Syllabus

Introduction


Objectives

 

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


Advertising


Sales promotion


Personal selling

 

Section 7: Physical Evidence, Participants and Process


Physical evidence, personnel and process

 

Summary

 

Tutor-marked Question Paper

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