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What are today’s consumers used to getting…?
what
where
when
… they want
What is a channel partner?
partnered firm promoting & selling product
What is the simplest marketing channel?
producer & consumer
What are the utility / value forms that channels offer?
time
form
place
ownership
What is time utility?
availability when consumer wants / needs
What is form utility?
precision meeting consumer wants / needs
What is place utility?
ease of availability for consumer
What is ownership utility?
benefit for consumer
What is a marketing channel?
firm group selling & promoting good from production to end
What is a supply chain?
firms involved in production & promotion & delivery
What does SCM involve?
constant supply chain monitor & refinement
Why are channel partners essential?
right…
product
place
time
What are the wholesaler characteristics?
buy large amount
store & break into smaller units
own product
assume sale & obsolescence risk
3 types
What are the basic wholesaler types?
merchant
broker
manufacturer agent
What are the retailer characteristics?
buy from wholesaler / agent / distributor & sell to consumer
vary by product type / size / price / service / convenience / speed
What are full service merchant wholesalers?
stock inventory
operate warehouse
supply credit
What are limited service merchant wholesalers?
low price, low service
What are mail-order wholesalers?
sell product by catalog & ship to buyer
What are rack jobbers?
sell specialty
W
What are some specialty product examples?
book
hosiery
magazine
What are the broker / agent characteristics?
don’t purchase / take product title
negotiate producer sale contract
What is the most common broker / agent form?
real estate
What is an affiliate?
person driving online traffic to other sites to get paid selling other company’s product
True or False: Affiliates are usually paid on commission.
True
What are some affiliate location examples?
blog
search engine
news
social media
What is a manufacturer sale office?
sale unit directly working for manufacturer
True or False: Manufacturer sale offices are found in B2C settings.
False: Manufacturer sale offices are found in B2B settings.
What are the retailer types?
supermarket
drugstore
convenience
specialty
category killer
department
superstore
warehouse club
off-price
outlet
online
used
pop-up
What is a self-service retailer?
provides full home product range
What is a drugstore?
retailer selling over-the-counter medicine / prescription / health & beauty / photo
What is a convenience store?
retailer where consumer pay for convenience by higher markup
What is a specialty store?
retailer selling deep product type
What is a category killer / channel leader?
retailer selling large product category amount & dominating competition
What is a department store?
retailer selling wide home product & merch range
What is a superstore?
oversized department retailer carrying broad merch & grocery range
What is a warehouse club?
supercentre retailer selling discount product
What is an off-price retailer?
store selling discount merch variety
What is an outlet store?
discount retailer selling product that can’t be normally sold due to manufacture mistake
What are some direct marketing examples?
live
door-to-door
party sale
catalog sale
TV sale
telemarketing
marketplace
What is an direct channel?
producer & user transaction
What is the longest typical B2C channel?
producer → broker / agent → wholesaler / distributor → retailer → consumer
What is the longest typical B2B channel?
producer → broker / agent → industrial distributor → business / government
What is disintermediation?
cut intermediary of marketing channel
True or False: The trend today is towards intermediation.
False: The trend today is towards disintermediation, because of the Internet.
True or False: Disintermediation is always cost-effective or efficient.
False: Disintermediation is not always cost-effective or efficient.
What do multiple channels require?
channel management
target market comprehension
selling channel integration
alliance formation
True or False: Developing nations may lack god intermediaries.
True
What are some foreign market entry ways?
FDI
joint venture
export
franchise
What is the push strategy?
manufacturer convinces wholesaler / distributor / retailer to sell
What is the pull strategy?
manufacturer creates consumer demand so wholesaler / distributor / retailer sells
What is the push strategy relationship?
manufacturer → reseller → consumer
What is the pull strategy relationship?
manufacturer → consumer → resaler → Repeat
What are the channel functions?
sort & regroup
store & manage
distribute
assume risk
extend credit
share info
assure availability
What are the channel selection factors?
consumer
product
partner capability
environment & tech
competing product marketing channel
What is the most important channel selection factor?
consumer
What are the product distribution intensity factors?
intensive
selective
exclusive
What is intensive distribution?
sell product in as many outlets
What is selective distribution?
sell product at select outlets
What is exclusive distribution?
sell product at few outlets
Which retailer has channel power?
category killer
What are some channel conflict examples?
dispute
own goal
member product competition
manufacturer e-commerce
How do firms ethically achieve channel cooperation?
emphasize benefit
assure genuineness
provide promotion
educate technique
offer incentive
avoid channel stuffing
handle pricing issue
What is channel stuffing?
manufacturer moving product into channel to record sale
What is a vertical marketing system?
formal channel member close cooperation agreement
What is vertical integration?
disintermediation form
channel member taking over other member function
What is forward integration?
firm moves down supply chain
What is backward integration?
firm moves up supply chain
True or False: In a conventional marketing system, channel members have vertical integration.
False: In a conventional marketing system, channel members have no affiliation.
What is horizontal integration / marketing system?
2 companies at same channel cooperate to make most of marketing opportunity
True or False: Marketing channel decisions are more important than feature and price decisions.
False: Marketing channel decisions are as important as feature and price decisions.
What is a vertical conflict?
different member type channel conflict
What is a horizontal conflict?
same member type channel conflict
What is often in the best position to resolve channel conflict?
category killer / channel leader
What is omnichannel distribution?
combine multiple (online & physical) channels
Why do consumers appreciate direct channels?
more transparency
faster communication
customized service
What is a dual channel?
combine direct & indirect channel
What are some push strategy tactics?
trade discount
instore promotion
sales force effort
What are some push strategy industry examples?
FMCG
What are some pull strategy tactics?
advertisement
influencer
social media
What are some pull strategy industry examples?
tech
fashion
luxury
How do we analyze distribution channels?
target audience
channel justification
exclusivity
accessibility
image
efficiency & effectiveness
comparative analysis
What are some difficult disintermediation industry examples?
health
utilities
machinery
CPG
car repair & part