Page 420 - Cambridge IGCSE Business Studies

IGCSE Business Studies Student CD-ROM

13 Marketing mix: place and promotion

Channels of distribution

Producer

Direct sales Retailer Wholesaler Agent

Final Final
consumer consumer Retailer Wholesaler

Final Retailer
consumer

Final
consumer

Methods of promotion

Newspapers/magazines

Advertising Radio/television
(paid-for communication)

Personal selling
(use of trained sales staff to Internet/social media
communicate directly with customers)

Money-off vouchers

Methods of promotion
Competitions

Sales promotion
(incentives to encourage short-term
increase in sales or repeat purchases)

Loyalty reward schemes
Direct mail
(posting leaflets and other printed
material to customers)
Point of sales displays
Sponsorship
(company pays to have its name
directly linked to an event)

© Cambridge University Press 2014 IGCSE Business Studies Section 3 – Mind maps 7