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