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PRICING AND DISTRIBUTION MANAGEMENTByte size learning skills course of 1 comprehensive
session
In
this course, we look at the price and place elements of the marketing mix.
Pricing is a key ingredient of the marketing mix and one that creates
revenue. We look at three ways of deciding pricing levels in the
market and show the importance of a marketing-orientated approach.
Generally, price is a controllable variable in the mix. In the UK, there
are new challenges to marketers with the introduction of the euro as a
base currency for business to business dealings in Europe.
You will need to read Chapters 10 and 15.
of
Principles and Practice of Marketing, David Jobber, second
edition, Maidenhead: McGraw-Hill (1998).
By the end of this course you will be able to:
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appreciate
the role of pricing in the marketing mix
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differentiate
between key approaches to pricing products, and evaluate their
relative strengths and weaknesses in given situations
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distinguish
between strategic and tactical pricing situations
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recognise
the factors which lead to price-based competition
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appreciate
the challenges to European marketers of the introduction of the euro
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explain
the strategic and tactical importance of distribution management
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distinguish
between direct and indirect distribution systems
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identify
key changes in the distribution environment
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select
appropriate distribution channels for given products and services.
Course Content
Introduction
Objectives
Key issues
Why is price important?Pricing methods
Impact of the
Euro on price
Why is place
important?
Summary
Tutor-marked Question Paper
Qualification:
Certificate of Completion in Pricing and Distribution Management
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