Chapter 15 Flashcards
Marketing Channel
Individuals and firms involved in the process of making a product available for consumption by consumers
Multichannel Marketing
Blending different communication and deliver channels that are reinforcing in attracting, retracting and building relationships with consumers who shop intermediaries or online
Dual Distribution
Arrangement whereby a firm reached different buyers by employing two or more different types of channels for same basic product
Vertical Marketing Systems
Professionally managed and centrally coordinated marketing channels designed to achieve channel economics and max marketing impact
Intensive Distribution
Density whereby a firm tries to place its products in as many outlets as possible
Exclusive Distribution
Density whereby only one retailer in a specific geographic carries the firms products
Selective Distribution
Density whereby a firm select a few retailers in a specific geographical area to carry its products
Channel Conflict
Arises when one channel member believes another member is engaged in behavior that prevents it from achieving its goal
Disintermediation
Channel conflict that arises when a channel member bypasses another member and sells or buys product direct
Logistics
Activities that focus on getting the right amount of the right product to the right place at the right time at lowest possible cost
Supply Chain
Sequence of firms that perform activities required to create and deliver a product to ultimate consumer users
Bullwhip Effect
Tendency for supply chain managers a different levels in o exaggerate the need to incr/decr inventory in response to lack of predictability
Customer Service
Ability of management to satisfy users in terms of dependability, communication, convince
What is Starbucks Doing?
Starbucks is repositioning itself as premium brand by reducing discounts and promotions
Vendor-Managed Inventory
Inventory Management system whereby the supplier determine the product amount and assortment a customer needs and automatically delivers appropriate item
Reverse Logistics
Reclaiming recyclable material from point of consumption or use for repair, remanufacturing, redistribution, or disposal
Transactional Function
-Buying
-Selling
-Risk taking
Logistical Function
-Assorting: Buying from different companies
-Storing: Convenient Location
-Sorting:
-Transporting
Facilitating Function
-Financing: Extending Credit
-Grading: Inspecting, Testing
-Marketing Info and Research: providing info to customers and suppliers
Who is a Direct Producer Without an Intermediary
Schwan’s Food, IBM, Dell.com
What is an Example of a Vertical Marketing System?
A Franchise
4 Buyer Requirments
Information
Convince
Variety
Pre or Post Sale Service
Vertical Conflict
Between Different Levels in a Channel
Horizontal Conflict
Between Members at Same Level
