MARKETING final 3013

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MARKETING final 3013
2011-05-05 03:28:21
marketing final

MARKETING final 3013
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  1. Marketing Channel
    Marketing Distribution
    reach the point of product origin to the consumer with the purpose of moving products to the final destination.
  2. Channel Members
    (intermediaries, resellers, and middlemen)
    negotiate with one another, buy and sell products , facilitate the ownership
  3. discrepency of quantity
    the difference between the amount of product produced and the amount and end user wants to buy
  4. discrepncy of assortment
    the lack of all items a customer needs
  5. temporal discrpency
    when a customer is not ready to buy a product
  6. spatial discrepency
    its harder to get something that isnt around the area
  7. taking title means
    they own the merchandise and control the terms of sale
  8. example of intermedaries
    retailers and wholesalers
  9. Product characteristics
    • whether the product is standarized or customized for the consumer.
    • like insurance
  10. Buyer considerations
    affecting wholesaler choice include how long the buyer is willing to wait to receive product

    ex:buying book online
  11. market characteristics
    whether it will sell in one area
  12. Transactional functions
    contacting potential customers, determining goods and services, assuming the risk of your inventory
  13. logistical functions
    overcome temporal and spatial discrepncies, mantaining inventory,
  14. facilitating functions
    gathering info about other channel and consumers, facilitate the glow of goods to the final consumer
  15. an agent broker/channel is used
    markets withh small manufacturers and mayn retailers
  16. two channels:
    retailer- most common when retailer is large and buy in large quantities
    wholesaler channel is used for low cost items that are frequently purchased, candy, cigs, magazines
  17. Supply chain management
    • givinig managers total visibility of the supply chain both inside and outside the firm.
    • -customer driven
  18. Benefits of Supply Chain Management
    lower inventory, transportation, warehousing, and packaging costs
  19. managing channel relationships
    • power, control, leadership, conflict, and partnering
    • chanel power- control other chanel members
    • chanel control-one member controls another
    • chanel leadership-excercise authority
  20. The logistics of supply chaing
    • 1. sourcing and producing materials and supplies.
    • 2. production scheduling
    • 3.order processing
    • 4.inventory control
    • 5.warehouse materials and handling
    • 6. transportation
  21. Inventory control system
    develops and maintains an adequate assortment of materials of products to meet a manufacturers or customers demands.
  22. supply chain manages generally choose a mode of tran basis
    • cost
    • transit time
    • reliability
    • capability
    • accessiblity
    • traceability
  23. Trends in Supply Chain Management
    • -advanced computer techonlogy
    • -outsourcing logistics functions-warehousing to a third party
    • -electronic distribution-etrade , Itunes, and
  24. Channels and Distribution Decisions for Global Marketing
    spread of free trade agreements and treaties, global marketing channels and management of the supply chain have become increasingly important to US corporations that export their products manufactured abroad
  25. retailing
    activities directly related to sale of goods and services to the consumer for personal , nonbusiness,
  26. retail establishment
    classified by ownerships, level of service, product assortment and price
  27. Retail operations
    • -ownership
    • -level of service
    • -product assortment
    • -price
  28. Major types of Retail operations
    • Department Stores-carry everything
    • Speciality Stores- (footlocker) specializing in a type of merchandise
    • Supermarkets-large, self serviced
    • Drugstores
    • Convinience store-mini supermarket
    • Category Killers- narrow mech(best buy)
  29. Nonstore selling
    • Automatic Vending-machines
    • direct retailing-door to door
    • direct marketing-from their home
    • electronic retailing-tv networks, online retailing
  30. retailing market strategy
    • defining a target mix
    • choosing the retailing mix
  31. Retailing Mix
    first element is the product offering, decide what to sell on basis of what their target market wants to buy.
  32. Promotion
    advertising, public relations, and sales promotion
  33. Promotional Mix
    • advertising-paid communication in the sponsor or company is identified.
    • public relations-helps organization communicate with its customers, suppliers,
    • sales promotion- stimulate immediate increases in demand
    • personal selling-perosnal paid for comm
  34. Promotional Goals and AIDA
    • attention, interest, desire, and action.
    • attention-gain att of target market
    • interest- simple awareness of a brand leads to sale
    • -desire- convince
    • -actions- target market hasnt been convinced.
  35. Factors affecting promotional mix
    • nature of the product-
    • stage in profuct lifestyle
    • target market characteristics
    • available funds
    • push and pull strategies
  36. Major Types of Advertising
    • Institutional-enhance image
    • product-promotes good or specific service
  37. Product Advertising
    • pioneer-demand for new
    • competitive- influence demand for specific brand
  38. Creative and Media Decisions in Advertising
    advertising campaign