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research that has never been done before researcher goes into the marketplace and collect new information directly from consumers. It is Primary research.
It is more accurate, up to date and related to specific needs.
But it is costly and time consuming to collect and requires a reasonably large sample in order to ensure accuracy.

Sources of field research:
-Observation.
-Focus groups.
-Surveys and questionnaires. -related to specific needs

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Sales promotion:

Short term sales techniques

Incentive to buy

Gimmicks are used eg loyalty cards, 2 for 1 offers

Aims to increase sales

In  conjunction with regular advertising

Personal selling:

Firm contacts consumers directly eg face to face and telephone

Person verbally convinces consumer to purchase the product

Done by sales reps

Keeps link between consumer and any new product

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Public relations refers to all the efforts to create and maintain a good image of the business and its products within the minds of the general public. It is of the responsibility of the PR team and/or the Public Relations Officer within a business to maintain good public relations. They aim to achieve favourable publicity for the business and a good corporate image. This is more so a long term aim which enables the business to increase sales over a longer period of time.
This is often done through news conferences, charitable donations, celebrity endorsements and sponsorship.

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- Advertising is the paid communication of information about a product or service through various media.

- Informs and convinces people to buy a product or service a business is offering.
-Can be: Persuasive
Reminder
Informative
Competitive
Generic
- Products can be advertised through Media such as television, radio, newspapers, direct mail, internet.
- ASAI sets standards for advertising.

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3 channels:
Traditional
Alternative
Direct

Factors impacting which channel you choose?
Cost
Type of product e.g. fragile
E-Commerce and online payments
Target market

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•Premium pricing: high price for a high quality, superior product e.g. Rolex watch.
Penetration pricing: Charging a lower price at beginning so that it is cheaper than its competitors and you gain market share.

•Loss leader: Selling a product below cost price to attract customers into the business in the hope they will buy other products.

-Price Skimming: Charging a high price when the product first comes out (recover development costs).

•Price discrimination: Charging different prices for different customers e.g. student discounts.

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Is a letter, symbol or words used to distinguish  one companies good from another. It should be recognisable and be able to tell you something about the product.
A benefit is that it helps brand loyalty and encourages repeat purchases. Branding can show that the product is of high quality.
Own brand products are products sold under the retailers own name and logo. Eg, Tesco finest.

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Product design is the process of creating a product which is attractive and appealing to customers and which works excellently.
Good product design includes the following:

1. Aesthetics: This refers to how the product looks - its shape, style and colour.It is important that the product looks good and is appealing to consumers.

2.Function: The product must be well-designed, so that it does the job that it is
intended to do.

2.Cost-effectiveness: Good design ensures that the product can be made at a reasonable cost.

IMPORTANCE OF PRODUCT DESIGN
1. Good design increases sales.
Consumers want well-designed products - those that look good and are easy to
use and maintain. Businesses that offer such products enjov increased sales.

2.Good design reduces costs.
Well-designed products work excellently and do the job they are intended to do.
They do not break down or develop faults. This helps the business to minimise the amount of money it has to spend recalling and repairing badly designed products or offering unhappy customers a refund.

3.Good design saves time.
Good design focuses on manufacturing issues at an early stage in the design
process. It helps the business to make products that are easy and cost effective to manufacture.

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1. Increase Sales
Into packaging is oftera brecoatehmere-ibst-polin: of contact vith the stua
product. Atractive apfocve. thin parkasine gots customers a titanal
pitracts them to the bred used hun, parkasins helpo the busines to well thade
giroducts. Cadbury once ageda Ditt: wrapper for its Dairy silk- bar mah tie work
Pons Os calories!" emblazoned across it. The wrapper altracted a lot of heale
conscious women to the bar and sales increased as a direct result
2. Protection
Packaging protects the product during transportation by the manufacturer and
storage by the retailer, so that it arrives at the consumer intact. This reduces
breakage, leakage and deterioration costs for the business. Tetra Pak packaging
makes sure that liquids do not spill from juice and milk cartons.
Information
The various items of information printed on packaging provide the consumer
with details about the contents of the product. It can also give consumers clear
instructions as to how to use the product successfully. Kellogg's cereals packets
give information about the ingredients, the vitamins, the sell-by date and who to
contact with problems or questions about the product. Pharmaceutical companies use
the packaging of their medicines to inform customers of the correct dosage to take.
4. mage
The packaging is used to display the product and
give it a certain image. To reinforce the idea that it
is a prestigious luxury product, a Rolex watch comes
in a luxurious box. To give them a manly image,
men's moisturisers are packaged in masculine
ROLEX
colours such as black, navy, silver and grey.
5.
Convenience
A business can put its product into different size packaging for stones wait
on diferent situations: 0a ola Produce a 24 botte of Cole for families elitte
chome, a 1 25k bottle for sinalle/households and a 50m/ bot tor on tif ato°
varumpion. Heinz makes Is beats aviabe in larger tins for amiliesandalo
in smaller microwavable packages for individuals,

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•Accessing and using info that is already available from other sources. Secondary research can be internal or external to the business.
•It is cheap and easy and faster to compile. •Instantly available.
•Examples include sales and financial reports.