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4.4 Market Research, 3.1 Introduction to finance
3.2 Sources of Finance,…
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4.5 The Marketing Mix
Product
Classifications of products
- Fast-moving consumer goods (FMCG)
- Consumer durables
- Consumer perishables
- Specialty products
Branding
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Brand loyalty
- After sales service
- Warranty
- Trade in offers
- Membership discounts
- Membership coupons
- Referrals
- Pre-sales (for discount purposes)
- Product ecosystems
- Marketing
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Product Life Cycle
- Research and Development
- Launch / Introduction
- Growth
- Maturity
- Decline
Place
Channels of distribution
Zero level channel
- Telemarketing
- E-commerce
- Mail order
- Vending machines
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Factors affecting distribution strategy
- Type of product
- The market
- Control
- Legal constraints
- Reputation of intermediaries
Promotion
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Promotion types
Through the line promotion
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Below the line promotion
- Sales promotion
- Loyalty programs
- Point of sales Merchandising
- Word of mouth
- Publicity
- Public relations
- Direct marketing
- Sponsorship
- Branding
Price
Pricing strategies
- Cost-plus pricing
- Penetration pricing
- Loss leader
- Predatory pricing
- Premium pricing
- Dynamic pricing
- Contribution pricing
- Competitive pricing
- Pricing above competition
- Pricing at the same level as competition
- Pricing below competition
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