Topic 2 | Marketing
Sub topic 4: Marketing strategies
Lesson 1 | Market segmentation and products
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market segmentation, product/service differentiation and positioning
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products – goods and/or services
– branding
– packaging
Lesson 2 | Price
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price including pricing methods – cost, market, competition-based
– pricing strategies – skimming, penetration, loss leaders, price points
– price and quality interaction
Lesson 3 | Promotion and place/distribution
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promotion
– elements of the promotion mix – advertising, personal selling and relationship marketing, sales promotions, publicity and public relations
– the communication process – opinion leaders, word of mouth -
place/distribution
– distribution channels
– channel choice – intensive, selective, exclusive
– physical distribution issues – transport, warehousing, inventory
Lesson 4 | E-marketing and global marketing opportunities
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people, processes and physical evidence
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e-marketing
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global marketing
– global branding
– standardisation
– customisation
– global pricing
– competitive positioning
