Marketing N5
Contents
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 |