People - refers to who is representing the business or brand, Process - refers to how a customer receives a service, Physical Evidence - refers to what customers see that gives them clues about a business from the image it portrays, Product - refers to the item the business is selling, can be a good or a service, Price - refers to the amount a customer is charged for a product, Promotion - refers to ways the customer is informed about or persuaded to buy a product, Place - refers to where a customer can access the product, how it gets to them, Product life cycle stages - R&D, introduction, growth, maturity, decline, Extension strategies - changing the product, altering the packaging, changing the price, Product line - groups of products that are closely related, Product line portfolio - all of the products the company has for sale, Boston matrix - a tool to analyse a product portfolio, Pricing strategies - skimming, penetration, promotional, discrimination, Channel of distribution - the route taken by the product from manufacturer to consumer, Wholesaler - buys in bulk from the manufacturer and sells to retailer or customer in smaller units, Retailer - distributes the product to the final customer, Manufacturer - the organisation that produces the product, Direct selling methods - mail order, e-commerce, direct mail, personal selling, magazines, Retailer types - independents, chain stores, supermarkets, department stores, local stores, mobile shops, high street stores, Into the pipeline promotions - promotion that is designed to enhance product sales to wholesalers and retailers, Out of the pipeline promotions - promotion that helps the wholesaler or retailer to persuade customers to buy from them, Public Relations - when organisations communicate with the public to improve their image,

Higher Marketing Mix General Terms

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