Module 12: Distributing and Promoting Products and Services
Section outline
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This module continues to reveal the role of marketing, starting with a discussion of the distribution system and concluding with a look at traditional and nontraditional marketing channels. It explores how organizations use a distribution system to enhance the value of a product and examines the methods used to move products to locations where consumers wish to buy them. Distribution is also known as “place” in terms of the 5Ps, key components of the marketing mix. It is important to have an understanding of the members of a distribution system and to explore the role of wholesalers and retailers in delivering products to customers. In addition to understanding how the supply chain works to increase efficiency and customer satisfaction, marketers must also develop tactics for promotion, the last element of the marketing mix. Promotion is comprised of six parts, which include traditional advertising, sales promotion, personal selling, public relations, social media, and e-commerce.
Upon completion of this module, you will be able to:- Describe the nature and function of distribution (place).
- Discuss what is wholesaling, and what are the types of wholesalers.
- Compare and contrast the different kinds of retail operations.
- Illustrate how supply-chain management can increase efficiency and customer satisfaction.
- Discuss what is promotion, and describe the key elements of a promotional mix.
- Explain how advertising media are selected.
- Explain what is personal selling.
- List the goals of a sales promotion, and compare several types of sales promotion.
- Demonstrate how public relations fits into the promotional mix.
- Explain social media and how it has changed promotion.
- Describe e-commerce and how it affects promotion.
The objectives of this module correspond with the following course outcome(s):- Identify the basic components of the marketing mix: Product, Place, Price, and Promotion.
- Explain accounting and financial management including planning, budgeting, resource allocation, and sources of funding.
- Describe the ethical, regulatory, and social environments of business.
To achieve these objectives:
- Read the Module 12 Introduction
- Read and view the materials in the Module 12 Pressbooks book
- Complete the Module 12 quiz.
- Complete the Module 12 Ethics Activity.
- Compete the Module 12 Critical Thinking Case Group Assignment.
Module Pressbooks Resources and Activities
You will find the following resources and activities in this module at the Pressbooks website. Click on the links below to access or complete each item.
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Students mustMark as done
This is a 25 question multiple choice and true / false test. It is worth 25 point and is based on your reading of the textbook. While you may return to previous questions before submitting your completed quiz, you will only be allowed to take and submit the exam once. Once you complete all 25 question, you will submit the quiz.
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