MBAE231 - Christ University

Packaging as a marketing tool. Six essentials of packaging: distinction, protection,convenience,transportation costs, immediate association, characteristic.MODULE – IV8 hrs4. Pricing4.1 Pricing objectives.4.2 Pricing methods.Different methods considered, including cost-plus, penetration, skimming, promotion andpricediscrimination.4.3 Definition of price elasticity of demand.MODULE – V6 hrs5. Marketing Communications5.1 The aims of marketing communications (promotion).The AIDA model.5.2 Different types and tools of marketing communications.Definitions and the advantages and disadvantages of using these tools.5.3 The personal selling process.The seven steps of the personal selling process: the opening, need identification andstimulation,presentation, dealing with objections, negotiation, closing the sale and the follow up.MODULE – VI8 hrs6. Distribution (Place)6.1 Different 'chains' or 'channels' of distribution.6.2The functions and types of intermediaries between the manufacturer and consumer.6.3 Criteria for choosing the appropriate channel.6.4 Channel ConflictMODULE – VII4 hrs7. The Marketing Plan7.1 The benefits of planning.7.2 An outline and contents of a marketing plan. Statement of marketing objectives,strategies and tactics, an operating plan, details of resources and financial budgets.MODULE – VIII6 hrs8. International Marketing8.1 Reasons for entering an export market.The global village. Reasons for selling overseas such as profit opportunities, maturity ofthedomestic market, economies of scale and risk spreading.8.2 The major trading blocs.