Learning objectives
Evaluate the objectives and suitability of competitive, penetration, skimming, cost-based, psychological, dynamic and price-discrimination pricing in a given situation.
Calculate a cost-plus price by adding a percentage mark-up to unit cost.
Assess the usefulness of advertising, sales promotion and direct promotion in meeting promotional objectives.
Analyse developments in digital promotion, such as social media, search and influencer marketing, and the part packaging and branding play in promotion.
Evaluate channels of distribution — direct, through retailers, through wholesalers or agents — and compare digital with physical distribution.
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