211 10.1. The concept of price, its essence and types of prices...............
211
10.2. Formation of pricing policy and methods for calculating price
level.................................................................................
214
10.3. Variability of prices during the "life cycle" of goods..............
218
Questions for control and discussion.......................................
221
CHAPTER 11. SALES POLICY.................................................................... 223 11.1. Features of networks for distribution product and their
structure....................................................................................
223
11.2. Retail, wholesale, selection intermediate and factors that form
sales network...................................................................
229
11.3. New types and methods of trade..............................................
237
Questions for control and discussion.......................................
244
CHAPTER 12. COMMUNICATION POLICY............................................ 246 12.1. The essence, content and objectives of communication
policy........................................................................................
246
12.2. The importance of communication in forming demand and
stimulating sales.......................................................................
252
12.3. Methods of influencing buyers and sellers..............................
259
12.4. The complex of marketing communications and the place of
advertising in it.........................................................................
261
