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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