Apr exam - Chpt 12 Flashcards
Compare different transportation modes
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Describe differences and similarities between logistics, distribution, and supply chain
p. 28
Supply chain - complete sequence of suppliers to create good/service and deliver to business user or final consumer
Logistics - coordination among supply chain members
Describe channel decisions
Distribution Intensity p. 27
- Intensive - in nearly every available outlet
- Selective - limited number of distributors
- Exclusive - limits coverage to specific geography
Describe types of retail locations
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How do retailers compete?
p. 26
- ID target market
- Select Product Strategy and Customer Svc Strategy
- Select Pricing Strategy
- Choose location
- Promotion strategy
- Create store atmosphere
History of retailing
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Describe marketing intermediaries such as wholesalers, retailers, and nonstore retailing
Wholesalers can be independent or manufacturer owned. Sell to retailers, other wholesalers or business users pp 22-23
Retailers - sells good/service to end user. Either via store or nonstore
Nonstore p 25
Internet Auto merchandising (vending machine)
Direct response - catalog, telemarketing, print or TV ad
Direct selling - Amway, Avon, Herbalife, Tupperware
Describe the relationship between manufacturers, market intermediaries, and customers
Used for inexpensive products sold to thousands of consumers in widely scattered locations.
- lowers cost of goods to consumers
Describe a distribution strategy
p. 18 Decisions made about:
- marketing activities
- channels to use (retailers and wholesalers)
Why are labelling and packaging important?
Packaging - durability, image, convenience, cost and identification
Labelling - must meet legal requirements of market. UPC - Universal Product Code read by scanner
What is brand equity? Brand loyalty? Differences between them?
Brand equity - added value of respected & successful name. Product is first one to come to mind
Brand loyalty has levels:
Recognition - aware of brand but not preferred
Preference - chosen over a competitor
Insistence - brand sought out and no substitute accepted
What are brand categories?
- Manufacturer - Nike, Cheerios, Tide
- Private/Store - Safeway or Costco brand
- Family Brand - Axe shampoo/deodorant/cologne
- Individual- each product in line is distinct - Tide, Cheer and Dash detergents all made by one producer
Describe stages of product development
p 12 slide
How is the product life cycle related to marketing strategy?
Marketing tries to extend life cycle as long as it is profitable.
- increase frequency of use
- add new users
- find new uses for product
- change package size, label and design
Describe product life cycle and how profits change during the cycle
4 stages - Intro- Growth- Mature - Decline
Intro - spend to promote demand
Growth - Sales climb and profits build
Mature - Sales saturate and expanding profits tough
Decline - sales and profits fall
