Chapter 15: Learning Objectives Review

Front 1

Explain what is meant by a marketing channel of distribution and why intermediaries are needed

Back 1

A marketing channel of distribution, or simply a marketing channel consists of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. Intermediaries make possible the flow of products from producers to buyers by performing three basic functions. The transactional function involves buying, selling, and risk taking because intermediaries stock merchandise in anticipation of sales. The logistical function involves the fathers, storing, and dispensing of products. The facilitating function assists producers in making products and services more attractive to buyers. The performance of these functions by intermediaries creates time, place, form, and possession utility for consumers.

Front 2

Distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems

Back 2

traditional marketing channels describe the route taken by products and services from producers to buyers. this rote can range from a direct channel with no intermediaries, because a producer and ultimate consumer deal directly with each other, to indirect channels where intermediaries (agents, wholesalers, distributors, or retailers) are inserted between a producer and consumer and perform numerous channel functions. Electronic marketing canals emily the internet to make products and services available for consumption or use by consumer or business buyers. Vertical marketing systems are professionally managed and centrally coordinated marketing channels designed to achieve channel economics and maximum marketing impact. There are three major types of vertical marketing systems (VMSs). A corporate VMS combines successive stages of production and distribution under a single ownership. A contractual VMS exists when independent production and distribution firms integrate their efforts on a contractual basis to obtain greater functional economies and marketing impact than they could achieve alone. An administered VMS achieves coordination at successive stages of production and distribution by the size and influence of one channel member rather than through ownership.

Front 3

Describe factors that marketing executives consider when selecting and managing a marketing channel

Back 3

Marketing executives consider three questions when selecting and managing a marketing channel and intermediaries: 1. which channel and intermediaries will provide the best coverage of the target market? Marketers typically choose one of three levels of market coverage- intensive, selective, or exclusive distribution. 2. Which channel and intermediaries will best satisfy the buying requirements of the target market? These buying requirements fall into four categories- information, convenience, variety and pre-or-post sale services 3. Which channel and intermediaries will be the most profitable? Here marketers look at the margins earned (revenue minus cost) for each channel member and for the channel as a whole

Front 4

Explain what supply chain and logistics management are and how they relate to marketing strategy

Back 4

A supply chain refers to the various firms involved in performing the various activities required to create and deliver a product or service to consumers or industrial users. Supply chain management is the integration and organization of information and logistics across firms for the purpose of creating value for consumers. Logistics involves those activities that focus on getting the right amount of the right products to the right place at the right time at the lowest possible cost. logistics management includes the coordination of both inbound and outbound products, an emphasis on making these flows cost effective and customer service. A company's supply chain follows from a clearly defined marketing strategy. The alignment of a company's supply chain with its marketing strategy involves three steps. First, a supply chain must reflect the needs of the customer segment being served. Second, a company must understand what a supply chain is designed to do well. Supply chains range from those that emphasize being responsive to customer requirements and demands to those that emphasize efficiency with the goal of supplying products at the lowest possible delivered cost. Finally, a supply chain must be consistent with the targeted customer's needs and the company's marketing strategy.