Integrating Elements of the Marketing Mix (AQA GCSE Business)
Revision Note
Written by: Lisa Eades
Reviewed by: Steve Vorster
Combining the Elements of the Marketing Mix
An integrated marketing mix is one which correctly combines each element in the best possible way
A change in one element can have a significant impact on the others
How Changes to one Element can Change the Entire Mix
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An integrated marketing mix can help build a competitive advantage by creating a cohesive marketing strategy that resonates with customers and sets the business apart from its competitors
Nike's Integrated Marketing Mix
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The Evolving Marketing Mix
A product's marketing mix is likely to change over time as it moves through the product life cycle and in response to changes in the external environment
The product life cycle and the marketing mix
The marketing mix will change as a product moves through the stages of the product life cycle
The Marketing Mix at Different Stages of the Product Life Cycle
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Growth |
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Maturity |
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Decline |
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The external environment and the marketing mix
Changes in the external environment can also have a significant impact on elements of the marketing mix
Economic environment
Changes in consumer income levels or economic conditions may require price adjustments (higher or lower).
An economic downturn may require more aggressive promotion and price discounts
E.g. John Lewis introduced its AnyDay range across homewares and clothing to retain customers whose incomes were squeezed during the recent financial crisis
Competitive environment
New competitors entering the market may force changes in pricing, product features, or promotional strategies
Innovative products from rivals may require product improvements or rebranding
E.g. The entry of rivals such as Netflix into the entertainment streaming market put pressure on Sky to repackage its programming and offer more frequent price promotions
Legal environment
New laws or regulations could impact product labelling, ingredients or production methods
Advertising restrictions may limit promotional options or require changes to promotional messaging
E.g. A successful legal challenge in 2024 forced Tesco to change its in-store promotions as they were deemed to be too similar to those of its rival Aldi
Technological environment
Advances in technology may lead to new product features, more efficient production or new distribution channels
The rise of e-commerce and digital marketing may require adjustments to place and promotion methods
E.g. Even the smallest local restaurants can now make use of services such as Just Eat to deliver meals, requiring them to set up e-commerce facilities
Social and cultural environment
Changing consumer preferences, values or trends may require changes to product design or packaging
Social trends towards ethical behaviour or awareness of environmental issues may influence promotional messaging or product/packaging design
E.g. Lego is in the process of improving the packaging of its construction sets by switching to paper instead of plastic
Examiner Tips and Tricks
When recommending changes to the marketing mix in 9-mark questions, carefully consider the nature of the product and the needs of customers. Although you may have an innovative suggestion, you need to make sure it is achievable, given the resources the particular business has, and appropriate to meet business objectives.
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