AQA · GCSE · Business
Course version: 8132 · Version from Sept 2017
Price, product, promotion and place (4Ps): Students should be able to…
Full specification wording
The elements of the marketing mix: price, product, promotion and place (4Ps): Students should be able to analyse factors influencing the selection of the promotion mix to assess their suitability for a given business.
The promotion mix is the combination of promotional methods a business uses.
Checked against the AQA 8132 specification (opens in a new tab) on .
- Point 56 of 80
- 4 key terms
Study notes
From the checked teaching notes for this specification point.
The idea
The promotion mix is the combination of promotional methods a business uses. Selection depends on factors such as budget, target market, product type, stage in product life cycle, competitor actions and marketing objectives. For example, a start-up with a limited budget may rely on social media and word-of-mouth, while an established brand launching a new product might use TV advertising and public relations. A business targeting teenagers might prioritise Instagram and TikTok, whereas a B2B firm may use personal selling and trade exhibitions. Suitability is judged by how well the mix reaches the target audience, fits the budget and achieves objectives.
What earns the marks
- Identifies a factor influencing the promotion mix, such as budget, target market or product type.
- Explains how the factor affects the choice of promotional methods, for example a limited budget leads to low-cost digital methods.
- Applies the factor to the specific business context, considering its size, sector and objectives.
- Analyses the suitability of the promotion mix by weighing how well it meets the business's needs.
- Makes a justified recommendation on the most suitable promotion mix for the business.
Common mistakes and how to put them right
Listing factors without explaining their influence on the promotion mix.
Put it right: Explain how each factor affects the choice of methods.
Ignoring the business context and giving generic answers.
Put it right: Apply each factor to the specific business in the case study.
Assuming one factor is always most important.
Put it right: Consider how factors interact and prioritise based on the business's situation.
Exam tips
- Use the case study to identify specific factors such as budget constraints or target audience demographics.
- Structure your answer by discussing each factor in turn and linking it to the promotion mix.
- Conclude with a clear judgement on the suitability of the promotion mix for the business.
Try the lesson
The start of the The elements of the marketing mix: price, product, promotion and place (4Ps): Students should be able to analyse factors influencing the selection of the promotion mix to assess their suitability for a given business. lesson, made from checked teaching notes for this specification point.
Have a go first
A business sells luxury watches at high prices to wealthy customers. Which factor would most influence the choice of promotion mix for this business?
Listen
The promotion mix is the combination of promotional methods a business uses. Selection depends on factors such as budget, target market, product type, stage in product life cycle, competitor actions and marketing objectives. For example, a start-up with a limited budget may rely on social media and word-of-mouth, while an established brand launching a new product might use TV advertising and public relations. A business targeting teenagers might prioritise Instagram and TikTok, whereas a B2B firm may use personal selling and trade exhibitions. Suitability is judged by how well the mix reaches the target audience, fits the budget and achieves objectives. A strong answer earns marks for these points. Identifies a factor influencing the promotion mix, such as budget, target market or product type. Explains how the factor affects the choice of promotional methods, for example a limited budget leads to low-cost digital methods. Applies the factor to the specific business context, considering its size, sector and objectives. Analyses the suitability of the promotion mix by weighing how well it meets the business's needs. A common slip: Listing factors without explaining their influence on the promotion mix. Instead, explain how each factor affects the choice of methods. Exam tip: Use the case study to identify specific factors such as budget constraints or target audience demographics.
See it
Key words
Say what each word means before you turn the card.
Promotion mix
Try answering aloud or in your head before turning the card.
Marketing objectives
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Target market
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Budget
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See every definition
- Promotion mix
- The combination of promotional methods a business uses.
- Marketing objectives
- One factor that selection of the promotion mix depends on, alongside budget, target market, product type, stage in product life cycle and competitor actions.
- Target market
- One factor that selection of the promotion mix depends on, alongside budget, product type, stage in product life cycle, competitor actions and marketing objectives.
- Budget
- One factor that selection of the promotion mix depends on, alongside target market, product type, stage in product life cycle, competitor actions and marketing objectives.
Label the diagram
Some boxes have lost their names. Pick the right name for each number.
1Box 1
2Box 2
3Box 3
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