Marketing Systems

STUDY MARKETING SYSTEMS ONLINE

There are endless options of how a product or service can be marketed. These different ways of marketing are sometimes put into categories, or classifications, which share common features (ie. "marketing systems”).

Such classifications might be based upon the way in which one aspect of the marketing process is handled, or it may be based upon a type of product or service; for example, marketing books or marketing through mail order advertisements; or alternatively through retail shops.

Withing a marketing system, there are components and each component might be handled any number of different ways.

For example:

The way in which a product is branded might be lavish and expensive in order to appeal to a high end buyer, or cheap and simple so that it appeals to a more price conscious buyer. The way in which a product is distributed might be via retail stores, or perhaps though party plans in a pyramid selling scheme. These are just a couple of sonsiderations that might face a manager who is building up a new marketing system.

This course aims to enlighten you as to the possibilities for marketing; showing you different marketing systems and encouraging a more innovative and creative approach to building a marketing system for any new product or service.

AIMS

• Explain the difference between the consumer market and other markets.
• Draw a chart showing the market channels followed by a product or service.
• Explain the differences between retailing and wholesaling.
• Explain procedures, stages and concepts involved in retail marketing a product.
• Explain the wholesale marketing system of this business.
• Explain the core, tangible and augmented product of a favourite product which you buy and use frequently?
• Suggest alternative ways that products might be packaged and presented in the retail situation.
• Assess the marketing performance of two different companies.
• Decide What preparatory studies should be made of a country before making a decision about whether to export there or not?
• Explain procedures, stages and concepts involved in the marketing internationally of a product.
• Suggest a product or service which you think has potential for marketing in another country.
• Write a report on the marketing profitability of a business.

Lesson Structure

There are 10 lessons in this course:

1. Marketing Systems
   • Innovation
   • What is a marketing system
   • Choosing the right system
   • Types of customers
   • Pure competition
   • Monopolistic competition
   • Oligopoly
   • Monopoly
   • Globalisation
   • Internet marketing: demographics, promotions, targeting internet users
   • Supply systems
2. Retailing Systems and Strategies
   • Types of retail systems: shops, markets, traveling salesmen, pyramid schemes, shows, telephone sales, etc
   • Retail life cycle
   • Factors influencing retail strategy
   • Terminology
3. Wholesale Systems and Strategies
   • Self marketing
   • Cooperatives
   • Agents
   • Regulated systems
   • Independant intermediaries
   • Manucacture owned intermediaries
   • Agricultural marketinglegislation and marketing boards
   • Livestock selling systems -case studies
4. Product Presentation and Packaging
   • Specialist marketing services: packaging, labelling, display, signs, public relations
   • Merchandising
   • Principles to follow when buying
   • Selling: credit or cash?
   • Personal service, mail order or self service?
   • Shop layout
   • Packaging and labelling
   • Branding
5. Negotiation Skills
   • Understanding customers and markets
   • The local environment
   • Personal selling skills
6. Marketing Organisations
   • Distribution enterprises
   • Advertising agents or departments
   • PR enterprises
   • Sales enterprises
   • Marketing tasks : Market research, Merchandising, Promotion, Transport, Records
   • Marketing strategies
   • Diversification
7. International Marketing I
   • Introduction
   • Why enter the international marketplace
   • Alternative ways to trade internationally
   • Degrees of export marketing
   • Pitfalls
   • Significance of the internet
8. Analyzing the Market Market analysis
   • Trend analysis
   • Market research
   • Analysing the Market
9. The Marketing Mix
   • Marketing mix and checklist
   • Strategic planning
   • Tactical planning
10. International Marketing II
    • What countries
    • Restrictions to international marketing
    • Economic communities
    • Strategies
    • Market entry strategy
    • Implementing a strategy
    • PBL project

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.