MARKETING UNIT TEST 3 NOTES
THE PLACE
1. Nature and importance of marketing channels
Role of intermediaries
The distribution system involves INTERMEDIARIES (middlemen) that facilitate the transportation from producer to consumer.
2. Value created by intermediaries
Perspective of the producer
Transactional Function ( buying, risk taking +selling)
Logistical Function (gathering, storing, dispersing)
Facilitative Function (making the product more attractive/ fit the branding appeal of the product)
Perspective of the consumer
Time to have the product WHEN they want it
Place to have the product WHERE they need it
Form to appeal to the consumers’ ego/ branding identity
Possession to have WHAT you want in relation to time
3. Channel structure and organization
(1) Producer Consumer
Direct System – reflective of most services and small operations
Example: carpentry, farmers market
(2) Producer Retailer Consumer
Indirect system – reflective of large items such as vehicles (i.e. Ford) and stores that can handle volume storage
Example: sears, the bay
(3) Producer wholesaler Retailer consumer
Indirect System – reflective of law cost/value items that turnover frequently
Example: hostess, Trident gum, magazines
(4) Producer Agent/Broker Wholesaler Retailer Consumer
Many small producers creating rare and expensive products
Example: jewelry
4. Types of wholesalers
(1) Merchant Wholesalers
Full Service
General Merchandise
Full line, broad assortment
Preform all functions (hardware, pharmacy, clothing)
Specialty Merchandise
Limited line, narrow range or products but extensive assortment
Preform al functions (health foods, auto parts, seafood)
Limited Service
Rack Jabbers
Stack racks and shelves
Sell on consignment (toys, housewares, health + beauty)
Cash and Carry
Do not deliver, relate, must pick up (electric + office supplies, some food)
Drop jobbers
Handle large volume/ bulk items (raw material) and drop them at retail location (fuel, coal, lumber, chemicals)
Truck Jobbers
Deliver perishable items frequently, sold for cash directly from truck (baked items, fruit, vegetables, meat + dairy)
(2) Agents/ Brokers + Branch Offices
Deals with primarily services or highly specialized merchandise/ real estate/ investment products.
(3) Manufacturer’s Branches and Offices
Wholly owned extensions of the producer that perform wholesaling activities
Used when there are no intermediaries to perform these activities, there are few customers, and they are geographically concentrated.
5. Factors affecting channel choice
(1) The consumer
Efficiency/ speed of delivery
Convenient location (accessibility)/ access to other services for time
Efficient and positive customer service/ attendant service
Information on the product
(2) The product
Care + packaging (fragile vs. durable items)
Perishability of the product
Intensive vs. extensive distribution (number of locations sold)
(3) The company
Profitability? What method will ensure quality distribution yet be cost effective?
(4) The environment
Weather + Climate considerations
Economy affordability
Gender roles
Technology
6. Channel design considerations
Best coverage of the target market?
Intensive as many outlets as possible, convenience items (gum, ATMs, pop)
Exclusive one outlet in one geographic area
Selective a few outlets in a specific area
Best satisfy the buying requirements of the target market?
Information limited knowledge and specific needs
Convenience proximity and time developed to access
Variety selection/ breadth and depth
Attendant service delivery, installation and credit
Most profitability
Profit control (revenue – expenses)
Cost control advertising, distribution and selling expenses
7. Physical distribution vs. logistics management
Logistics management
Logistics: all details required to be implemented in order to get the product from producer to consumer
Transportation
Storage/ warehousing
Packaging and handling
Inventory control/ order
Georgia Piedmont Technical College Principles of Marketing COURSE : MKTG 1100 CRN : 20352 SEMESTER : Fall 2014 OUTLINE, SYLLABUS, & ORIENTATION INFORMATION FACULTY INFO Dr. Cassandra Crute Clarkston Campus Phone: (912) 231-7428 Hours: Advisement: By appointment over email Email: ANGEL email communication Division Chair: Susan Wright, Office 201, Clarkston Campus Phone: 404-297-9522 x1129 Chair Email: wrights@gptc.edu Please note: only call my number in case of an emergency…
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