Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
27 Cards in this Set
- Front
- Back
|
What are three functions intermediaries serve?
|
1. Transactional
2. Logistical 3. Facilitating |
|
|
marketing channel
|
individuals and firms involved in making a product or service available for use or consumption
|
|
|
In marketing terms, the number of intermediary levels indicates the _______ of a channel
|
Length
|
|
|
Channel members add value by bridging the major gaps of ______ that separate goods and services from those who would use them.
|
time, place, and possession
|
|
|
A partnership of suppliers, distributors and customers designed to improve the performance of the entire system is referred to as a _______.
|
value delivery network
|
|
|
Three strategies are available when determining the number of channel members to use at each level, they are:
|
intensive, selective and exclusive
|
|
|
What is a pro of electronic marketing channels?
|
can and transactional and facilitating functions at a relatively lower cost...but cannot do logistical function
|
|
|
What is direct marketing channel
|
allow a consumer to buy products by interactiving with various media witthout a face to face meeting with a salesperson
|
|
|
What is multichannel mareting
|
blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers
|
|
|
what is dual distribution?
|
arrangement where the firm reaches different buyers using two or more different types of channels for the same product.
|
|
|
What is strategic channel alliances?
|
one firm's marketing channel is used to sell another firm's products. ex: starbucks in Krafts
|
|
|
What are the three types of vertical marketing systems?
|
1. Corporate
2. Contractual 3. Administered |
|
|
WHat is forward integration?
|
when a producer owns the intermediary at the next level down in the channel
|
|
|
What is backward integration?
|
when a retailer owns a manufacturing,,,ex: Tiffany
|
|
|
What is Contractual Systems?
|
Independent production and distribution firms integrate their efforts on a contractual basis...they are the MOST POPULAR vertical system
|
|
|
What are the three variations of the contractual vertial marketing system?
|
1. wholesaler sponsored voluntary chains (Ben Franklin)
2. Retailer sponsored cooperatives (Ace and associate grocers) 3. franchising: the most visible of the vertical. it is a contractual arrangement with parent and individual |
|
|
What are the four types of franchise arrangements
|
1. manufacturer sponsered (automobiles)
2. Manufacturer sponsored wholesale (softdrink 3. Service-spnsored retail franchise systems: firms that have designed a unique approach for performing a service and wish to profit (Holiday inn) 4. Service sponsored franchise: dispense service under trade name |
|
|
What is an Administered vertical marketing system?
|
achieve coordination at stages by the size and influence of one channel member than through ownership...such as P&G
|
|
|
What is target market density?
|
the number of stores in a geographical area and type of intermediaries to be used at the retail level of distribution
|
|
|
what is the most common form of distribution intensity?
|
Selective distribution
|
|
|
What are some things intermediaries should do to enhance buyer requirements?
|
1. information
2. convenience 3. Variety 4. Pre- or post sale service |
|
|
being a channel captain, how can a firm influence the behavior of other members?
|
1. Economic influence arises from the ability of the firm to reward other members given its strong finsnacial position
2. Expertise 3. Identification witha particular channel member 4. Legitimate right |
|
|
What are three things logistics deals with?
|
1. Flow of the product
2. Cost effective decisions 3. Give good customer service |
|
|
What are three steps when choosing a supply chain?
|
1. Understand the customer
2. Understand the supply chain 3. Harmonize the sipply chain with the marketing strategu. |
|
|
what does total logistics cost include
|
expenses associated with transportation, materials handling and warehousing, inventory, stockouts, order processing, and return products handling
|
|
|
What are the four key customer service factors that a supply chain manager must balance against total logistic cost?
|
1. Communication
2. Dependability 3. Time 4. Convenience |
|
|
under dependability, what can it broken into?
|
1. consistent lead time
2. safe delivery 3. complete delivery |
