using the 4 Ps:
It includes all tangible and intangible features such as design, performance, quality,
packaging, and branding.
Types of Products