Source: https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-2-1-marketing-mix [Revision notes](https://senecalearning.com/en-gb/revision-notes.md) › [BTEC](https://senecalearning.com/en-gb/revision-notes/btec.md) › [Business](https://senecalearning.com/en-gb/revision-notes/btec/business.md) › [Business: BTEC Level 3](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3.md) › Marketing Mix # Marketing Mix Business: BTEC Level 3 National Extended Diploma, topic 2.2.1 ## The Marketing Mix The marketing mix is the combination of factors (the '7Ps') which affect a customer’s purchasing decision. Customers may buy a product if they find each of the marketing mix factors satisfactory. ### People ![People](https://image-v2.cdn.app.senecalearning.com/courseImages/chemistry/9.1.3%20Common%20atmospheric%20pollutants%20and%20their%20sources/people-min.jpg) - People is one of the 7 Ps and includes customer-facing staff, such as customer service assistants, and the employees involved in a transaction when a customer purchases a product or service. - For example, Marks & Spencer prides itself on the quality of its customer service which suggests that the ‘People’ factor of the marketing mix is valued by the customers of this business. ### Process ![Process](https://image-v2.cdn.app.senecalearning.com/2019-01/6b103cae-3601-4915-8d44-ee82f963e747/online.jpg) - Process is one of the 7 Ps and includes the systems in place to support the transaction which the customer must deal with to complete the transaction successfully. - For example, some doctor’s surgeries have now introduced on-line booking systems which suggests that the ‘Process’ factor of the marketing mix is valued by the customers wishing to visit the surgery. ### Physical environment/evidence ![Physical environment/evidence](https://image-v2.cdn.app.senecalearning.com/courseImages/biology/7.5.1%20-%20Food%20Production/vats-min.jpg) - The physical environment or physical evidence is one of the 7 Ps and includes physical premises, the design, and layout of premises and the condition and placement of products within a store. ### 4 Ps ![4 Ps](https://image-v2.cdn.app.senecalearning.com/2018-08/37e11b6c-5cde-49cb-b427-8cf1fc9ac11b/marketing-.jpg) - These three Ps are in addition to the existing 4Ps in the marketing mix: - Product. - Place. - Price. - Promotion. ### Changing the marketing mix ![Changing the marketing mix](https://image-v2.cdn.app.senecalearning.com/2018-09/8edf554a-4343-4695-8765-1b51a8791845/time-for-a-change-.jpg) - As market conditions and customer tastes and preferences change, a business may update its marketing mix. - For example, Morrisons used to emphasise the importance of its physical stores, which relates to ‘Physical evidence’, but now offers online shopping, which suggests it has re-focussed some of its effort on the importance of ‘Process’. ## Factors Influencing the Marketing Mix When a business is deciding its marketing mix, it may consider the type of product being sold and the influence this may have on the overall decision. ### Availability ![Availability](https://image-v2.cdn.app.senecalearning.com/2018-09/9e172e32-d751-475c-9afa-30efb666031d/ok-tick-yes-check-.png) - Convenience items, such as basic groceries, need to be accessed quickly by customers so businesses may focus on marketing mix factors related to speed and availability. ### Product information ![Product information](https://image-v2.cdn.app.senecalearning.com/2018-08/d8e1e24b-379e-4c7c-bf84-4c4dba4af53c/Food-label-information-.jpg) - Shopping items, such as computer tablets and clothes, may be considered for purchase by customers for a longer period so a business may focus on the customer service ‘people’ factor so that customers can access product information easily. ### Luxury products ![Luxury products](https://image-v2.cdn.app.senecalearning.com/2018-03/46c8065f-a43f-4dcf-8dde-401c4c12d66d/shutterstock_371803501.jpg) - Specialty products, such as cars and jewellery are luxury purchases for customers. Consumers who buy luxury goods may expect sophisticated stores and customer service processes to support the transaction. Businesses operating in luxury or specialty goods is likely to focus on processes & physical evidence, whilst making sure the other Ps are consistent with their brand. ## Test yourself on Marketing Mix - Which of the **7Ps** does customer facing staff meet? - Pia Jewellery originally had several brick and mortar shops. Now, they have moved their business to be solely online. Which P in the marketing mix have they abandoned? - If a business is selling smartphones, which of the following factors will be most important for marketing decisions? - If a business sells groceries, which of the following factors will be most important for marketing decisions? - Which type of product requires lots of product information? [Practise this topic for free](https://app.senecalearning.com/classroom/course/f0389213-3369-45a4-8126-07b001bb9007/section/bca96992-e785-461e-9616-e7e22fe78205/session) - Previous topic: [2.1.11 Pricing Strategies](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-11-pricing-strategies.md) - Next topic: [2.2.2 Product Life Cycle](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-2-2-product-life-cycle.md) ## Business: BTEC Level 3 National Extended Diploma contents ### 1 Exploring Business - 1.1 Features of Business Organisations - [1.1.1 Sole Traders & Partnerships](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-1-1-sole-traders-and-partnerships.md) - [1.1.2 Private & Public Limited Companies](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-1-2-private-and-public-limited-companies.md) - [1.1.3 Types of Liability & Not-For-Profits](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-1-3-types-of-liability-and-not-for-profits.md) - [1.1.4 Purposes of Businesses](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-1-4-purposes-of-businesses.md) - [1.1.5 Purposes of Businesses 2](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-1-5-purposes-of-businesses-2.md) - [1.1.6 The Different Economic Sectors](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-1-6-the-different-economic-sectors.md) - [1.1.7 Multinational Companies](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-1-7-multinational-companies.md) - [1.1.8 Stakeholders](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-1-8-stakeholders.md) - [1.1.9 Influence of Stakeholders](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-1-9-influence-of-stakeholders.md) - 1.2 Organisation of Businesses - [1.2.1 Organisational Structure](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-2-1-organisational-structure.md) - [1.2.2 Types of Organisational Structures](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-2-2-types-of-organisational-structures.md) - [1.2.3 Business Aims & Objectives](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-2-3-business-aims-and-objectives.md) - [1.2.4 Business Aims](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-2-4-business-aims.md) - [1.2.5 Business Objectives](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-2-5-business-objectives.md) - 1.3 Business Environment - [1.3.1 External Influences](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-3-1-external-influences.md) - [1.3.2 Political & Legal Change](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-3-2-political-and-legal-change.md) - [1.3.3 Economic Environment](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-3-3-economic-environment.md) - [1.3.4 Social & Technological Environment](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-3-4-social-and-technological-environment.md) - [1.3.5 Lifestyle & Technological Environment](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-3-5-lifestyle-and-technological-environment.md) - [1.3.6 Corporate Social Responsibility](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-3-6-corporate-social-responsibility.md) - [1.3.7 The Competitive Environment](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-3-7-the-competitive-environment.md) - [1.3.8 Innovation](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-3-8-innovation.md) - [1.3.9 Risk & Uncertainty](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-3-9-risk-and-uncertainty.md) - [1.3.10 Porter's Five Forces](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-3-10-porters-five-forces.md) - [1.3.11 SWOT Analysis](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/1-3-11-swot-analysis.md) ### 2 Marketing Campaigns - 2.1 Marketing - [2.1.1 Setting Marketing Objectives](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-1-setting-marketing-objectives.md) - [2.1.2 Customer Needs](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-2-customer-needs.md) - [2.1.3 The Market](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-3-the-market.md) - [2.1.4 Competition & The Market](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-4-competition-and-the-market.md) - [2.1.5 Consumer Behaviour](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-5-consumer-behaviour.md) - [2.1.6 Market Research](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-6-market-research.md) - [2.1.7 Forms of Market Research](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-7-forms-of-market-research.md) - [2.1.8 Market Segmentation](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-8-market-segmentation.md) - [2.1.9 Cultural & Social Factors in Marketing](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-9-cultural-and-social-factors-in-marketing.md) - [2.1.10 Promotional Decisions 3](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-10-promotional-decisions-3.md) - [2.1.11 Pricing Strategies](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-1-11-pricing-strategies.md) - 2.2 Marketing Mix - [2.2.1 Marketing Mix](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-2-1-marketing-mix.md) - [2.2.2 Product Life Cycle](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-2-2-product-life-cycle.md) - [2.2.3 Pricing Decisions & Price Skimming](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-2-3-pricing-decisions-and-price-skimming.md) - [2.2.4 Pricing Decisions & Price Penetration](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-2-4-pricing-decisions-and-price-penetration.md) - [2.2.5 Promotional Decisions](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-2-5-promotional-decisions.md) - [2.2.6 Promotional Decisions 2](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-2-6-promotional-decisions-2.md) - [2.2.7 Promotional Decisions 3](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-2-7-promotional-decisions-3.md) - [2.2.8 Market Mapping](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/2-2-8-market-mapping.md) ### 3 Business Finance - 3.1 Sources of Finance - [3.1.1 Internal Finance](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-1-1-internal-finance.md) - [3.1.2 External Finance](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-1-2-external-finance.md) - [3.1.3 External Finance 2](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-1-3-external-finance-2.md) - [3.1.4 Sources of Business Finance](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-1-4-sources-of-business-finance.md) - 3.2 Financial Planning - [3.2.1 Revenue](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-2-1-revenue.md) - [3.2.2 Costs](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-2-2-costs.md) - [3.2.3 Cash & Cash Flow](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-2-3-cash-and-cash-flow.md) - [3.2.4 Cash & Cash Flow 2](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-2-4-cash-and-cash-flow-2.md) - [3.2.5 Break-Even Analysis](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-2-5-break-even-analysis.md) - [3.2.6 Profits](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-2-6-profits.md) - 3.3 Financial Statements - [3.3.1 Balance Sheets](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-3-1-balance-sheets.md) - [3.3.2 Income Statements](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-3-2-income-statements.md) - [3.3.3 Liquidity](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/3-3-3-liquidity.md) ### 4 International Business - 4.1 Globalisation - [4.1.1 Growing Economies](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-1-1-growing-economies.md) - [4.1.2 Specialisation & Trade](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-1-2-specialisation-and-trade.md) - 4.2 International Business - [4.2.1 Internationalisation](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-2-1-internationalisation.md) - [4.2.2 International Trade](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-2-2-international-trade.md) - [4.2.3 MNCS](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-2-3-mncs.md) - [4.2.4 Conditions that Prompt Trade](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-2-4-conditions-that-prompt-trade.md) - [4.2.5 Assessment of a Country](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-2-5-assessment-of-a-country.md) - 4.3 International Economic Environment - [4.3.1 Globalisation](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-3-1-globalisation.md) - [4.3.2 Factors Contributing to Globalisation](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-3-2-factors-contributing-to-globalisation.md) - [4.3.3 Protectionism](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-3-3-protectionism.md) - [4.3.4 The EU & the WTO](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-3-4-the-eu-and-the-wto.md) - [4.3.5 Trading Blocs](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-3-5-trading-blocs.md) - 4.4 Factors Affecting International Business - [4.4.1 Global Competitiveness](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-4-1-global-competitiveness.md) - [4.4.2 Ethics of Global Business](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-4-2-ethics-of-global-business.md) - [4.4.3 Controlling MNCs](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-4-3-controlling-mncs.md) - [4.4.4 Cultural & Social Factors in Marketing](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/4-4-4-cultural-and-social-factors-in-marketing.md) ### 5 Principles of Management - 5.1 Management & Leadership - [5.1.1 Managers](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-1-1-managers.md) - [5.1.2 Management Theories](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-1-2-management-theories.md) - [5.1.3 Managing Organisational Culture](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-1-3-managing-organisational-culture.md) - [5.1.4 Management Style](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-1-4-management-style.md) - 5.2 Theories of Motivation - [5.2.1 Motivating & Engaging Employees](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-2-1-motivating-and-engaging-employees.md) - [5.2.2 Taylor's Theory](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-2-2-taylors-theory.md) - [5.2.3 Mayo's Theory](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-2-3-mayos-theory.md) - [5.2.4 Maslow's Theory](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-2-4-maslows-theory.md) - [5.2.5 Herzberg's Theory](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-2-5-herzbergs-theory.md) - 5.3 Managing Change - [5.3.1 Change](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-3-1-change.md) - [5.3.2 Key Factors in Change](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-3-2-key-factors-in-change.md) - [5.3.3 Scenario Planning](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-3-3-scenario-planning.md) - [5.3.4 Managing Change](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-3-4-managing-change.md) - [5.3.5 Managing Strategic Implementation](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/5-3-5-managing-strategic-implementation.md) ### 6 Business Decision Making - 6.1 Business Principles & Practices - [6.1.1 Influences in External Environments](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-1-1-influences-in-external-environments.md) - [6.1.2 Product Decisions](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-1-2-product-decisions.md) - [6.1.3 Competitive Environment](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-1-3-competitive-environment.md) - [6.1.4 Corporate Strategy](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-1-4-corporate-strategy.md) - [6.1.5 Quantitative Sales Forecasting](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-1-5-quantitative-sales-forecasting.md) - [6.1.6 Legislation](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-1-6-legislation.md) - 6.2 Quality Management - [6.2.1 Importance of Quality](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-2-1-importance-of-quality.md) - [6.2.2 Measuring Quality](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-2-2-measuring-quality.md) - [6.2.3 Total Quality Management](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-2-3-total-quality-management.md) - [6.2.4 Evaluating TQM](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-2-4-evaluating-tqm.md) - 6.3 Human Resources - [6.3.1 Contracts](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-3-1-contracts.md) - [6.3.2 Recruitment](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-3-2-recruitment.md) - [6.3.3 Training a Workforce](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-3-3-training-a-workforce.md) - 6.4 Documents & Business Decisions - [6.4.1 Sales Forecasts](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-4-1-sales-forecasts.md) - [6.4.2 Managing Strategic Implementation](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-4-2-managing-strategic-implementation.md) - [6.4.3 Problems with Strategy](https://senecalearning.com/en-gb/revision-notes/btec/business/business-btec-level-3/6-4-3-problems-with-strategy.md)