Marketing is primarily concerned with the 4Ps: product, promotion, price and price.

Marketing is primarily concerned with the 4Ps: product, promotion, price and place. These are the elements of the marketing mix that an organisation can control or adjust to influence customer demand and satisfaction. Therefore, option B is the correct answer, as it identifies which of these activities would reflect the business perspective of the Marketing Manager of the IoA. Option A identifies ‘b’ (upgrade the website), ‘d’ (register candidates) and ‘e’ (analyse website activity) as activities that would reflect the business perspective of the Marketing Manager of the IoA. These are incorrect examples of activities that would reflect the business perspective of the Marketing Manager of the IoA, as they are not related to any of the 4Ps. Option B identifies ‘a’ (agree new qualifications), ‘b’ (upgrade the website) and ‘e’ (analyse website activity) as activities that would reflect the business perspective of the Marketing Manager of the IoA. These are correct examples of activities that would reflect the business perspective of the Marketing Manager of the IoA, as they are related to some of the 4Ps. ‘A’ (agree new qualifications) is related to product, as it involves developing and offering new qualifications that meet customer needs and expectations. ‘B’ (upgrade the website) is related to promotion, as it involves improving and communicating the features and benefits of qualifications to potential customers. ‘E’ (analyse website activity) is related to place, as it involves monitoring and evaluating how customers access and purchase qualifications through online channels. Option C identifies ‘a’ (agree new qualifications), ‘c’ (recruit new examiners) and ‘d’ (register candidates) as activities that would reflect the business perspective of the Marketing Manager of the IoA. These are incorrect examples of activities that would reflect the business perspective of the Marketing Manager of the IoA, as ‘c’ (recruit new examiners) is not related to any of the 4Ps. Option D identifies ‘b’ (upgrade the website), ‘c’ (recruit new examiners) and ‘e’ (analyse website activity) as activities that would reflect the business perspective of the Marketing Manager of the IoA. These are incorrect examples of activities that would reflect the business perspective of the Marketing Manager of the IoA, as ‘c’ (recruit new examiners) is not related to any of the 4Ps.

References: BCS Practitioner Certificate in BAP Specimen, page 39.