PERSONAL SELLING AND SALES PROMOTION

INTRODUCTION In contrast to advertising and publicity, which use impersonal methods of communication, personal selling makes use of direct personal communications to influence the target customers. Personal selling is a highly distinctive method of promotion, and makes use of oral presentation in conversation with existing and potential customers, for the purpose of making a sale….

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MARKETING COMMUNICATION

INTRODUCTION The word ‘communication’ is based on the Latin word meaning ‘common’. Thus, the term communication has come to mean sharing something of common use. In marketing, communication has a very important place. It is that function of marketing which is charged with the task of informing the target customer about the nature and type…

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ADVERTISING AND PUBLICITY

 INTRODUCTION In modern times advertising prevails in all walks of life. It has acquired the distinction of being the most visible and glamorous method of marketing communication. You would recall that advertising was defined as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Some of the…

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LABELLING

 INTRODUCTION Research is ongoing on the development of new products and improvement on the existing ones. These products are sold across the world in different markets to various classes of consumers by different companies. These companies have to differentiate their products from other competitors’ products in the market. Companies differentiate their products by labelling differently….

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BRANDING

 INTRODUCTION In developing a marketing strategy for individual products, the seller has to confront the branding decision. Branding is a major issue in product strategy. For instance, developing a branded product requires a great deal of long-term investment spending especially for advertising, promotion and packaging. Many brand oriented companies subcontract manufacturing to other companies. For…

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PACKAGING

 INTRODUCTION The demand of some products these days is a function of its packaging. Some products are highly demanded by consumers, not because of their performance, but due to their attractive packages. Nowadays, consumers want self-service with minimum time wastage. Packaging is one of the marketing tools that marketing executives use to attract, to promote…

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CHANNELS OF DISTRIBUTION

 INTRODUCTION Placing goods and services where they are required and when they are wanted is the area of concern of this unit. Marketing channel decisions are among the most important decisions that management faces. A company’s channel decision directly affects every other marketing decision. For example, the company’s pricing depends on whether it uses mass…

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INTRODUCTION TO MARKETING

1.0 INTRODUCTION In this course, we are principally concerned with management and exchange and the process between a firm and its customers. A firm offers a product or a service to the potential customer who has a need for it. The marketing process matches the firm’s offer and the customer’s need in such a way…

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