Marketing Systems

Course CodeBBS303
Fee CodeS3
Duration (approx)100 hours
QualificationStatement of Attainment
  
Learn about the marketing world.
 
The systems that operate locally, nationally and internationally; can be simple or complex.
  • Sometimes (in a small organisation), the same individual, or office, will promote, sell, deliver and provide after sales service for a product.
  • Sometimes each of these functions may be carried out by different people or organisations; an a system needs to be built that links these different entities together.
 
Effective linkages make for better sales and productivity.
 
Study this course to make better decisions about how and where to market your products or services.

Lesson Structure

There are 10 lessons in this course:

  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
    • Independant intermediaries
    • Manucacture owned intermediaries
    • Agricultural marketinglegislation 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
  9. The Marketing Mix
    • 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

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims

  • 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.

Scope and Nature of Marketing Systems

In the past, the marketing systems we used were well established, and change came slowly. Today though, nothing is quite as certain as change! 

This course is not going to show you a system that has operated for a long time that can be copied and used. No course will do that, because of the rate of change we see in the modern world.

What the course will do is to explore a whole range of systems that have existed, and the various ways they have operated. This will give you a broad understanding of what a Marketing System entails; and lay a foundation for you to understand systewms you encounter, or develop new marketing systems as you find the need.

COMPETITION OR MONOPOLY?

When one supplier (of particular goods or services) is able to control some aspect of either production or marketing (related to their product), they are able to exercise excessive influence upon the supply of that product. In effect, they have created a situation where they can stop supply, or control supply, irrespective of what anyone else does. This is a monopoly.

Examples:

  • If all meat is transported by rail and there is only one railway then the railway is monopolising part of the meat distribution system. The railway can thus charge whatever it chooses to charge, and the other businesses involved in the meat industry are left with no choice but to pay.
  • If there is only one baker supplying bread to a country town, that baker monopolises bread supply to that town. The bakery can then increase their price on bread, and the community must pay or go without bread.

When there are many suppliers of goods and services, the customer has a choice, and competitive forces will encourage suppliers to be more efficient and keep their prices lower.

There are in fact four different types of competition:

1. Pure Competition
Here there is an unlimited number of competitors. It is relatively easy for new competitors to emerge if old ones disappear, partly because the product is generally relatively easy to supply, and undifferentiated. Price is not usually very important, and promotion is not a key factor in success.

Businesses such as lawn mowing or cut flower growing may always be subject to pure competition. For most people, variations in price or service are relatively unimportant, and buying cut flowers or having the lawn cut is not something we usually do as a response to an expensive advertising campaign.

2. Monopolistic Competition
This occurs when there are many competitors, but it is not always easy for a new business to enter the market. If someone wants to enter this type of market, they will probably need time, money, and perhaps some level of expertise before they can commence business. Price competition and promotional campaigns are not very important, but the market place does tend to be differentiated, and there are often optional products or services which a customer could easily choose to buy in place of your product or service.

3. Oligopoly
In an oligopoly there are relatively few competitors, and it is difficult for new businesses to enter the market place and secure any significant proportion of the market. There may be many barriers to entry (eg. a large financial investment may be required), price competition can be strong, and promotion can become very important.

4. Monopoly
In a monopoly, there is only one supplier of a particular type of service or product; and as such entry of new businesses into that market is restricted, sometimes by law (eg. public utilities), or sometimes because of the overwhelming economic dominance of the supplier.
 

GLOBALISATION

We used to think of markets as something that existed in regions, districts or countries. For example, there would be a market for books in the UK, and another market for books in the USA. In the modern world, markets are losing this geographic differentiation, and we are moving increasingly towards global markets. In the past when someone wanted to buy fruit in Australia, for example, they would naturally look to buy from Australian producers - but today they may consider buying from producers anywhere in the world.

The process of globalisation is being fostered by:
• changes in world politics (ie. reduction of tariffs)
• improvements in international communications
• the internet
• improved shipping (more reliable shipping, more cost-effective transportation, etc)

 

RECOMMENDED READING FROM THE ACS ONLINE BOOK SHOP
 
   

Modern Marketing PDF ebook

This book explores new approaches to marketing, how to adapt to a continually changing world both through online marketing, and more. Some aspects of marketing never change; but many of the well established approaches used in the past simply do not work any more. This book lays a foundation for thinking about marketing in a different way. Click here for more details
 
 
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Credentials

An ACS Global Partner College
An ACS Global Partner College

ACS is recognised as an institution by IARC
ACS is recognised as an institution by IARC



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  Denise Hodges

Promotions Manager for ABC retail, Fitness Programmer/Instructor, Small Business Owner, Marketing Coordinator (Laserpoint). Over 20 years varied experienced in business and marketing. More recently Denise studied naturopathy to share her passion for health and wellness. Denise has an Adv.Dip.Bus., Dip. Clothing Design, Adv.Dip.Naturopathy (completing).
  Sarah Edwards

Over 15 years industry experience covering marketing, PR, administration, event management and training, both in private enterprise and government; in Australia and the UK.
  Kate Gibson

Kate has 12 years experience as a marketing advisor and experience as a project manager. Kate has traveled and worked in a variety of locations including London, New Zealand and Australia. Kate has a B.Soc.Sc, Post-Grad. Dip. Org Behaviour (HR).
  Modern Marketing
This book explores new approaches to marketing, how to adapt to a continually changing world both through online marketing, and more. Some aspects of marketing never change; but many of the well established approaches used in the past simply do not work any more. This book lays a foundation for thinking about marketing in a different way