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 recognise how the marketing mix evolves over time and evaluate how businesses may react to this.
The marketing mix is not fixed: each element changes as a product moves through its life cycle and as markets shift.
Checked against the AQA 8132 specification (opens in a new tab) on .
- Point 80 of 80
- 4 key terms
Study notes
From the checked teaching notes for this specification point.
The idea
The marketing mix is not fixed: each element changes as a product moves through its life cycle and as markets shift. A new phone may launch with a high price and heavy advertising, then later cut price, refresh the product, change promotion and move to online or discount retailing. External changes such as new competitors, technology, income trends or legislation also force adjustments. To evaluate reactions, identify the change, explain which element is affected, and judge how the business should respond, weighing costs against benefits. Strong answers recognise that a reaction in one element usually requires matching changes in the others to keep the mix coherent.
What earns the marks
- Recognises that the marketing mix changes over time, for example across introduction, growth, maturity and decline stages of the product life cycle.
- Identifies a specific internal or external change, such as new competition, technology, income trends or legislation, that affects one or more elements of the mix.
- Explains how the business could react, for example lowering price, updating the product, changing promotion or moving to a new distribution channel.
- Evaluates the reaction by weighing benefits against costs, risks or effects on other elements of the mix.
- Reaches a supported judgement about the most appropriate reaction and why it suits the business's position.
Common mistakes and how to put them right
Treating the mix as static.
Put it right: Identify the stage or change and adjust the relevant elements.
Changing one element in isolation.
Put it right: Check that all four elements remain consistent.
Describing a change without evaluating a response.
Put it right: Explain and judge a specific reaction.
Exam tips
- Name the stage of the product life cycle or the external change first, so your evaluation has a clear trigger.
- Use a chain of reasoning: change, effect on the mix, business reaction, then consequence.
- Reserve time for a final judgement that compares reactions and states which is best and why.
Try the lesson
The start of the The elements of the marketing mix: price, product, promotion and place (4Ps): Students should be able to recognise how the marketing mix evolves over time and evaluate how businesses may react to this. lesson, made from checked teaching notes for this specification point.
Have a go first
Over recent years, many customers have started buying goods online instead of in shops. Which change to the marketing mix does this show?
Listen
The marketing mix is not fixed: each element changes as a product moves through its life cycle and as markets shift. A new phone may launch with a high price and heavy advertising, then later cut price, refresh the product, change promotion and move to online or discount retailing. External changes such as new competitors, technology, income trends or legislation also force adjustments. To evaluate reactions, identify the change, explain which element is affected, and judge how the business should respond, weighing costs against benefits. Strong answers recognise that a reaction in one element usually requires matching changes in the others to keep the mix coherent. A strong answer earns marks for these points. Recognises that the marketing mix changes over time, for example across introduction, growth, maturity and decline stages of the product life cycle. Identifies a specific internal or external change, such as new competition, technology, income trends or legislation, that affects one or more elements of the mix. Explains how the business could react, for example lowering price, updating the product, changing promotion or moving to a new distribution channel. Evaluates the reaction by weighing benefits against costs, risks or effects on other elements of the mix. A common slip: Treating the mix as static: the error is assuming the original 4Ps still work. Instead, identify the stage or change and adjust the relevant elements. Exam tip: Name the stage of the product life cycle or the external change first, so your evaluation has a clear trigger.
See it
Put it in order
Put these steps in the order they happen.
- 1. Business reaction: adjust price, product, promotion or place
- 2. Identify which element of the mix is affected
- 3. Change: product life cycle stage or external change
- 4. Supported judgement on the most appropriate reaction
- 5. Weigh benefits against costs, risks and effects on the mix
- 6. Check other elements stay consistent
Key words
Say what each word means before you turn the card.
Product life cycle
Try answering aloud or in your head before turning the card.
External change
Try answering aloud or in your head before turning the card.
Adaptation and reaction
Try answering aloud or in your head before turning the card.
Coherence of the marketing mix
Try answering aloud or in your head before turning the card.
See every definition
- Product life cycle
- The stages of introduction, growth, maturity and decline through which a product moves, with the marketing mix changing across them.
- External change
- A shift such as new competitors, technology, income trends or legislation that forces adjustments to the marketing mix.
- Adaptation and reaction
- Adjusting elements of the mix, such as lowering price, updating the product, changing promotion or moving to a new distribution channel, in response to change.
- Coherence of the marketing mix
- Keeping all four elements consistent, because a reaction in one element usually requires matching changes in the others.
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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