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Marketing N5

MMN5Contents

Module 1

Product and Service Policy

Page 3

Unit 1.1

The nature of product policy

3

 

Components of a Product Concept

6

 

The Nature of Product Supply

9

Unit 1.2

The classification of products and services

16

 

Classifying Consumer Goods

16

 

Industrial Products

23

 

Commercial Services

31

Unit 1.3

The development of new products and services

35

 

The importance of new products

35

 

The new product matrix for product development

41

 

Phase in New Product Development

44

Unit 1.4

The product life cycle

53

Unit 1.5

Product Strategies

62

Unit 1.6

Branding

69

 

Brand Acceptance

75

Unit 1.7

Packaging and labelling

80

 

Labelling

86

 

Bar Coding

88

 

Summary

94

 

Glossary

95

 

Summative Assessment

Page 98

     

Module 2

Place (Distribution Policy)

Page 103

Unit 2.1

The Importance of Distribution Decisions

105

Unit 2.2

The importance of intermediaries in marketing

106

 

Justifying the use of intermediaries

108

 

Creating Consumer Satisfaction

110

 

Types of Intermediaries and Sales Agents

111

Unit 2.3

Distribution channel

113

Unit 2.4

Behavior patterns in the distribution channel

116

 

Conflict in the Channel

117

Unit 2.5

Distribution planning

125

 

Factors Determining the Channel Length

126

 

Intensity of Distribution

129

 

Choice of Intermediaries and Composition

134

Unit 2.6

The role of the wholesaler

137

 

Types of wholesalers

139

Unit 2.7

The role of the retailer

145

 

Types of Retailers

150

 

Retail Management

156

Unit 2.8

Physical distribution

161

 

Technological advances in physical distribution

165

 

Summay

171

 

Glossary

173

 

Summative Assessment

175

     

Module 3

Price Policy

Page 180

Unit 3.1

The nature and importance of price

181

 

Price Process

183

Unit 3.2

The development of a price strategy

185

 

Analysis of internal and external environment

185

Unit 3.3

Price Objectives

192

 

Profit Orientated Objectives

193

 

Sales Volume Orientated Objectives

193

 

Status Quo Oriented Objectives

194

  Other Price Objectives 194
 

Loyalty and rewards programs

195

Unit 3.4

Determination of basic price

201

 

Methods used to determine Target Price

201

 

Methods used to determine Market Price

204

Unit 3.5

Adjustments to the basic price

207

 

One price versus variable price

208

 

Discounts and allowances

209

 

Price differentials based on geographical location

213

 

Pricing based on product life cycle

216

 

Special price strategies

218

 

Price determination in a changing economy

220

Unit 3.6

Price control

225

 

Summary

230

 

Glossary

231

 

Summative Assessment

233

     

Module 4

Promotion Policy

Page 237

Unit 4.1

The nature and importance of a promotion strategy

239

Unit 4.2

The communication process in marketing

243

 

Marketing and Communication

246

Unit 4.3

Promotional Objectives

238

Unit 4.4

The Promotional Mix

243

 

Factors influencing the Promotional Mix

245

Unit 4.5

Advertising and advertising management

250

 

Advertising Media

250

 

Allocation of Funds for Advertising

261

 

Advertising Campaign

264

 

Summary

269

 

Glossary

272

 

Summative Assessment

274

     

Module 5

Marketing Plan & Create Own Online Presence

Page 279

Quotes and Orders