GRADE 10 BUSINESS STUDIES .pg
GRADE 10
BUSINESS STUDIES
UNIT 3
MARKETING AND DISTRIBUTION
COURSE BOOK 3
Name:______________________________________________
Provincial Study Centre:______________________________
Address:____________________________________________
FLEXIBLE, OPEN AND DISTANCE EDUCATION
PRIVATE MAIL BAG, P.O.WAIGANI, NCD
DEPARTMENT OF EDUCATION
PAPUA NEW GUINEA
Writers : Diana Waikali
Ursula Miria
Department Editors : Lucy Joseph
Doris Payok
Subject Team Editors
Jennifer Sanga
Jeff. G. Wama
Joyce Pogla
Keturah Soso
Mohoto Pinoh
Subject Content Editor : Silas Umaropi
Language Editor
Compiled, Formatted and finalized by
Elsie Lolo- Obara
Ursula Miria
GR 10 BS U3
1
GRADE 10
BUSINESS STUDIES
UNIT 3
MARKETING AND DISTRIBUTION
COURSE BOOK 3
TOPIC 1: ELEMENTS OF MARKETING
TOPIC 2: ADVERTISING AND PROMOTION
TOPIC 3: DISTRIBUTION
TOPIC 4: COSTING AND PRICING
TITLE PAGE
GR 10 BS U3
2
ISBN & COPYRIGHT
Acknowledgements
We acknowledge the contributions of all Secondary Teachers, FODE Subject Team
Members, Subject Review Committee Members and Academic Approval Committee
Members who in one way or another helped to develop Course Book 3.
Special word of thanks to the staff of MAL & Business Studies Department of FODE
namely; Ursula Miria, Lucy Joseph and Doris Payok who played an active role in
coordinating writing workshops, outsourcing lesson writing and editing processes.
We also acknowledge the professional guidance provided by Curriculum and
Development Assessment Division throughout the processes of writing and, the
services given by the members of the Primary Section and Academic Committees.
The Course Book was developed with the support and funding of the GO- PNG
FODE World Bank Project.
DEMAS TONGOGO
PRINCIPAL
Published in 2016 by the Flexible, Open and Distance Education
@ Copyright 2016, Department of Education, Papua New Guinea
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means electronic, mechanical,
photocopying, recording or otherwise without prior permission of the publisher.
Printed by the Flexible, Open and Distance Education
ISBN: 978-9980-89-358-1
National Library and Archives services of Papua New Guinea
GR 10 BS U3
3
CONTENT
TABLE OF CONTENTS
Unit 3 Introduction .........................................................................................................
5
Study Guide ...................................................................................................................
6
Topic 1: Elements of Marketing ....................................................................................
9
Topic 1: Introduction ......................................................................................................
10
Lesson 1 Introduction to Elements of Marketing........................................................................
11
Lesson 2 The Marketing Environment ......................................................................................
17
Lesson 3 Marketing of Products ................................................................................................
23
Lesson 4 Brands and Branding .................................................................................................
29
Lesson 5 Packaging and Labelling ............................................................................................
33
Lesson 6 Market Research........................................................................................................
41
Answers to Practice Exercises 1- 6 ..............................................................................
49
Topic 2: Advertising and Promotion ..............................................................................
55
Topic 2: Introduction ......................................................................................................
56
Lesson 7
What is advertising? .................................................................................................
57
Lesson 8
Promotion .................................................................................................................
67
Lesson 9
Advertising Agencies ................................................................................................
73
Lesson 10 Responsible Advertising and Promotion ...................................................................
79
Answers to Practice Exercises 7 -10 .............................................................................
83
Topic 3: Distribution ......................................................................................................
89
Topic 3: Introduction ......................................................................................................
90
Lesson 11 What is Distribution? .................................................................................................
91
Lesson 12 Direct Selling ............................................................................................................
101
Lesson 13 Transportation in Distribution ....................................................................................
107
Answers to Practice Exercises 11 -13 ...........................................................................
115
Topic 4: What is Costing and Pricing? ..........................................................................
119
Topic 4: Introduction ......................................................................................................
120
Lesson 14 What is costing? .......................................................................................................
121
Lesson 15 Costing Different Products .......................................................................................
131
Lesson 16 What is Pricing? ........................................................................................................
139
Lesson 17 Applying Discounts in Pricing ...................................................................................
145
Answers to Practice Exercises 14-17 ............................................................................
151
Answers to Lesson Activities ¡¡¡¡¡¡¡¡¡¡¡¡¡¡¡¡¡¡¡. 161
................
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