The Integrated Marketing Mix

The four Ps, working as one

The marketing mix is the combination of decisions a business makes about a product, known as the 4 Ps: Product, Price, Promotion and Place. You have met each one on its own. This module is about how they must work together. An integrated mix, where every P is consistent with the others and with the target market, gives a business a real advantage.

The four Ps

Each P is one decision in the mix:

Which P is this?

A business decides to sell its trainers through its own website and a few selected sports shops. Which of the 4 Ps is this decision about?

• Place, because it is about where and how the product is sold
• Product, because it is about the trainers themselves
• Price, because it is about how much they cost
• Promotion, because it is about advertising them

Match each P to its decision

A mix that fits, and one that clashes

The four Ps must be consistent with each other and with the customer. Compare a matched mix with a mismatched one.

Fit the premium product

A company sells a premium, high-quality coffee machine. Select the TWO marketing choices that fit this product.

• A high price that signals quality
• Promotion in upmarket lifestyle magazines
• Selling it only in pound shops
• Advertising it as the cheapest on the market

Integration is the whole point

The grade-9 idea is integration: the four Ps must link to each other and to the target market. Change one P, and the others usually have to change too. Raise the price, and you may need more upmarket promotion and place. A business whose four Ps all pull in the same direction builds a competitive advantage; one whose Ps clash confuses customers and wastes money.

Complete the mix

The marketing mix is made of four decisions called the four _____. The decision about how much customers pay is _____, and the decision about where the product is sold is _____. For a strong mix, the four elements must be _____ with each other and with the target market. When all four work together, the business gains a competitive _____.

Fit the budget brand

A business sells a low-cost, no-frills supermarket own-brand cereal. Tap the TWO marketing choices that fit this budget product.

• A low price to appeal to cost-conscious shoppers.
• Sold only in exclusive department stores.
• Wide distribution in supermarkets and discount shops.
• A very high price to signal luxury.
• Sponsorship of a glamorous awards ceremony.

Plan an integrated recommendation

Plan a grade-9 answer that recommends a marketing mix for a new business. Put the steps in a sensible order.

• Identify the target market and what those customers want
• Decide on the product and how it will be different
• Set a price that fits the product and the customers
• Choose promotion and place that reach the same customers
• Justify how the four choices support each other

Change one, change the others

A business lowers the price of its product to compete with cheaper rivals. Why might this force a change to another P?

• It may need to promote the product as good value rather than premium, to match the lower price
• It does not affect any other P; price stands on its own
• It must automatically raise the quality of the product
• It has to stop selling the product completely

Keep the mix consistent

For each business, choose the decision that keeps the mix consistent.

• A luxury handbag brand. Which place decision fits its premium image?
• A cheap, mass-market fizzy drink. Which promotion fits?
• A business raises its product quality and price to move upmarket. What should happen to promotion?

Recommend a mix

A company is launching a premium, eco-friendly water bottle aimed at young professionals. Recommend a marketing mix, using all four Ps together.

• Describe the product and how it is different from rivals
• Suggest a price that fits the product and the target market
• Choose promotion and place that reach young professionals
• Explain how your four choices support each other and stay consistent