Theory question 105
MarketingCommerce 2 (answer five questions)
(a) What is marketing?
(b) Explain any six reasons why a manufacturer may sell directly to consumers
Show the model answer
(a) Marketing is the process of identifying consumers' needs and getting goods and services that satisfy them to the consumers at a profit; it includes market research, product planning, pricing, promotion and distribution.
(b) Any six: goods are perishable (bread, fish); goods are technical and need demonstration/after-sales service; goods made to order; to cut middlemen's profit and sell cheaper; to keep direct contact with consumers and get feedback; few customers who are close by; to control the price and the way goods are displayed; manufacturer has his own retail outlets and enough capital; middlemen unwilling to stock the product.
Six distinct reasons, each explained.