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Business Revision ­ Marketing

Marketing Objectives: there are 4 types of marketing objectives:
Product differentiation .
Growth objectives.
Continuity objectives.
Innovation Objectives.

Examples of typical marketing objectives:
Target a new market.
Increase market share.
Improve customer perception of a product range.
Maintain market share.
Reposition a brand.

Market Analysis.

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Channels of distribution.

Short channel routes ­ These are routes where the supplier reaches the
consumer either directly or through a retailer.
Long channel routes ­ These are routes where there is an intermediary
between the producer and the eventual consumers.

Direct marketing.
Public relations.
Sales Promotions.


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