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Every business has a different marketing mix. Each business has its own priorities, aims and objectives, so each business creates its own marketing mix to help it achieve these. Often, the size of the business has a major impact on the decisions it makes about its marketing mix.

Small businesses

• Product - small businesses usually have a small range of products or they may offer one service. Often, a small business chooses to specialise in what it offers, such as a sportswear shop, web developer or electrician. Exceptions include shops such as newsagents, which require a lot of different products to operate effectively.
• Price - small businesses often charge higher average prices for their products, because they are not able to benefit from economies of scale. They may have to purchase raw materials at higher prices than large businesses. The business environment, competitors and the level of demand may impact the price of a product, and small businesses may be more easily affected by these factors than large businesses.
• Place - small businesses are likely to have a small shop on a high street or in a market, or they may choose to operate through a website. Often, small businesses benefit from smaller distribution channels to ensure they can remain competitive on price with other businesses.
• Promotion - small businesses often require only a relatively small amount of promotion. Often their target market is small, and offline businesses tend to attract local customers. Small businesses usually rely on cheaper forms of advertising, such as leaflets, local newspapers, social media and emails.

Large businesses

• Product - large businesses often have many products and services within their product portfolio. Large businesses may have their own branded products and a range of other brands available. This provides customers with a large variety of choice when purchasing.
• Price - large businesses are usually able to benefit from economies of scale, eg by buying raw materials in bulk. The larger the order they place with a supplier, the cheaper the price per item. Large businesses are often able to pass on this saving to customers and sell products for less, meaning they are able to be more attractive to customers.
• Place - large businesses often operate both online and offline, which means they benefit from having the largest target market possible. Large businesses also have more choice over their methods of distribution. For example, they might make deals directly with suppliers rather than using a wholesaler to purchase products.
• Promotion - large businesses often have more money to spend on promotion. They may use a wide range of promotional methods such as television adverts, national newspaper adverts, radio adverts, social media adverts, online videos, email, banner adverts and competitions.