Category: principles and practices of marketing

Cost element-refers to amount of money to be spent in advertising. Select the most cost effective media. Frequency-this is the number of times the public will hear a single advert. The higher the frequency the better the impression created. Impact-this Read More …

1) Television Advantages It is usually very attractive and entertaining, hence difficult to ignore. It appeals to both the literate and illiterate and is viewed by all irrespective of age, gender etc. The combination of visual and audio effects and Read More …

Used to inform consumers about a new product or an existing product by mentioning the features of the product. Used to persuade consumers to purchase a particular brand where such a brand is believed to be offering quality for the Read More …

Promotion is a function of marketing mix and is a technique used in creating awareness on the company’s product as well as the company itself. ELEMENTS OF PROMOTION ADVERTISING This is any paid form of non-personal presentation of ideas (goods Read More …

These are activities that support the physical distribution of goods and they include; Warehousing – This is performance of administrative and physical functions associated with storage of goods and materials. The functions include receiving-identification-inspection-storage of goods for issue to production Read More …

Intensities of distribution involve determining the number of intermediaries that will be used at each level and includes: i) Intensive Distribution This is the strategy whereby a product is distributed by as many outlets as possible. This is used for Read More …

E-commerce /it have improved distribution system and enhanced communication among members. It involves use of computers, mobile phones, internet, electronic payments e.g. Mpesa etc. Use of mobile phones and emails helps channel members to communicate in fast manner on issues Read More …

Contacting function – This involves being link between the producer and the consumer. Market feedback (communication) – They relay information to consumers about the product and collect feedback from the customers to the manufactures. Breaking the bulk – This is Read More …

Wholesaler refer to a firm engaged primarily in wholesaling activity, while wholesaling refers to all the activities involved in selling goods and services to those buying for resale/business use. Functions of Wholesaling Selling and promoting Buying and assortment (a group Read More …

This refers to all activities involved in selling goods or services directly to final consumers for their personal, non-business use. Retailer-Business whose sales come primarily from retailing DESCRIBE WAYS IN WHICH ADVANCES IN TECHNOLOGY HAVE ENHANCED THE LEVEL OF CUSTOMERS Read More …