8
5.2. Types of information and their classification............................ 97
5.3. Methods of collecting information through market research..... 101
Questions for control and discussion.......................................
106
CHAPTER 6. PRODUCTS
AND
SERVICES:
INCREASE
IN
CONSUMER VALUE............................................................ 107
6.1. What is a product? Goods, services and their classification…... 107
6.2. Product identity and service decision-making.......................... 115
6.3. Marketing of services and their features……………………… 126
Questions for control and discussion........................................ 133
CHAPTER 7. ADVERTISING ACTIVITIES…………………………….. 134
7.1. The concept, essence and functions of advertising.................... 134
7.2. Types and tools of advertising................................................... 140
7.3. Organization of advertising activities in companies.................. 146
Questions for control and discussion.......................................
154
CHAPTER 8. RETAIL AND WHOLESALE TRADE................................ 155
8.1. The essence and significance of retail trade............................... 155
8.2. Types of retail trade................................................................... 156
8.3. Wholesale trade and its functions.............................................. 167
8.4. Wholesale trade tools………………………………………… 169
Questions for control and discussion........................................ 176
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