Define the term 'marketing mix'.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2017). The mark or mark type is shown in brackets.

1. [2] Defined as the four decisions that must be taken in the effective marketing of a product (or service); i.e. product, price, promotion, place / or it is concerned with the 4Ps.
2. A definition such as this merits 2 marks.
3. A partial definition that merits 1 mark will contain 1 of the 2 points above.
4. Sound definition (2 marks)
5. Partial definition – limited understanding (1 mark)
6. No creditable content (0 marks)
7. [3] The importance to a business of product in the marketing mix can include:
8. ∞ the marketing mix is a range of tactical marketing decisions for a product; the aim is to sell products and services profitably using an appropriate marketing mix.
9. ∞ the right product or service must be made available to the customer.
10. ∞ a business must focus on quality, performance, appearance of a product.
11. ∞ a focus on new product development, on establishing a USP – a brand may be necessary.
12. ∞ product life-cycle is very relevant.
13. ∞ product is, therefore, a critical aspect of the marketing mix; it must meet customer expectations.
14. Sound explanation of the importance of product in the marketing mix (3 marks)
15. Limited explanation of the importance of product in the marketing mix. (2 marks)
16. Some general comment on product (1 mark)
17. No creditable content (0 marks)