1.3 Marketing Mix

Question 1

What are the 4 P’s

Answer 1

Product
Price
Place
Promotion

Question 2

What are the 3 words for a businesses approach the global marketing mix.

Describe them

(there are 3)

Answer 2

Ethnocentric - No change in Marketing Mix

Polycentric - Change in marketing mix to cater to individual markets

Geocentric - Some change but also no change (50/50)

Question 3

Above the line marketing

Answer 3

Promoting product/service using media

Question 4

Below the line Marketing

Answer 4

Promoting product/service using non-media. More direct

• Posters
• Sponsorship
• Sales Promotions