4.5 The seven Ps of the marketing mix
Unit 4.5 The seven Ps of the marketing mix
This is the largest topic in the IB Business Management syllabus, focusing on the seven Ps of the marketing mix: product, price, promotion, place, people, processes, and physical evidence.
The marketing mix is a term coined by Jerome McCarthy (1964), originally used to describe the four key components of marketing physical goods: product, price, promotion and place. Bernard H. Booms and Mary J. Bitner (1981) added an extra 3 Ps to the marketing mix to cover the marketing of intangible services: people, processes, and physical evidence.
For ease of teaching and learning, this section of the website is split into seven separate parts for each of the 7 Ps in the marketing mix. Click the relevant hyperlink below to access the InThinking resources for each particular section of Unit 4.5 from the syllabus.
The 7 Ps of the marketing mix
Note that Unit 4.5 is the largest section of the syllabus in terms of content coverage. Hence, the various sections of Unit 4.5 have been split up here for your ease of reference.
Unit 4.5 now covers the 7 Ps model for both SL and HL. This means SL students now need to learn the 7 Ps (previously, only 4 Ps were covered in the SL course).
Please be aware of this change when planning and delivering the new curriculum and when/if using past exam questions and mark schemes.
Click the hyperlinks below to access additional resources to support students with this (large) component of the syllabus:
- Appropriate marketing mixes (AO3)
- Unit 4.5 True or False Quiz (1) The 7Ps of the marketing mix (25 questions from this unit of the syllabus)
- Unit 4.5 True or False Quiz (2) - The 7Ps of the marketing mix (another 25 questions from this unit of the syllabus)
- Unit 4.5 - True or False (People, Process, Physical evidence) (20 questions from this unit of the syllabus)
- Unit 4.5 - Glossary of key terms
Students can test their understanding of the marketing mix by taking this dynamic quiz. There are over 85 questions, but a random selection of 20 questions appear each time you take this quiz.
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