- Product: Differences between products and services, importance of brands, product development and product lifestyle.
- Price: Pricing context, pricing strategies and tactics.
- Place: Channel management, supply chain management and logistics.
- Promotion: Integrated communication mix and promotional tools.
- People: The different roles of ‘people’ in marketing,including customer interfacing and support personnel. The different skills, attitudes and behaviour of people delivering the product or service to customers.
- Physical evidence: The tangible aspects of service delivery−visual, aural and olfactory elements.
- Process: Systems and processes involved in delivering a consistent service. Different types of processes used to expedite the marketing function.
Achieving overall business objectives:
The shift from the 4Ps to the 7Ps and the significance of the extended marketingmix. An overview of the marketing planning process (Analysis, Planning, Implementation and Control) and marketing strategy
LO 2: P3 and M.3
P3: Compare the ways in which the chosen organisation applies the marketing mix to the marketing planning process to achieve business objectives. How does it differ from other organisations or could do better compared to other organisations (with examples).
M3: Evaluate different tactics applied by organisations to demonstrate how business objectives can be achieved.
