This is the largest section of 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

Click the hyperlinks below to access other resources to support students with this (large) component of the syllabus:

• Unit 4.5 - True or False Quiz 

• Unit 4.5 - Glossary of key terms