Principles of marketing: Lecture 28

Principles of marketing: Lecture 28 provide students with knowledge about: marketing channel; simple marketing system; intermediaries minimize transactions; marketing intermediaries used; channel members add value;... Please refer to this lesson for details!

MGT301 Principles of Marketing Lecture­28 Summary of   Lecture­27 Today’s Topics Place….Distribution  Channel….Marketing Channel Marketing Channel A set of interdependent organizations involved in the  process of making a product or service available  for use or consumption by the consumer or  business user.  Simple Marketing System Communication Product/Service Producer/Seller Money Feedback Consumer How Intermediaries Minimize  Transactions? Manufacturer Customer Manufacturer Customer Manufacturer Customer Manufacturer Customer Manufacturer 20 Contacts Training Training Motivating Motivating Evaluating Evaluating FEEDBACK Selecting Selecting Managing Marketing Channels Develop Develop Channel Channel Strategy Strategy and and Objectives Objectives Formulate Formulate Firm’s Firm’s Marketing Marketing Objectives Objectives &&Strategy Strategy Evaluate Evaluate Channel Channel AlterAlternatives natives Determine Determine Channel Channel Structure Structure Implement Implement Channel Channel Strategy Strategy Evaluate Evaluate Channel Channel PerPerformance formance Enough for today. .  Summary Manufacturer Customer Manufacturer Customer Manufacturer Customer Manufacturer Customer Manufacturer 20 Contacts Manufacturer Customer Manufacturer Manufacturer Customer Wholesaling Intermediary Customer Manufacturer Customer Manufacturer Contacts Marketing Channels for Consumer  Goods Producer Consumer Producer Retailer Producer Producer Wholesaler Agent/ Broker Wholesaler Retailer Retailer Consumer Consumer Consumer Marketing Channels for Business Goods Business User Producer Producer Agent/ Broker Producer Producer Agent/ Broker Business User Wholesaler Business User Wholesaler Business User Channel Design Decisions Analyzing Analyzing Consumer Consumer Service Service Needs Needs Setting Setting Channel Channel Objectives Objectives & & Constraints Constraints Identifying Identifying Major Major Alternatives Alternatives Intensive Intensive Distribution Distribution Selective Selective Distribution Distribution Exclusive Exclusive Distribution Distribution Evaluating Evaluating the the Major Major Alternatives Alternatives Channel Management Decisions Motivating Motivating Evaluating Evaluating FEEDBACK Selecting Selecting Next… Nature and Importance of Marketing  Logistics MGT301 Principles of Marketing Lecture­28 ...Summary of? ?  Lecture? ?27 Today’s Topics Place….Distribution  Channel….Marketing Channel Marketing Channel A set? ?of? ?interdependent organizations involved in the  process? ?of? ?making a product or service available ... Alternatives Alternatives Evaluation? ?of? ?Channel Alternatives  Economic Criteria ­Potential sales, costs and profits? ?of? ?channels  Control Criteria ­Amount? ?of? ?control company has over sales efforts... Channel Design Considerations 1. Length and width? ?of? ?distribution strategy ­Number and types? ?of? ?intermediaries ­Direct vs. indirect channels  2. Type? ?of? ?arrangement ­Conventional vs. vertical marketing systems