Business Management · Unit 4: Marketing

4.5 — The seven Ps of the marketing mix

Business Management · SL / HL · syllabus-mapped notes

1. Product

   Managed through the product life cycle and portfolio; extension strategies prolong the life cycle, which links to investment, profit and cash flow.

2. Branding

3. Price

4. Promotion

5. Place

   Distribution channels get the product to the customer; channel choice affects cost and reach.

6. People, processes, physical evidence

7. Appropriate marketing mixes

   The right mix depends on the product, the market and the business.