The commercial distribution is one of the marketing variables that aims to make available to the customer the products that this claim in the place, in the moment and with the terms and conditions that consumers want. With this training programme in Marketing, Commercial Distribution and Sales Force you will be able to find your feet in the sector and identify the various techniques and tools related to the company’s marketing and sales force management. Through this training, you will learn the basics of product as a commercial variable, pricing, the distribution system, distribution intermediaries, communication and promotion, and the sales force.
Corporate
Corporate
8 pm
Marketing, Commercial Distribution and Sales Force
Corporate
8 pm
Introduction
Objectives
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Identify the different techniques and tools relating to the company’s marketing and sales force management.
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Distinguish between the types of agents of commercial distribution.
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Learning to analyse the programme stages effective advertising methods.
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Understanding the principles of the direct sales, as well as its application in different markets and situations.
Table of Contents
TEACHING UNIT 1. THE PRODUCT AS A COMMERCIAL VARIABLE
- The product is the cornerstone of the marketing strategy.
- Product categories.
- Product life cycle.
- The brand, container, labelling and packaging.
TEACHING UNIT 2. PRICES
- Concept of price.
- Tools for setting a product’s price.
- Strategies for capitalising on different market situations at the right time.
TEACHING UNIT 3. THE DISTRIBUTION SYSTEM. MARKETING CHANNELS
- The role of distribution in the marketing process.
- Utility environments in the commercial distribution.
- Commercial distribution as a system.
- Components of the commercial distribution system.
- Distribution channels and commercial distribution.
TEACHING UNIT 4. COMMERCIAL DISTRIBUTION INTERMEDIARIES
- Types of commercial distribution agents.
- Types of existing establishments.
- Forms of retail trade carried out without a physical premises.
- Forms of commercial distribution resulting from trade associations.
TEACHING UNIT 5. COMMUNICATION AND PROMOTION: ADVERTISING
- Communication understood as a marketing variable.
- Decision-making in commercial communications, both mass and personalised.
- Stages of effective advertising programmes.
- Sales promotion and the tools used.
- Public relations and corporate communications.
TEACHING UNIT 6. SALES FORCE
- Sales team structure.
- Factors in a sales plan.
- Techniques and practices for organising and managing the sales force.
- Principles of personal selling and their application in different markets and situations.
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