Business Function --> Marketing 2b

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  • Business Functions --> Marketing 2b
    • Elements of the promotional mix
      • Sales of promotion
      • Sponsorship
      • Direct selling
      • Branding
      • Advertising
      • Merchandising
    • Aims of promotion
      • Attention
      • Interest
      • Desire
      • Action
    • Below the line promotion
      • Its targeted at specific potential customers e.g. selling, promotions
    • Above the line promotion
      • Promotion through the mass media to a wide adverse e.g. tv, radio, magazine
    • Promotion methods
      • TV advertising
      • Sponsorship
      • Leaflets
      • Billboards
      • Social media
    • What factors influence the method of distribution
      • Size of retailer
      • Technology
      • Cost
      • Geography of market
      • Complexity of market
      • Degree of control desired
      • Type of product
    • Intermediaries key functions
      • Wholesales
        • Storing goods: retailers restrained by space
        • Breaking bulk: taking huge quantities from producers and breaking them into smaller quantities to sell to retailers
      • Retailers
        • Breaking bulk
        • Storing goods: retailers restrained by space
      • Agents
        • The link between producer and buyer

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