Ch15:Marketing
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
Help!
|
|
||||
---|---|---|---|---|---|
Define: Marketing Channel | individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users
🗑
|
||||
What are the Three Principles of a Marketing Channel? | 1. Reducing Transactions
2. Principle of Proximity
3. Principle of Massed Reserves
🗑
|
||||
What are the functions created by intermediaries? | 1. Transactional Functions
2. Logistical Functions
3. Facilitating Functions
🗑
|
||||
What is Transactional Functions? | Buying, selling, risk taking
🗑
|
||||
What is Logistical Function? | Assorting (creating product assortments from several sources to customer)
Storing: assembling and protecting products
Sorting: purchasing in large quantities and breaking to smaller amounts
Transporting: physically moving products to consumers
🗑
|
||||
What is Facilitating Function? | Financing: extending credit to customers
Grading: inspecting, testing, or judging products and assigning quality grades
Marketing info & research
🗑
|
||||
How is value created? | Through the four utilities:
Time- having product when you want it
Place- having a product where you want it
Form- enhancing a product to make it more appealing
Posession: effforts made by intermediaries to help buyers take posession of a product
🗑
|
||||
List the different forms of intermediaries? | Middleman
Agent/Broker
Wholesaler
Retailer
Distributor
Dealer
🗑
|
||||
What are the considerations needed to select a channel member? | 1. Target Market Coverage
2. Satisfying Buyer Requirements
3. Profitability
🗑
|
||||
What is Target Market Coverage? | requires attention to density- the number of stores ina geographic area- and the type of intermediaries used
🗑
|
||||
What is the first degress of Target Market Coverage? | Intensive: firm tries to place its products in as many outlets as possible, usually chosen for convenience products or services
🗑
|
||||
What is the second degree of TMC? | Exclusive: extreme opposite of intensive, only one retailer in a specified geographical area carries the firm's products (for specialty products)
🗑
|
||||
What is the third degree of TMC? | Selective: firm selects few retailers ina specified geographical area; gets market coverage benefits and control over reslae
🗑
|
||||
What is Satisfying Buyer Requirements? | Gaining access to channels/intermediaries that satify at least ofthe buyer's interests that they might want fulfilled when buying the firm's products/services
🗑
|
||||
What is the first category of interest ing SBR? | Information: important requirement when buyers have limited knowledge or desire specific data about a product/service
🗑
|
||||
What is the 2nd category of interest in SBR? | Convenience: proximity/driving time to retail outlet, minimum time and hassle, easy to navigate, 8 second rule
🗑
|
||||
What is the 3rd category of interest in SBR? | Variety: buyers' interest in having numerous competing and complementary items to choose from enhances attractiveness of retail outlet to buyers
🗑
|
||||
What is the 4th category of interest in SBR? | Pre- or Post-sale Services: requirement for products such as large househole appliances that require delivery, installation, and credit
🗑
|
||||
What is Profitability? | the margins earned (revenue- cost) for each channel member and for the channel as a whole, channel cost is the critical dimension
🗑
|
||||
What is Dual Distribution? | When a firm reaches different buyers by employing two or more types of channels for the same basic product
EX: GE sells large appliances directly to home builders, but uses retail stores like Lowes to sell to consumers
🗑
|
||||
What is Veritcal Marketing Systems? | professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact
🗑
|
||||
What are the three types of VMS? | 1. Corporate Systems
2. Contractual Systems
3. Administered Systems
🗑
|
||||
What are Corporate Systems? | the combination of successive stages of production and distribution under a single ownership
🗑
|
||||
What is Forward Integration? | when the company might own the intermediary at the next level down in the channel
EX: Ralph Lauren manufactures clothing but owns apparel shops
🗑
|
||||
What is Backward Integration? | retailer might own a manufacturing operation
🗑
|
||||
What are Contractual Systems? | independent production and distribution firms integrate their efforts on a contractual basis to obtain greater functional economies and marketing impact than they could alone
🗑
|
||||
What are the three popular Contractual Systems? | 1. Wholesaler-sponsored voluntary chains
2. Retail-sponsored cooperatives
3. Franchising
🗑
|
||||
What is a wholesaler sponsored voluntary chain? | when a wholesaler develops a contractual relationship with small, independent retailers to standardize and coordinate buying practices, merchandisng programs, and inventory management efforts
🗑
|
||||
Retail-sponsored Coop? | small, independent retailers form an organization that operates a wholesale facility cooperatively
🗑
|
||||
Franchising? | a contractual arrangement between a parent company and an individual that allows the franchisee to operate a certain type of business under an established name
🗑
|
||||
What are Administered Systems? | achieve coordination at successive stages of production and distribution by the size and influence of one channel member
Ex: Wal-Mart
🗑
|
||||
What is Channel Conflict? | arises when one channel member believes another channel member is engaged in a behavior that prevents it from achieving its goals
🗑
|
||||
What are the two types of Channel Conflict? | Vertical Conflict: occur between different levels in the marketing channel EX: manufacturer and wholesaler
Horizontal Conflict: occurs between intermediaries at the same level in a marketing channel EX: Target and Kmart
🗑
|
||||
How is Channel Conflict Reduced? | Use of a channel captain: to coordinate, direct, and support other channel members
🗑
|
||||
Who monitors channel practices? | The Federal Trade Commission and the Justice Department
🗑
|
||||
What is the Clayton Act? | Prohibits:
-Exclusive dealing
-Tying arrangments
-Refusal to seal with existing channel members
🗑
|
||||
What is exclusive dealing? | a supplier requires a channel member to only sell its products or restricts distributors from selling directly competitive products
🗑
|
||||
What are tying arrangements? | when a supplier requires a distributor buying some products to buy others from the supplier
🗑
|
||||
What is the Sherman Act (1890)? | Resale restrictions: suppliers attempt to stipulate to whom distributors may resell the suppliers products
🗑
|
||||
How can Dual Distribution be viewed as illegal? | It can be anticompettiive- commonly arises when a manufacturer distributes through its wn vertically integrated channel in competetion with indpendent retailers that also sell its products
🗑
|
||||
How can Vertical Integration be illegal? | Under Clayton Act if the practice has the potential to lessen competition or foster monopoly
🗑
|
||||
Broker (def) | Independent firms or individuals whose principle function is to bring buyers and sellers together to make sales
🗑
|
||||
Channel Partnership | consists of agreements and procedures among channel members for odering and physically distribution a producer's products through the channel members for odering and physically distributing a producer's products through the channel to the ultimate consume
🗑
|
||||
Disintermediation | when a channel member bypassses another member and sells or buys products directly
🗑
|
||||
Full Service Merchandise Wholesalers | 1. General Merchandise Wholesalers
2. Specialty Merchandise Wholesalers
🗑
|
||||
Limited Service Merchant Wholesalers | 1. Rack Jobbers
2. Cash and Carry
3. Drop Shippers
4. Truck Jobbers
🗑
|
||||
Rack Jobbers | furnish the racks or shelves that display merchandise in retail stores, sell on consignment to retailers (bills retailers for the merchandise sold)
🗑
|
||||
Cash and Carry | take title to merchandise but sell only to buyers who call on them, pay cash, and find own transportation
🗑
|
||||
Drop Shippers | wholesalers that own the merchandise they sell but do not phsycially handle, stock, or deliver it
🗑
|
||||
Truck Jobbers | small wholesalers with small warehouses which they stock their trucks for distribution to retailers
🗑
|
Review the information in the table. When you are ready to quiz yourself you can hide individual columns or the entire table. Then you can click on the empty cells to reveal the answer. Try to recall what will be displayed before clicking the empty cell.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Created by:
bbyjx3
Popular Marketing sets