Section 1: The Marketing Mix

What is the marketing mix?

Variables of the marketing mix

Strategy and tactics

Market selection strategies

Section 2: Products and Services

What is a product?

Types of products

Characteristics of services


Section 3: Product Mix

What is a product mix?

Product life cycle and strategies

Price/promotion strategies for a new product

Diffusion of innovation


Section 4: Pricing

Price setting

Factors affecting price


Section 5: Distribution

Distribution channels

Distribution objectives

Costs of distribution


Section 6: Promotion

The promotional tools

Public relations


Sales promotion

Personal selling


Section 7: Physical Evidence, Participants and Process

Physical evidence, personnel and process




Tutor-marked Question Paper

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