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Unit 1: Marketing

Extended marketing mix

Identify and analyse the individual elements of the extended marketing mix

Product: products and brands — features, advantages and benefits, the total product concept, product mix, product life-cycle and its effect on other elements of the marketing mix, product strategy, new product development, adoption process Place: customer convenience and availability, definition of channels, types and functions of intermediaries, channel selection, integration and distribution systems, franchising, physical distribution management and logistics, ethical issues

Price: perceived value, pricing context and process, pricing strategies, demand elasticity, competition, costs, psychological, discriminatory, ethical issues

Promotion: awareness and image, effective communication, integrated communication process — (SOSTT + 4Ms), promotional mix elements, push and pull strategies, advertising above and below the line including packaging, public relations and sponsorship, sales promotion, direct marketing and personal selling, branding, internet and online marketing

The shift from the 4Ps to the 7Ps: product-service continuum, concept of the extended marketing mix, the significance of the soft elements of marketing — people, physical evidence and process management

Suggested Reading

Marketing: Principles and Practice

Principles of Marketing

Principles and Practice of Marketing, 3rd Ed.

Principles of Marketing: European Edition


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Recommended Marketing Books

Marketing for Higher Awards (Second Edition) - Buy it - Excellent text book for those students undertaking the marketing unit. It includes the theory and relevant case studies for each topic area. Buy it from

HNC/HND Business Core Unit 1: Marketing: Study Text (2000) - Buy it - Part of the HNC/HND business series, this text on marketing features a blend of topic coverage and practice opportunities with BTEC guidelines, key definitions, timed activities and assignments, and topics for class discussion. It is suitable for both classroom and individual study. Buy it from

All content copyright © 2007 - 2013