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38 Cards in this Set

  • Front
  • Back
Functions of Intermediaries
Logistical: dispersing
Transactional: buying, selling, risk
Facilitating: assist to make goods more attractive to buyers
Consumer Benefits of Intermediaries
time
place
form
possession: delivery (kinda)
Direct Channel vs Indirect Consumer Goods
Producer and Consumer deal directly with one another
Direct vs Indirect Channels B2B
Direct: Own sales force, high unit value, and expertise necessary
Indirect: Includes Agents, Industrial distributors
Examples of Direct Marketing Channels
Advertising, mail-order selling, direct mail sales, catalog sales, telemarketing, HSN
Strategic Channel Alliances
One firms marketing channel is used to sell another firm's products
Merchant Wholesalers
Independently owned firms who take title on products they handle
Rack Jobbers
Perform all channel functions, stock shelves, own merchandise and bill retailers after purchase
Cash and Carry Wholesalers
Own merchandise the sell for cash, and do not deliver the merchandise
Drop Shippers/ Desk Jobbers
Solicit orders and coordinate orders straight from manufacturers to buyers
Truck Jobbers
Small wholesalers that stock trucks from warehouse to distribute to retailers
Agents and Brokers
Do not take ownership of merchandise, perform fewer functions, paid on commision
Branch office vs sales office
Branch carries goods while sales offices do not
Vertical Marketing Systems
Professionally managed and centraly coordinated marketing channels designed to acheive channel economies and maximize marketing impact
Factors affecting channel choice and management
Environmental
Consumer
Product needs
Company Capabilities
Channels must satisfy
information
convenience
variety
pre/post sale services
Disintermediation
bypassing channel members
Sherman Act
Resale Restrictions
Dual Distribution
Clayton Act
Verticle Integration
Tying Arrangements
Exclusive Dealings
Refusal to Deal
Dual Distribution
4 factors to access global markets
Economic
Infrastructure
government
sociocultural
Marketing Research Steps
Define Objectives
Design the Project
Data Collection
Analyze
Present Results
Components of Value
Customer
Company Objectives
Cost
Competition
Channel Members
Economic Factors to influence pricing
Disposable Income
Status Consciousness
Full Line Discount Stores
Large variety, limited service, low prices
Walmart, Kmart, Target
Extreme Value Retailers
small, limited assortment, low prices
dollar stores
Off-Price / Close-Out Retailers
inconsistent assortment of name brand at low price
marshalls, tjmax
Share of Wallet
Percentage of customer's purchases made from a particular retailer
Price Skimming
Initially high price and lowered over time
Price Penetration
Little knowledge of product, low price to gain large market share fast, high advertising
Be sure about Franchises ___ ___ ___ ___ before getting involved
Strength of biz model
support received
costs
restrictions
Small Independent Retailers Compete through:
Unique creative identity
personal service
flexibile
tough business
EDLP has
lower advertising
little price changes
lower average prices
Measurable Things that increase profit
Market Share
Sales Goals
Rate of Return
Cost based pricing emphasizes
Supply (cost of goods)
Later adjusted
Value Based Pricing emphasizes
Demand
Later more
Price Discrimination goal
Revenue Yield Maximization
Consumer Surplus
Difference between what consumers pay and what they would pay
Desirable Charateristics of Marketing Research
Accurate
Timely
Relevant
Efficent
Ethical