- •В.Е. Приходский
- •Contents
- •Introdiction
- •Market-based pricing
- •Competition-based pricing
- •1. The Principles and Functions of Marketing
- •Introduction: Develop and review a framework for marketing
- •1.1. What is marketing?
- •1.2. The objectives of marketing
- •1.3. Implementing the marketing mix
- •Test Questions
- •Product
- •Personnel
- •2. Market Research
- •Introduction
- •2.1. What is market research?
- •2.2. Sources of marketing information
- •Information requirements
- •Internal sources
- •2.3. Primary research
- •2.4. Market changes
- •Information on sales
- •Test Questions
- •A questionnaire
- •Case Study ‘Sun Rush’
- •4M Brits shrug off gloom in sun rush
- •3. Product
- •Introduction
- •3.1. Kotler’s five ‘levels’ of product benefit Core and basic benefits
- •Expected, augmented and potential benefits
- •Competition of augmented benefits
- •Copeland’s product typology and strategy
- •3.2. The product life cycle Uses of the product life cycle
- •Introduction
- •Figure 3.1. The product life cycle The introduction stage
- •The growth stage
- •The maturity stage
- •The decline stage
- •Criticisms of the product life cycle
- •3.3. New product development The importance of new products
- •Screening
- •Development
- •3.4. Product portfolio theory
- •The bcg matrix
- •Figure 3.2. The Boston Consulting Group matrix
- •A composite portfolio model: the gec matrix
- •Figure 3.3. The gec matrix
- •4. Pricing Decisions and Strategies
- •4.1. The Pricing Decision What determines prices?
- •Factors influencing pricing decisions
- •External factors influencing pricing decisions
- •4.2. Cost-Based Pricing
- •What is break-even analysis?
- •Calculating break-even point
- •Break-even charts
- •‘What if’ analysis
- •The margin of safety
- •Cost-based pricing methods
- •Fixed Cost 200,000
- •Contribution 25
- •Problems with cost-based pricing
- •4.3. Market-Based Pricing Demand based pricing
- •4.4. Competition-Based Pricing
- •4.5. Problems with Demand- and Competition-Based Pricing
- •Test Questions
- •Case Study ‘What Price Promotion?’
- •5. Customer Service and Sales Methods
- •Introduction
- •5.1. ‘The customer is always right’
- •5.2. Placing the product – distribution
- •Indirect distribution via intermediaries
- •5.3. Closing the sale
- •Test Questions
- •Case Study ‘Company Handbook’
- •6. Marketing Communications
- •6.1. Targeting an audience
- •6.2. How to reach a target audience
- •6.3. Marketing communications performance
- •6.4. Guidelines and controls on marketing communications
- •Test Questions
- •Case Study ‘Marketing Communication’
- •References and further reading
Test Questions
A direct sales method that can be used by a producer is
Selling direct to retailers
Placing mail order adverts in magazines
Using persuasive TV advertising
Employing agents to sell products direct to consumers
Duties and responsibilities of sales staff in an organisation are likely to include all of the following except:
Providing product information
After-sales care
Making repairs
Giving refunds
Which of the following is an indirect sales method?
Factory sales
Using wholesalers
Door-to-door selling
Pyramid selling
Questions 4 – 6 share the following answer options
Information
Refund
Product demonstration
Spare parts
Which of the above customer needs could be satisfied by the following customer services?
A technical telephone ‘hotline’
An after-sales service department
Point-of-sale services
Which of the following Acts protects the consumer from false claims made about products?
Sale of Goods Act
Weights and Measures Act
Trademark Act
Trade Descriptions Act
Sales staff may be expected to undertake the following administrative tasks except:
Analysing the results of market research
Processing orders and organising deliveries
Credit clearance and credit control
Prospecting
Which of the following is an indirect method of distribution?
Pyramid selling
Mail order
Agent sales
Telesales
What is distribution, and why is it important?
What is a wholesaler?
Give two advantages to a manufacturer and a retail chain of using a wholesaler
Suggest two reasons why wholesalers are declining in importance
Suggest three needs customers have in making a purchase other than for the products they intend to buy
Suggest and explain three services that sales staff in an organisation will be expected to provide in order to meet the customer requirements you have listed in (A)
How would you evaluate the performance of an organisation and its sales staff in meeting the needs of customers?
Outline two sales communications methods an organisation could use to inform and motivate their sales staff
What is an indirect distribution channel?
Explain the role of a wholesaler retailer, and agent in an indirect distribution channel
Suggest and describe three sales methods a manufacturer could use to distribute products direct to the final consumer
What distribution channel and sales method would you advise the following organisations to use for their products? Give reasons for your recommendations.
A large firm selling industrial lasers to a world-wide market
A small carpet cleaning firm serving a localised market
A manufacturer of frozen foods