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Understanding 4 Ps– Product Price Place and Promotion.
Elements of Marketing Mix, stages of Product life-cycle, pricing strategies such as
skimming, penetration, parity, cost plus, place – types of distribution channels, promotional
strategies, concept of advertising, direct selling, publicity. (d) Advertising and brand promotion.
Definition, features, advantages, disadvantages and types of advertising. Media
used for advertising: meaning and examples only; Meaning and advantages of sales
promotion; definition of brand, branding, brand promotion, brand loyalty and brand equity; how to bring about brand promotion, advantages of branding, difference between Advertising and sales
Promotion, Advertising and Publicity.
(e) Sales and the selling process; qualities of a good salesman.
Sales and the selling process including the difference between marketing and sales;
Methods of selling, features of personal selling;
Advertising and Personal selling,
qualities of a good salesman.