Page 105 - Microsoft Word - 00 P1 IW Prelims.docx

Marketing

Strategic capabilities
The marketing mix

The 4P’s (and
marketing in general)
should be familiar to
students from
The traditional marketing mix (4Ps) previous papers)

 Product: Factors such as quality, design, range, packaging, branding and
warranties.

 Place: Choice of retailers/partners, distribution channels, stock levels and
warehouse locations.

 Promotion: Techniques such as personal selling, public relations, sales
promotion, sponsorship and direct marketing.

 Price: Price level, discounts, credit policy and payment methods.

Additional 3Ps for e-business

 People: Making the website more interactive in order to replicate the personal
experience from face to face sales.

 Processes: This includes areas such as payment, security and delivery
processes.

 Physical evidence: Areas such as website layout, images used, navigation
and links to other websites.

Illustrations and further practice

Now try TYU 1 and 2 from Chapter 11.

99