Professional Studies for Screen-Based Media
Foundation Degree South West
The Marketing Mix



Once marketers have decided on an overall strategy (see sections 2, 3 and 4), their work only just begins. They now need to coordinate the various aspects of a marketing plan in order to meet their objectives. The balance of different activities is often called the ‘marketing mix’. This section introduces the marketing mix. After completing this section you should be able to:

1. identify the different areas that need to be coordinated by a marketing manager – the 4’P’s
2. briefly discuss aspects of each area, providing relevant examples as an illustration;
3. briefly discuss the additional/different elements that need to be considered by a marketer of a service;
4. Provide a short critique of the 4’P’s framework.