Functional Aspects Of Retail Marketing – Pret03-C

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Prof MC Cant

Study Units

  1. The basic nature of marketing
  2. Marketing decisions and planning by the retailer
  3. Retail product decisions
  4. Retail distribution management
  5. Retail pricing decisions
  6. Marketing communication by the retailer
  7. Retail personal selling decisions
  8. Customer assistance

LEARNING OUTCOMES

Study units 1 to 8 include the following main aspects.

1 The basic nature of marketing

Study Unit 1: The learning objective of this study unit is to enable you to get acquainted with the

following basic aspects of the nature of marketing:

  • The ways in which marketing can bridge the gaps between manufacturer and
  • The basic activities performed by marketing in bridging the gaps.
  • The principles of the marketing concept.
  • Relationship marketing.

2 Marketing decisions and planning by the retailer

Study Unit 2: The learning objective of this study unit is to get acquainted with the basic retail marketing decision areas and how to plan these decisions formally.

3 Retail product decisions

Study Unit 3: The learning objective of this study unit is to introduce you to the basic principles involved in decisions regarding the composition of the product offering of the retailer.

4 Retail distribution management

Study Unit 4: The learning objective of this study unit is to get acquainted the retailers’ role in the distribution of products from manufacturers to final consumers.

5 Retail pricing decisions

Study Unit 5: The learning objective of this study unit is to understand the principles and the variety of the pricing decisions available to the retailer.

6 Marketing communication by the retailer

Study Unit 6: The learning objectives of this study unit is to get acquainted with the following:

  • The meaning of marketing communication and the marketing communication
  • The setting of marketing communication objectives.
  • The composition of the marketing communication budget.
  • The management of the advertising campaign.
  • The meaning, objectives and techniques of sales promotion.
  • The meaning, advantages and obtaining of publicity.

7 Retail personal selling decisions

Study Unit 7: The learning objectives of study unit 7 are to get acquainted with the following aspects:

  • The nature of the interpersonal communication process.
  • The skills required of a sales representative.
  • The types of selling situations.
  • The personal selling process.
  • The different selling approaches.
  • Methods for improving the sales performance of sales representatives.
  • The management of sales people.

8 Customer assistance

Study Unit 8: The learning objectives of study unit 8 are:

  • To understand the importance of customer service.
  • To get acquainted with the basis of customer service

Course Features

  • Lectures 0
  • Quizzes 0
  • Duration 50 hours
  • Skill level All levels
  • Language English
  • Students 0
  • Assessments Yes
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