Association of Chartered Certified Accountants (ACCA) Certification Practice Test

Which of the following is NOT part of the traditional marketing mix?

1. Promotion

2. Place

3. People

4. Price

The correct answer is: People

The traditional marketing mix typically consists of four primary elements known as the 4 Ps: Product, Price, Place, and Promotion. These elements are essential for developing a marketing strategy, allowing businesses to effectively deliver their product or service to consumers. In this context, "People" is not included in the original 4 Ps framework. While "People" is important in broader marketing concepts, especially in service marketing where customer contact is crucial, it does not form part of the classic marketing mix. The focus of the traditional marketing mix is more on the tangible elements and strategies surrounding the product itself, rather than the people involved in the process. Understanding this distinction matters because businesses may adapt or expand their strategies to include elements such as "People" when operating within different marketing conditions or contexts, such as services or customer relationship management.