4.5. The 4Ps (Product; Promotion; Price and Place)

• The product life cycle
• The relationship between the product life cycle and the marketing mix
• Extension strategies
• The relationship between the product life cycle, investment, profit and cash flow
• Boston Consulting Group (BCG) matrix on an organization’s products
• The following aspects of branding: awareness, development, loyalty and value
• The importance of branding
• The importance of packaging

Triple A Learning - Product

Price

• The appropriateness of the following pricing strategies: cost-plus (mark-up), penetration, skimming, psychological, loss-leader, price discrimination, price skimming and price leadership

Triple A Learning - Price

Promotion

• The following aspects of promotion: above-the-line promotion, below-the-line promotion & promotional mix
• The impact of changing technology on promotional strategies (such as viral marketing, social media marketing and social networking)
• Guerrilla marketing and its effectiveness as a promotional method

Triple A Learning - Promotion

Place

• The importance of place in the marketing mix
• The effectiveness of different types of distribution channels

Triple A Learning - Place