Distribution function $$ what are the different functions that can be served by

middlemen?

$$ Channel Structure $-$ channel for consumer goods $($direct vs$.$ indirect$),$ distribution

channels $($hybrids or dual$),$ reverse channels, channels for B$2$B exchanges

$$ Managing Channels of Distribution, channel conflict.

$$ Market coverage strategies $-$ Exclusive distribution, selective distribution,

intensive distribution

Chapter $15$

$$ Goals of marketing communications $($or Promotion$)$

$$ Understanding Marketing Communications $-$ the communications process $($deals

with source, encoding, receiver, decoding, message, medium, feedback$),$ the

AIDA model

$$ Elements of the communications mix $($also called Promotional Mix$)$

$$ Push versus Pull strategy

$$ Different ways to set Marketing Communications Budgets

Chapter $16$

$$ Types of advertising $$ Institutional, Product, Comparative

$$ Reach, Frequency

$$ Sales Promotion $-$ Consumer promotions, Trade promotions $($know the

differences; be able to identify promotions as being either consumer promotion or

trade promotion$)$

$$ Publicity

Chapter $17$

Personal Selling:

$$ Steps in the selling process

Chapters $19($Powerpoint slides$)$

$$ Know different pricing strategies $($Loss leader, etc.$)$

$$ Know terms like Fixed costs, variable costs, total costs

$$ Know how to do breakeven analysis

$$ Know concepts like price elasticity

$.$

Chapter $20($video book videos $1$ and $2$ cover last two topics listed above$)$

$+$

MBTN module on Breakeven Ananlysis