What you'll learn
How businesses make integrated marketing decisions.
Key ideas
- The marketing mix (4Ps) working together.
- The product life cycle and extension strategies.
- Pricing strategies and how technology (e-commerce) affects marketing.
Exam tips
- Show how the 4Ps support each other.
- Justify pricing choices for the context.
Common mistakes
- Treating each P separately.
- Ignoring digital marketing.