AQA · GCSE · Business
Course version: 8132 · Version from Sept 2017
Identifying and understanding customers: select the correct marketing mix
Selecting the correct marketing mix means choosing and combining the four elements of the mix — product, price, place and promotion — so they suit the identified target customer and support the…
Checked against the AQA 8132 specification (opens in a new tab) on .
- Point 5 of 7
- 4 key terms
Study notes
From the checked teaching notes for this specification point.
The idea
Selecting the correct marketing mix means choosing and combining the four elements of the mix — product, price, place and promotion — so they suit the identified target customer and support the business objective, such as increasing sales. The mix is not fixed: a budget fashion retailer may choose low prices, wide distribution and heavy social media promotion, while a luxury brand may choose premium pricing, selective outlets and restrained promotion. Selection starts with customer understanding: who the buyers are, what they value and what they can afford. The elements must be consistent with each other and with the product's positioning; a premium price paired with poor-quality packaging sends conflicting signals. A business reviews the mix as customer needs, competitors and costs change, because an effective combination at one time may fail later.
What earns the marks
- Names and correctly uses the four elements of the marketing mix: product, price, place and promotion.
- Explains how customer understanding informs the choice of each element, for example matching price to what the target segment can afford.
- Applies the mix to a specific business context, selecting an appropriate combination rather than listing all options generically.
- Explains why the elements must be consistent with each other and with the product's positioning.
- Recognises that the mix may need to change over time as customers, competitors or costs change.
Common mistakes and how to put them right
Listing the four elements without applying them.
Put it right by explaining the specific choice made for the named business and target customer.
Choosing a mix that contradicts the product's positioning, such as premium pricing with downmarket promotion.
Put it right by checking that all four elements reinforce the same image.
Treating the mix as permanent.
Put it right by explaining that customer needs and market conditions change, so the mix is reviewed and adjusted.
Exam tips
- Anchor each element to the case study's target customer so the selection is justified rather than generic.
- Use connectives such as because and so that to show how each element supports the business objective.
- If asked to recommend a mix, briefly weigh an alternative before justifying your final choice.
Try the lesson
The start of the Identifying and understanding customers: select the correct marketing mix lesson, made from checked teaching notes for this specification point.
Have a go first
A business has identified that its customers are teenagers with little money who shop online. Which element of the marketing mix is most directly concerned with choosing to sell through a website rather than a shop?
Listen
Selecting the correct marketing mix means choosing and combining the four elements of the mix — product, price, place and promotion — so they suit the identified target customer and support the business objective, such as increasing sales. The mix is not fixed: a budget fashion retailer may choose low prices, wide distribution and heavy social media promotion, while a luxury brand may choose premium pricing, selective outlets and restrained promotion. Selection starts with customer understanding: who the buyers are, what they value and what they can afford. The elements must be consistent with each other and with the product's positioning; a premium price paired with poor-quality packaging sends conflicting signals. A business reviews the mix as customer needs, competitors and costs change, because an effective combination at one time may fail later. A strong answer earns marks for these points. Names and correctly uses the four elements of the marketing mix: product, price, place and promotion. Explains how customer understanding informs the choice of each element, for example matching price to what the target segment can afford. Applies the mix to a specific business context, selecting an appropriate combination rather than listing all options generically. Explains why the elements must be consistent with each other and with the product's positioning. A common slip: Listing the four elements without applying them. Instead, explaining the specific choice made for the named business and target customer. Exam tip: Anchor each element to the case study's target customer so the selection is justified rather than generic.
See it
Key words
Say what each word means before you turn the card.
Marketing mix elements
Try answering aloud or in your head before turning the card.
Target customer and segmentation
Try answering aloud or in your head before turning the card.
Consistency and positioning
Try answering aloud or in your head before turning the card.
Adapting the mix over time
Try answering aloud or in your head before turning the card.
See every definition
- Marketing mix elements
- The four elements of the mix are product, price, place and promotion, which are chosen and combined to suit the identified target customer.
- Target customer and segmentation
- Selection starts with customer understanding: who the buyers are, what they value and what they can afford.
- Consistency and positioning
- The elements must be consistent with each other and with the product's positioning, because conflicting signals are sent when they are not.
- Adapting the mix over time
- A business reviews the mix as customer needs, competitors and costs change, because an effective combination at one time may fail later.
Label the diagram
Some boxes have lost their names. Pick the right name for each number.
1Box 1
2Box 2
3Box 3
There is more to this lesson
The full lesson goes on to check your understanding and help you earn the marks. Create a free account to carry on, with your progress saved.
A week of Premium from your first lesson · Then the free plan continues · No card, no charge
Test your understanding of Identifying and understanding customers: select the correct marketing mix
Active recall beats re-reading. Take an instant quiz now to test what you’ve learned and lock it into long-term memory.
A week of Premium from your first lesson · Then the free plan continues · No card, no charge