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25 Cards in this Set

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  • Back

Define: value delivery network

A network composed of the company suppliers, distributors and customers. Each partner with each other to improve the performance of the system.

What direction of the stream marketing takes? What are the two elements which form this stream?

Downstream. Wholesalers and retailers.

Define: marketing (distribution) channel

A set of interdependent organizations to make a product or service available for use.

Why do producers use intermediaries? How can they help?

It improves efficiency of the availability of goods to target markets. With their contacts, experience, specialization and scale of operations, their services can achieve more than the firm on its own.

What is the role of marketing intermediaries in terms of product assortment?

They decrease quantity and broaden product assortment, or what the consumer wants. Simply, they actively aid in matching supply with demand.

What are the functions of marketing intermediaries?

1. Information: gathering and distributing information in the environment to aid exchange.




2. Promotion: aids in informing new promotional offers of producers to consumers.




3. Contact: finding and engaging target market (prospective buyers).




4. Matching: shaping market offerings to match consumer needs.




5. Negotiation: reaching agreement on price and other terms for exchange.




A. Physical distribution


B. Financing


C. Risk Taking: assuming risks of carrying out channel work

Define: channel level

A layer of intermediaries doing distinct work within a marketing channel.

Define: direct marketing channel and indirect marketing channel

A marketing channel with no intermediary levels. Intermediary: more than one.

Define: marketing channel design

Designing effective marketing channels by analyzing consumer needs, setting channel objectives, identifying and evaluating channel alternatives

What may comprise the service level of a channel? Why is it bad to achieve highly on these?

1. Speed


2. Assortment breadth


3. Additional services (augmented product)




Because of its impracticality and higher costs, which will pass on to consumers.

How are objectives set for marketing channels?

Which segments to serve, which distribution channels to utilize and how to minimize the total channel costs.

What can influence the objectives for marketing channels?

Type of product (e.g. perishable), competition (e.g. to facilitate comparison shopping and environmental forces (e.g. legal constraints)

Define: intensive distribution. Which types of products commonly utilize this and why?

Stocking products in multiple geographic areas. Convenience products to maximize brand exposure and consumer convenience.

Define: exclusive distribution. Which types of products commonly utilize this and why?

Limiting the number of dealers to distribute the company's products.




Specialty products to enhance luxury goods' distinct positioning. Furthermore, it improves dealer support and customer service.

Define: selective distribution. Which types of products commonly utilize this and why?

Using more than one, but not all intermediaries willing to supply the product.




Shopping products to provide good market coverage, but with more control and less cost than intensive.

What are the two trade offs for channel decisions?

Control and cost

In terms of control and cost, how are short and long channels different?

Long channels will have less control, but less cost for the company and vice versa.

Define: retailing

Activities involved in selling goods or services to consumers for their personal, nonbusiness use.

Define: first moment of truth

The critical 3 to 7 seconds a shopper considers for a product on a shelf.

What are the four different forms of retailers in Hong Kong?

1. Department Stores


2. Superstores: large assortment of routinely purchased food & non food products


3. Convenience Stores


4. Multi-channel

How are the different forms of retailers formed in Hong Kong?

1. Amount of services provided


2. Price


3. Assortment

How are retailer types categorized? What are its different types?

Service and Price




1. Self-service: least sales assistance containing convenience products (fast moving consumer goods)




2. Limited-service: shopping goods, some sales assistance




3. Full-service: specialty products, most sales assistance

What is the critical factor for retailing success?

"Location, location, location"

In what ways can retailers gain competitive advantage?

1. Location (e.g. main street)


2. Price (e.g. high margin, low volume)


3. Assortment (width, length and depth)


4. Services (full, limited, self)


5. Atmosphere (visual, auditory, olfactory, space)

What are the 4 trends in retailing?

1. Retail convergence: merging of products, prices, customers and retailers, causing competition. "click and mortar," O2C (online and offline).




2. Personal touch from retailers




3. Megaretailers: size and buying power can offer better assortment, services and lower prices; shifting the power from producer to retailer.




4. Retail technologies: IT software systems for inventory control and better interaction for supplier and consumer. E.g. internet provides better convenience, more information and better brand connections.