Month: November 2021

SERVICE MARKETING Service refers to any act/performance that one party offers to another that is essentially intangible and does not result in the ownership of anything. SPECIAL CHARACTERISTICS OF SERVICES. Intangibility-services can not be seen, tasted, felt, heard or smelt. Read More …

CUSTOMER CARE This refers to activity of  looking after customers and  helping them with complaints and problems. It involves provision of service before and after purchase. Customer care is also a third party provider that takes customers calls, answers their Read More …

DIRECT MARKETING This are direct communications with carefully  targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships the new direct marketing models include: advances in direct marketing include emergence of catalog companies, direct mailers and telemarketers. Read More …

ASPECTS OF PERSONAL SELLING. Professionalism-this involves training sales people to the selling process the steps to effective selling include; Prospecting and qualifying-the company will find the leads by examining data sources such as newspaper and directories, organizing trade shows, using Read More …

FACTORS/CRITERIA TO CONSIDER IN SELECTING THE MOST APPROPRIATE MEDIA FOR ADVERTISING Cost element-refers to amount of money to be spent in advertising. select the most cost effective media. Frequency-this is the number of times the public will hear a single Read More …

PROMOTION/INTEGRATED MARKETING/COMMUNICATION MIX. Promotion is a function of marketing mix and is a technique used in creating awareness on the company’s product as well as the company itself. ELEMENTS OF PROMOTION. 1.ADVERTISING. This is any paid form of non-personal presentation Read More …

FACTORS TO BE CONSIDERED WHEN SELECTING A DISTRIBUTION CHANNEL Customer characteristics-this include type of customer, geographic dispersion  of buyers ie location to manufacturers, customer buying habits and the outlets they purchase from. Product characteristics-this includes perishability, product usage(industrial-direct or household-indirect). Read More …

PLACE/DISTRIBUTION/TRANSPORTATION CHANNELS OF DISTRIBUTION A channel of distribution is the route or path followed by a product as it moves from the producer to the consumer/final user. TYPES OF DISTRIBUTION CHANNELS USED. They are mainly classified into two main categories Read More …

METHODS OF PRICING/DETERMINING PRICE LEVELS Cost-based pricing. Mark-up pricing-this involves adding a standard markup to the product cost .markups  are higher on seasonal items, slower moving items and items with high sewerage and handling costs a high mark up however Read More …

PRICE /PRICING This is the amount of money charged for a good or service, This is the sum of value consumers exchange for the benefit of having or using a good or service. This is the market value of a Read More …