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 [...]
In this article we will discuss about the substitutability of market in relation to market segments. Marketing comprises the following three major activities: 1. The assessment and examination of market for existing products or those under, consideration for development. The collection of accurate market intelligence is essential for effective business forecasting and production planning. It also influences design and packaging, [...]