There are 10 lessons:

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
• Independent intermediaries
• Manufacture owned intermediaries
• Agricultural marketing legislation 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
• The Marketing Mix

9. 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

Please Note:  Each lesson culminates in an assignment which is submitted to ADL, marked by ADL’s tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Learning Goals: Marketing Systems BBS303

• 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.

Wholesale Systems and Strategies

WHOLESALING
Wholesaling involves selling products to retailers who then sell on to the end users (the public). Primary production and manufacturing industries (or their agents) commonly sell products on a wholesale basis.

Wholesaling strategies would need to be decided upon depending on the business’s strategy and this would depend upon the consumers, the brand identity, competitors and price as to how you decide to approach wholesale systems. Costs, efficiency’s and the size of the target audience is also another consideration toconsider here.

Producers of goods in many industries commonly sell their products at a discounted price to retailers using the following strategies:

Self marketing
If a business is large (or profitable) enough, or an industry appropriately structured, the producer may retail their own products. For example, wholesale plant nurseries frequently sell their plants direct to the retail nurseries. These might be sold from the back of a truck calling on retail nurseries, or perhaps by taking orders over the phone off a catalogue.

Given that many manufacturers can now have online stores without requiring a bricks and mortar shopfront, this has given many them the opportunity to sell their products directly to consumers via their website. Some may have an online store on their website as well as sell their products to other wholesalers or retailers for selling on.

Cooperatives
This generally involves a number of different businesses joining together to form a joint marketing effort. In many farming areas, for instance, a number of individual farmers may form a cooperative. The cooperative may be able to afford to develop and operate a processing or packaging facility, which would not be viable for a farmer to do alone. Each of the participating farmers will perhaps own shares in the operation.

Agencies
Agencies operate in many different industries with the sole purpose of marketing products produced by other businesses.

Examples include:
• Farmers who send their produce to a central market which is frequented by buyers. Agents maintain permanent offices or stalls in those markets from which they represent and sell produce for their clients, the farmers, collecting a fee (commonly a percentage).
• Book distribution agencies that specialise in supplying books from the publisher to the retail outlets such as bookshops and newsagencies. The books are generally supplied to the distributor on a consignment basis. The distributor then sells the books to retailers on a sale or return basis.

Regulated Systems Government departments, statutory authorities and other agencies have been established in different industries in various countries, with the role of controlling the marketing of particular products. Examples include:  the Department of Trade, the American Sheep Industry Association and the Australian Wheat Board.

WHOLESALESALING INTERMEDIARIES
Wholesaling intermediaries are firms that handle the distribution of products from the manufacturer to the retailer or business user. Wholesaling intermediaries can be independent or owned by the manufacturers.

Independent Intermediaries
Independent intermediaries are not owned or controlled by any manufacturer. They do business with many different manufacturers and customers. Both merchant wholesalers and merchant brokers are examples of independent intermediaries.

Merchant wholesalers buy goods from manufacturers and sell them to retailers. Because they purchase the goods, they become the legal owners of the goods (i.e. they take ‘title’ to them), which means they can set their own prices and develop their own marketing strategies for those goods. Taking title carries risks though: the merchant wholesaler may suffer losses if the goods don’t sell, or are stolen, or damaged, or become obsolete or out-of-date.

The services provided by merchant wholesalers include delivery, credit, repairs and marketing assistance. Many merchant wholesalers have their own sales force that visit businesses and maintain product displays. Some merchant wholesalers provide a more limited service, although they still take title to the goods.

Examples of limited merchandising wholesalers include the following:

• Mail order wholesalers – sell products to small retailers through catalogues or the internet, rather than a sales force. Payment is by cash or credit prior to delivery. Often used by small businesses in remote areas.

• Cash-and-carry wholesalers – provide low-cost goods to small retailers. The retailer pays cash directly at the wholesaler’s premises and organises delivery of their purchases.

• Truck jobbers – deliver goods to small businesses for their inspection. Often used to sell perishable goods such as bread, fruit, vegetables and plants.
Merchant agents and brokers provide services in exchange for commissions. They do not take title to the product, although they may take possession for a short time. Agents tend to represent buyers or sellers on an ongoing basis, while brokers are engaged for a short period.

Types of merchant agents include the following:

• Manufacturers’ agents (reps) – are independent salespeople contracted by manufacturers to sell products. Agents generally carry a range of lines of non-competing products, for which they receive a percentage when they make a sale. Their contract with the manufacturer specifies such things as selling prices and sales territory.

• Selling agents – salespeople who market a whole product line or the manufacturer’s entire stock. Selling agents have unlimited territories and control over the distribution, pricing and promotion of the products. Includes import/export agents working in the furniture, textiles and clothing industries.

• Commission merchants – sales agents generally selling agricultural products on consignment. The seller may specify a minimum price, but the agent is free to sell for the highest price they can get, and they receive a commission on the sales price.

• Merchant brokers – intermediaries that identify and bring sellers and buyers together in return for a fee when the transaction is completed. Generally, brokers work in markets with lots of small buyers and sellers such as real estate and used equipment.

FREQUENTLY ASKED QUESTIONS

Here is a list of the most often asked FAQ’s.

General

Q. Why should I enrol with the Academy for Distance Learning?
A. Here at ADL, our students are our priority – we treat everyone as a unique individual.

Q. Do I need to buy text books?
A. No, as each module has been written by highly qualified industry professionals. The content of the material is presented in such a way that text books are not required. However, if you require additional reading your tutor will be able to supply a list.

Q. What happens if I have to stop studying for a while? (eg. become sick, go on holidays, have a baby, move house, etc)
A. It’s OK to take a break and start up your study at a later point in time. Just let us know.

Q. Is there an age limit?
A. There is no maximum age limit. We do however, have a minimum age limit of 18 years. Below that age parental consent would be required.

Q. Are your courses up-to date?
A. Our courses are revised and updated on a rotation system.

Q. Do you have a Cancellation policy?
A. Yes. We have a cancellation policy that is fair and equitable. For further details please click here.

Q. Will I have any opportunity to engage with other students?
A. We have a Student Community group based on facebook! If you don’t have a facebook account already, you could make one just for talking with fellow students on the group.

Enrolment

Q. When can I enrol/start?
A. You may enrol and start at any time of the year – it’s all self- paced.

Q. Can I study from anywhere in the world?
A. Our courses are available to anyone, anywhere in the world from the comfort of your own home. The course content is relevant to any country, culture or economy.

Q. How long do I have to complete the course?
A. You complete the course at any time that is convenient for you.

Q. Completing a 100 hour module – how long will it take?
A. For some students a 100 hour module will take approximately to 3- 6 months to complete. Others take less time and some even longer.

Assessment

Q. Assessment – how does it work?
A. For each 100 hour module you are assessed by assignments (at the end of each lesson) and a final one and a half hour exam (or you may elect to complete a Project, instead of sitting the exam) – the choice is yours – you sit for the exam in your own location.

Q. I don’t cope well with exams – what can I do?
A. You may elect to undertake a Project (set by your tutor) instead of sitting the exam. Projects are completed from your home and can usually take a couple of weeks to complete.

Q. If my assignment is not up to standard is there an opportunity to resubmit my work?
A. Yes –

Q. How many assignments do I need to complete for each module?
A. At the end of each lesson, there is an assignment – so if a course has say, 10 lessons, there would be 10 assignments.

Q. I am having difficulty attending workshops/industry meetings, what can be done?
A. If your course requires attendance at workshops, conferences, or industry meetings; alternative arrangements can be made in your country.

Qualifications

Q. What qualification will I receive?
A. For individual modules, you would be awarded a Certificate endorsed by TQUK (Training Qualifications, UK), providing you complete all assignments and the exam. If you just want to complete only the assignments and not sit for the exam or finish a Project, then a Letter of Achievement would be awarded. For more details on qualifications available please click here.

Q. Can I customize my diploma/higher qualification?
A. Not all educational institution’s certificates /diplomas meet everyone’s needs. The opportunity to Design Your Own Diploma at the Academy (subject to our approval) is an added bonus, not found at other colleges. You choose modules that you think will help you in achieving your goal.

Q. What do I get when I complete the course? Will I receive a transcript?
A. At the completion of all courses and providing all assignments and exam requirements have been met, you will receive your Award and a Transcript.

Tutors

Q. Our tutors – who are they?
A. We appoint Tutors and require that they must be currently active in their industry, with at least 5 years’ experience in their chosen profession.

Q. Can I contact my tutor at any time?
A. Yes – you have unlimited access to your tutor via email through our Online Classroom. You can always leave a message with ADL requesting your tutor to contact you. You decide on how much or how little contact you wish to have.

Q. Practical work – How is this done?
A. To find out more about this part of the course please visit the section on How Our Courses Work here.