The document outlines key topics in marketing covered in Chapter 4, including branding, pricing strategies, international marketing, and e-commerce. It defines branding and the different types, discusses using pricing strategies to gain competitive advantages, notes the opportunities and challenges of expanding business internationally, and describes the two main forms of e-commerce as business-to-business and business-to-consumer models.

1. Marketing

2. COURSE SCHEDULE
 Chapter 1: ROLE OF MARKETING
 Chapter 2: MARKETING PLANNING
 Chapter 3: MARKETING STRATEGY
 Chapter 4: OTHER MEANS OF MARKETING

3. Other Means of Marketing
Chapter 4

4. Branding
Brands are well-known names of individual
companies or products i.e. GODIVA, Emirates
Airlines and Nike.
A strong brand will allow a business to
differentiate itself from its rivals.
Building brand awareness helps customers
recognize what a company offers, their name
and their products/services amongst many
other things.
Brand development increases the power of a
name or logo to gain higher sales.
Brand loyalty is the willingness of consumers to
purchase the same brand repeatedly.

5. Types of Branding
Family Branding
Product
Branding
Manufacturers
Branding
Own-Label
Branding
Company
Branding
Global Branding

6. Cost Based
Competition Based
Market Based
Cost –plus pricing
Marginal-cost pricing
Contribution pricing
Price leadership
Predatory pricing
Going – rate pricing
Price penetration
Price skimming
Price discrimination
Pricing Strategies

7. International Marketing
A business of an appropriate size, offering
suitable products will want to expand
internationally as this opens up a huge
new potential market for their products.
Advantages
Huge potential
Replicate success
Reduce dependence
in the home market
Disadvantages
Require significant
product modification
Local competition
Cultural and language
barriers

8. E-Commerce
E-commerce is using electronic networks in the buying and
selling of products.
Two main forms:
Business to Business (B2B)
Business to Consumer (B2C)