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Marketing FINAL

Ch. 16

TermDefinition
Intensive Distribution Achieve mass market selling → convenience goods - Many intermediaries
Selective Distribution Work w/ selected intermediaries → shopping + some specialty goods - Several intermediaries
3 Kinds of Distribution Intensity Intensive, Selective, Exclusive
Exclusive Distribution Exclusive Work w/ single intermediary → specialty + industrial equipment - One intermediary
Retail Mix; 7 P’s Product, Price, Place, Promotion, Personnel, Presentation, Processes
Product Mix - Type of assortment width and depth - Manufacture or private label - Deciding product mix
Price Mix - High Low vs EDLP - Discounts, Markdowns, etc
Place Mix Location , Hours, Channel Strategy
Promotion Mix Advertising, Partnerships, Sponsorships
Personnel Employee training, service standards, RATER
Presentation Store environment + site design
Processes CRM + add value to experiences, convenience, and customization
3 Omni Channel Types Store, Web, Mobile
Stores - Need physical place → Paying for lease and maintenance +Staffing costs - Need to attract customers to store - Need distribution centers and to restock merch - Benefits for Consumers; Immediate purchase, touch + feel before purchase
Web - Need to build + design website - Need to attract customers to site - Picking, Packing, and Mailing orders to Consumers - Restocking returned merch - High cost of entry - Benefits for Consumers; Limitless assortment, convenient, search and shop
Mobile - Location enabled tech - Need apps - Services are app critical Tickers / notifications - Benefits for customer; seamless integration into customer's life, search, and access
Walmart Advantages - EDLP - Store Locations - Omni-Channel Services - Higher inventory efficiency, power of the stores and locations and cash flow model, has 25% share of US grocery, strong private label
Amazon Advantages - Endless assortment - Adaptable business - Prime subscription - high amount - Dynamic pricing - Higher return on equity, convenience, prime is powerful, partnerships
Created by: Zetiris
Popular Marketing sets

 

 



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