AQA · GCSE · Business
Course version: 8132 · Version from Sept 2017
Price, product, promotion and place (4Ps): Students should be familiar…
Full specification wording
The elements of the marketing mix: price, product, promotion and place (4Ps): Students should be familiar with the promotional methods which are likely to be used by a given business.
Familiarity means being able to name methods such as advertising, sales promotion, public relations, personal selling, direct marketing and social media, and to judge which are likely to be used…
Checked against the AQA 8132 specification (opens in a new tab) on .
- Point 38 of 80
- 3 key terms
Study notes
From the checked teaching notes for this specification point.
The idea
Familiarity means being able to name methods such as advertising, sales promotion, public relations, personal selling, direct marketing and social media, and to judge which are likely to be used by a given business. For example, a local hairdresser might rely on social media and special offers, while a national supermarket might use television advertising and loyalty schemes. The choice depends on the business's size, budget, target market, product type and objectives. Assessment may involve identifying methods, explaining their use, or evaluating their effectiveness for the business.
What earns the marks
- Identifies promotional methods that are appropriate for the specific business described, such as a small business using social media.
- Explains why a chosen promotional method is likely to be used, linking to the business's target market or budget.
- Applies knowledge of promotional methods to a business scenario, suggesting a mix that meets the business's needs.
- Evaluates the likely effectiveness of promotional methods for the given business, considering advantages and disadvantages.
- Justifies a recommended promotional method or mix with reference to the business's context and objectives.
Common mistakes and how to put them right
Suggesting promotional methods without considering the business's budget.
Put it right: Check affordability and scale of the method.
Using generic methods that do not fit the business's target market.
Put it right: Match the method to the audience, such as using social media for younger customers.
Failing to justify why a method is likely to be used.
Put it right: Provide reasons linked to the business's situation, such as cost-effectiveness or reach.
Exam tips
- Read the business scenario carefully and note key details like size, budget and target market before choosing promotional methods.
- Use connectives like 'because' or 'therefore' to link your chosen method to the business's context.
- If asked to evaluate, consider both benefits and drawbacks of the promotional methods you suggest.
Try the lesson
The start of the The elements of the marketing mix: price, product, promotion and place (4Ps): Students should be familiar with the promotional methods which are likely to be used by a given business. lesson, made from checked teaching notes for this specification point.
Have a go first
Which promotional method is a business using when it offers customers money off the normal price for a short period?
Listen
Familiarity means being able to name methods such as advertising, sales promotion, public relations, personal selling, direct marketing and social media, and to judge which are likely to be used by a given business. For example, a local hairdresser might rely on social media and special offers, while a national supermarket might use television advertising and loyalty schemes. The choice depends on the business's size, budget, target market, product type and objectives. Assessment may involve identifying methods, explaining their use, or evaluating their effectiveness for the business. A strong answer earns marks for these points. Identifies promotional methods that are appropriate for the specific business described, such as a small business using social media. Explains why a chosen promotional method is likely to be used, linking to the business's target market or budget. Applies knowledge of promotional methods to a business scenario, suggesting a mix that meets the business's needs. Evaluates the likely effectiveness of promotional methods for the given business, considering advantages and disadvantages. A common slip: Suggesting promotional methods without considering the business's budget. Instead, check affordability and scale of the method. Exam tip: Read the business scenario carefully and note key details like size, budget and target market before choosing promotional methods.
See it
Key words
Say what each word means before you turn the card.
Promotional methods
Try answering aloud or in your head before turning the card.
Promotional mix
Try answering aloud or in your head before turning the card.
Customer targeting
Try answering aloud or in your head before turning the card.
See every definition
- Promotional methods
- Methods such as advertising, sales promotion, public relations, personal selling, direct marketing and social media that a business may use.
- Promotional mix
- The combination of promotional methods a business uses, which students should be able to recommend and justify.
- Customer targeting
- Matching a promotional method to the audience, such as using social media for younger customers.
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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