Fiducia TogetherMarketing mix
Product, price, place and promotion. The four levers a business pulls.
Please note: This page explains a word or a process in education. It is general information about the system, the law and the guidance in England — not advice about your child, your school or your exam. If a decision is going against you, get advice from one of the free services we link to before you agree to anything or miss a deadline. If you are revising, check your own exam board's specification: boards word things differently and yours is the one that marks you.
What it is
The four Ps: product (what is sold), price (how much), place (how it reaches customers) and promotion (how they hear about it). Some courses add people, process and physical environment for services.
Where it applies
GCSE business studies and BTEC business.
How it works
The four should be consistent with each other and with the target market. A premium product sold cheaply through discount channels sends contradictory signals.
Pricing strategies — skimming, penetration, competitive, cost-plus — each suit particular situations.
How to use it in your work
Apply all four to the actual business in the case study and say how they support each other.
Justify a pricing strategy by market conditions, not preference.
For evaluation, note that changing one P usually forces a change in another.
Where to get help
Your teacher and your board's specification — these qualifications vary more between boards than the traditional GCSEs do, and much of the grade is coursework marked against stated criteria.
Revise this with a song
These are ours. We write revision songs because a lot of people remember a tune when they cannot remember a page, and because revising out loud in the kitchen beats staring at a highlighter.
- The Business Studies Song The GCSE business studies topics, set to music.
Where to read more
Last reviewed 2026-08-28 by Fiducia Together · Next review due 2027-08-28
Please note: This page explains a word or a process in education. It is general information about the system, the law and the guidance in England — not advice about your child, your school or your exam. If a decision is going against you, get advice from one of the free services we link to before you agree to anything or miss a deadline. If you are revising, check your own exam board's specification: boards word things differently and yours is the one that marks you.