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Business AS AQA

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  1. 1-1-the-nature-and-purpose-of-business as
    3 主题
  2. 1-2-forms-of-business as
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  3. 1-3-the-external-environment as
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  4. 2-1-management-and-leadership as
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  5. 2-2-management-decision-making as
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  6. 2-3-the-role-and-importance-of-stakeholders as
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  7. 3-1-marketing-objectives as
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  8. 3-2-understanding-markets-and-customers as
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  9. 3-3-making-marketing-decisions as
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  10. 3-4-the-marketing-mix as
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  11. 4-1-operational-objectives as
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  12. 4-2-operational-performance as
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  13. 4-3-efficiency-and-productivity as
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  14. 4-4-quality as
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  15. 4-5-inventory-and-supply-chain-management as
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  16. 5-1-financial-objectives as
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  17. 5-2-financial-performance as
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  18. 5-3-sources-of-finance as
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  19. 5-4-cash-flow-and-profit as
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  20. 6-1-human-resource-objectives as
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  21. 6-2-human-resource-performance as
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  22. 6-3-organisational-design as
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  23. 6-4-human-resource-planning as
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  24. 6-5-motivation as
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  25. 6-6-improving-employer-employee-relations as
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Exam code:7131

The importance of an integrated marketing mix

  • An integrated marketing mix is one which combines each element in the best, most consistent way

Why having an integrated marketing mix matters

  • One clear message

    • All parts of the mix (product, price, place, promotion) tell the same story, so customers quickly understand what a brand stands for

  • Trust

    • When a brand behaves the same way everywhere, people believe its promises and feel confident buying again

  • Effective use of money

    • As every part supports the others, the business wastes less on advertising, pricing experiments or product features that do not fit

  • Harder for rivals to copy

    • Competitors can match a single advert or discount, but it is tough to copy a whole, cohesive package

Examples of integrated marketing mixes

Brand

How the 4 Ps work together

IKEA

IKEA logo with bold yellow letters on a blue background enclosed in a yellow oval shape.

  • Flat‑pack furniture (product) at low prices (price)

  • Sold in self‑service warehouse stores and online (place); promoted with practical, room‑set catalogues and augmented reality (AR) apps (promotion)

  • All elements reinforce the company’s brand message of stylish affordability

Starbucks

Starbucks green background logo featuring a white mermaid with a double tail, flowing hair, and a crown with a star at the centre.

  • Customisable coffee drinks (product) with tiered pricing and loyalty points (price)

  • Sold in comfortable cafés and via mobile order‑and‑pay (place); promoted through personalised app offers and seasonal drinks on social media (promotion)

  • Every element underlines the brand’s focus on convenience and personalisation

Influences on developing an integrated marketing mix

Influence

Explanation

Example

Product life cycle stage

  • The introduction stage needs informative promotion and limited outlets

  • Maturity often requires price competition and wider distribution

  • Electric scooters: early models sold at high skimming prices online

  • Now, high street stores stock lower‑priced versions with mass advertising

Boston Matrix position

  • Star products get heavy promotion

  • Cash cows usually manage with lower budgets

  • Dogs may be dropped or given discount pricing

  • The Samsung Galaxy S‑series (star) receives prime‑time adverts

  • Older J‑series phones (cash cows) are sold through discount channels at lower prices

Type of product (consumer vs industrial, convenience vs luxury)

  • Luxury items pair premium pricing with selective outlets

  • Convenience goods need low prices and intensive distribution

  • Farrow & Ball paint sells at high prices in niche home stores and through glossy brochures

  • Walkers Crisps target supermarkets, vending machines and multi‑buy deals

Marketing objectives

  • Growth targets favour penetration pricing and wide promotion

  • Profit maximisation objectives are likely to involve higher prices and selective spending on promotion

  • Spotify pursued subscriber growth with free trials and huge digital advertising spending

  • It now focuses on selling higher‑priced premium plans

Target market characteristics

  • Media habits and income levels dictate the choice of distribution channel, price range and product features

  • Teen gamers see TikTok teaser videos and app store downloads

  • Corporate IT buyers expect detailed specifications, demos and the ability to negotiate price

Competition

  • Intense rivalry may force price matching, product upgrades or unique distribution deals

  • UK supermarkets such as Tesco run loyalty‑card prices and home delivery to keep pace with rivals

Brand positioning

  • Every element, such as value, premium, eco‑friendliness and quality, must reinforce the chosen market position

  • Tupperware positions its brand around quality and durability

  • Its lifetime guarantee (product), at‑home parties (place), reassuring price and word‑of‑mouth promotion are fully integrated

Digital marketing and e-commerce

  • E‑commerce is the buying and selling of goods or services over the internet, including payment and distribution

  • Digital marketing is the use of online channels (websites, social media, email, search engines, apps) to promote products and engage customers

How digital marketing and e-commerce support the marketing mix

Element

Explanation

Example

Product

  • Videos, 360° views and customer reviews show features far better than a shelf label

  • Firms can supply instant software updates or e‑manuals

  • GoPro posts user‑made stunt clips beside each camera model

Price

  • Software can raise or lower prices in seconds to match demand or competitors

  • Booking.com tweaks hotel rates in real time when large events, such as concerts or sports events, boost local demand

Place

  • Online shops are open 24 hours and reach customers worldwide without renting extra store space

  • ASOS sells fashion to more than 200 countries from one warehouse

Promotion

  • Adverts can be aimed at very specific ages, interests or postcodes and changed instantly if they underperform

  • Spotify inserts location‑based audio adverts between songs

People

  • Live chat and chatbots give quick, friendly service without a call centre wait

  • Staff can serve many customers at once using automated processes

  • Starling Bank can answer customer account questions 24/7 through in‑app chat

Process

  • One‑click checkout, saved details and tracked delivery make buying smoother, helping repeat sales

  • Amazon Prime uses one‑tap ordering and real‑time parcel tracking

Physical evidence

  • High‑quality website design, clear photos and unboxing videos reassure buyers of product quality before they touch it

  • Apple’s clean, consistent web pages mirror the look of its retail stores

Responses

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