Marketing, Commercial Distribution, and Sales Force

TEACHING UNIT 1. THE PRODUCT AS A COMMERCIAL VARIABLE

1. The product is the cornerstone of the marketing strategy.
2. Product Categories.
3. Product Life Cycle.
4. Brand, container, labeling, and packaging.

TEACHING UNIT 2. PRICES

1. Concept of price.
2. Tools for setting a product's price.
3. Strategies for capitalizing on different market situations at the right time.

TEACHING UNIT 3. THE DISTRIBUTION SYSTEM. MARKETING CHANNELS

1. The Role of Distribution in the Marketing Process.
2. Utility environments in the commercial distribution.
3. Commercial distribution as a system.
4. Components of the commercial distribution system.
5. Distribution Channels and Commercial Distribution.

TEACHING UNIT 4. COMMERCIAL DISTRIBUTION INTERMEDIARIES

1. Types of Commercial Distribution Agents.
2. Types of Existing Establishments.
3. Forms of retail trade conducted without a physical storefront.
4. Forms of commercial distribution resulting from commercial associations.

TEACHING UNIT 5. COMMUNICATION AND PROMOTION: ADVERTISING

1. Communication as a marketing variable.
2. Decision-making in business communications, both mass and personal.
3. Stages of Effective Advertising Campaigns.
4. Sales Promotion and the Tools Used.
5. Public Relations and Institutional Communication.

TEACHING UNIT 6. SALES FORCE

1. Sales Team Structure.
2. Factors in a sales plan.
3. Techniques and practices for organizing and managing the sales force.
4. Principles of personal selling and their application in various markets and situations.