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Chapter 15 MKTG 250
| Question | Answer |
|---|---|
| Marketing channel | Consists of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. |
| Intermediaries between made and sold | transactional, logistical, facilitating |
| transactional | buy, sell, risk-taking. Someone else takes the risk and has the liberty to do what they want with the product - shark tank |
| logistical | assorting, storing, sorting, transporting - distributions |
| facilitating | financing, grading, marketing info and research - people that have connections |
| figure 15-3 | direct channel: producer - consumers (schwans food company) indirect channel: producer-(agent)-(wholesaler)-(retailer)-consumer |
| indirect examples | toyota - manufacturer to retialer (dealership), mars, mansar products |
| direct | producer - industrail user |
| indirect examples | producer-agents-industrail distrubuters-industrail users |
| direct-to consumer marketing channel | Allow consumers to buy products by interacting with various print or electronic media without a face-to-face meeting with a salesperson. |
| multichannel marketing | The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy (omnichannel marketing) instore,catalog, online |
| dual distribution | different buyers by different channels - wholesale (builder) commercial (sears) |
| vertical marketing systems lead to franchises | Professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact. corporate, contractual, and administered |
| intensive distribution | A level of distribution density whereby a firm tries to place its products and services in as many outlets as possible. (coke, pepsi, cheerios, tide) |
| exclusive distribution | A level of distribution density whereby only one retailer in a specific geographical area carries the firm’s products. (rolls royce, rolex, harley davidson prada, coach |
| selective distribution | A level of distribution density whereby a firm selects a few retailers in a specific geographical area to carry its products. |
| buyer requirements | information, convenience, variety, pre-post sale service, profitability |
| channel conflict | Arises when one channel member believes another channel member is engaged in behavior that prevents it from achieving its goals |
| vertical conflict within a channel | up and down within one chain |
| horizontal conflict | two wholesalers competing with each other |
| disintermediation | A source of channel conflict that occurs when a channel member bypasses another member and sells or buys products direct. The levels try to jump over each other. bypass another member |
| logistics | Those activities that focus on getting the right amount of the right products to the right place at the right time at the lowest possible cost. - activities for the right stuff |
| supply chain | The various firms involved in performing the activities required to create and deliver a product or service to consumers or industrial users.(business that do logistics) |
| understand the customer | how we move things around and connects with the marketing strategy |
Created by:
agk236