In this article we will discuss about:- 1. Sales and Distribution Programme 2. Distribution Channel Structure 3. Vertical Marketing Systems 4. Advertising Programme 5. Types of Advertising Objectives 6. Advertising vs. Promotion. 1. Sales and Distribution Programme: The main elements of a sales and distribution programme are shown in Figure 4: As summarised in Table F, marketers can employ four [...]
In this article we will discuss about the marketing environmental variables and their effect on marketing decisions. The marketing environmental variables include all those factors which are external to a firm and which affect the decision-making process. According to Philip Kotler, marketing environment is constantly spinning out new opportunities and new threats, and the firms find their markets collapsing. Philip [...]
The following points highlight the three major problems associated with marketing channels. The problems are:- 1. Consumers' Needs 2. Choice of Marketing Channels 3. Problems of Distribution Methods. Problem # 1. Consumers' Needs: The consumers in general are scattered and their needs and expectations are varied. They choose to buy their goods from those who serve them best. Here, the [...]