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disti Flashcards

1
Q

“A marketing channel is an avenue that marketing
professionals use to promote and distribute information
about their company, products, or services to their audience.
The purpose of a marketing channel is to build awareness,

generate leads, and drive sales.

”

A

wrike.com

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2
Q

Flexibility and Buying experience is crucial for satisfying customer’s needs
Land Based + Internet Based = Multiple Marketing Channels/Strategy
Effective monitoring of each marketing channel’s performance must take place
1. Finding the optimal multi-channel mix
2. Creating multi-channel synergies
3. Avoiding multi-channel conflicts
4. Gaining a sustainable competitive advantage via multi-channel strategy

A

THE MULTI-CHANNEL CHALLENGE

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3
Q
  • Retail store channels
  • Mail order channels
  • Wholesale distributor channels
  • Sales representative channels
  • Call center channels (AT&T)
  • Company sales force channels
  • Vending machine channels
  • Company-owned retail store channels
A

An Optimal Multi-Channel Mix

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4
Q

Channel portfolio (Collection of Marketing channels)

A

Financial portfolio

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5
Q

synergy means using one channel to enhance the effectiveness
and efficiency of other channels in the mix.

Customers doing research before buying a product or service.

Pinch hits (to do something for someone because they are
suddenly unable to do it) or the other channels takes over the
responsibility.

A

MULTI-CHANNEL SYNERGIES

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6
Q

A major obstacle to developing successful multi-channel strategies is the
emergence of conflict between different channels used for reaching the
same customers

Multiple channels may lead to competition

Zero-sum game: if one channel gains customers, then another channel
must have lost customers.

A

AVOIDING MULTI-CHANNEL CONFLICT

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7
Q

is a competitive edge that cannot
be quickly or easily copied by competitors.

A

sustainable competitive advantage

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8
Q

The Marketing Channel Defined Four terms in this definition should be
especially noted.

A
  • External - Operates

-Distribution Objectives - Contactual Organization

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9
Q

refers to anyone in a firm or
organization who is involved in marketing channel decision-
making.

A

channel manager

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10
Q

are to seek out
potential target markets and to develop appropriate and
coordinated product, price promotion, and distribution strategies
to serve those markets in a competitive and dynamic
environment.

A

major tasks of marketing management

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11
Q

covers the entire supply chain, from
product development to consumer delivery. Channel planning is
largely involved in the last steps of the supply chain when
marketing comes up with a product idea and logistics makes it.
The product is returned to marketing for delivery.

A

Logistics management

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12
Q

is a distribution route
is the path that a good or service takes from the point where it is
made or where it is bought or used. Most of the time, wholesalers,
and retailers, are the ones who stand between the producer and
the end customer.

A

marketing channels

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13
Q

are utilized in indirect distribution channels.

A

intermediaries

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13
Q

which can also be referred to as specialization, is the
practice of delegating smaller, more manageable tasks to workers so
that they can contribute to a larger, more involved activity.

A

Division of labor

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14
Q

the framework for deciding whether to use
intermediaries rests is

A

contractual efficiency

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15
Q

Group of channel member to which a
set of distribution task has been allocated.

A

CHANNEL STRUCTURE

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16
Q

The group of institution that assist
channel member in performing distribution task.

A

ANCILLARY STRUCTURE

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17
Q

anyone in the firm who is making
channel decisions is, while involved in that activity, is a ….

A

CHANNEL MANAGER

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18
Q

consist of firms that are
involved in extracting, growing, or making products

A

Producers and Manufacturers

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19
Q

or middlemen, are
independent businesses that assist producers and
manufacturers (and final users) in the performance of
negotiatory functions and other distribution tasks.

A

Intermediaries

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20
Q

Wholesalers consist of businesses
that are engaged in selling goods for resale or business use to
retail, industrial, commercial, institutional, professional or
agricultural firms, as well as to other wholesalers.

A

Wholesale Intermediaries

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21
Q
  1. Merchant wholesalers
  2. Agents, brokers, and commission merchants
  3. Manufacturers’ sales branches and offices
A

Types and Kinds of Wholesalers

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22
Q

Retailers consist of business firms
engaged primarily in selling merchandise for personal or
household consumption and rendering services incidental to
selling goods.

A

Retail Intermediaries

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23
Q

Assist the performance of distribution
tasks other than buying, selling transferring title.

A

Facilitating Agencies

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24
Q

• Transportation Agencies
• Storage Agencies
• Order Processing Agencies
• Third Party Logistics Provider
• Advertising Agencies
• Financial Agencies
• Insurance Companies
• Marketing Research firms

A

Types of Facilitating Agencies

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25
Q

The environment consists of myriad external, uncontrollable
factors within which marketing channels exist.

A

CHAPTER 3
the marketing channel and the environment

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26
Q
  1. Recession- economic slowdown
  2. Inflation –
  3. Deflation - resulting in a decline prices
    across a broad spectrum of good and
    services.
A

Economic Environment

27
Q

Horizontal competition
Vertical competition
Intertype competition
Channel system competition

A

Types of competition

28
Q
  1. GLOBALIZATION - focuses on the vast and
    complex trade flows among countries and
    the international supply chains that make
    huge flows of products and services across
    national boundaries possible.
  2. CONSUMER MOBILITY AND
    CONNECTEDNESS - Today’s highly mobile
    generation expects not only to cover a great
    deal of territory on a frequent basis, but to
    also be completely in touch with colleagues,
    friends and family in the process.
  3. SOCIAL NETWORKING - Networking—This
    term refers to interaction in networks
    comprised of individuals or organizations
    that are linked together based on some
    type of common interest, such as
    friendship, beliefs, hobbies, professional
    pursuits, special knowledge and many
    others.
  4. THE GREEN MOVEMENT - Movement—This
    is a term that has often been used to refer
    to a focus on preserving the environment
    and human health.
A

Sociocultural Environment

29
Q

GLOBALIZATION - focuses on the vast and
complex trade flows among countries and
the international supply chains that make
huge flows of products and services across
national boundaries possible.

A

GLOBALIZATION

30
Q

CONSUMER MOBILITY AND
CONNECTEDNESS - Today’s highly mobile
generation expects not only to cover a great
deal of territory on a frequent basis, but to
also be completely in touch with colleagues,
friends and family in the process.

A

CONSUMER MOBILITY AND
CONNECTEDNESS

31
Q

Sociat Networking—This
term refers to interaction in networks
comprised of individuals or organizations
that are linked together based on some
type of common interest, such as
friendship, beliefs, hobbies, professional
pursuits, special knowledge and many
others.

A

SOCIAL NETWORKING

32
Q

Movement—This
is a term that has often been used to refer
to a focus on preserving the environment
and human health

A

THE GREEN MOVEMENT

33
Q

Technology is the most continuously and rapidly changing aspect of the environment. Electronic Data Interchange - Electronic data interchange (EDI) refers to the linking

together of channel member information systems to provide real-time responses to

communication between channel members.

Scanners, Computerized Inventory Management, and Handheld Computers - Electronic scanning and computerized inventory management, enhanced by portable computers, cellular phone technology and the Internet, have created a new world in

retailing and wholesaling. The Digital Revolution and Smartphones - The potential for channel managers to use this technology strategically to enhance the design and management of marketing channels is practically unlimited.

RFID - This is a relatively new technology that uses a device called an RFID tag attached to a person or object, that enables that person or product to be identified and tracked using radio waves

Cloud computing is an internet-based technology that enables both large and

A

THE TECHNOLOGICAL ENVIRONMENT

34
Q

When these individuals or collectivities (firms or agencies) interact as members of the marketing channel, an interorganizational social system exists

A

THE MARKETING CHANNEL AS A SOCIAL SYSTEM

35
Q

Competition is behavior that is centered, indirect, and imper Conflict, on the other hand, as show >the preceding discussion is direct,

personal, and opponent-centered

behavior.

A

CONFLICT VERSUS COMPETITION

36
Q

• Role Incongruities
• Resource Scarcities
•Perceptual Differences
• Expectational Differences
• Decision Domain Disagreements
• Goal Incompatibilities
• Communication Difficulties

A

CAUSES OF CHANNEL CONFLICT

37
Q

This text is based on an underlying assumption of trust, commitment, and cooperation among channel members, with an emphasis on building viable relationships to achieve distribution objectives.

A

CONFLICT IN THE MARKETING CHANNEL

38
Q

context we are referring to the capacity of
a particular channel member to control or influence the
behavior of another channel member(s)

A

Power in the Marketing Channel

39
Q

to reward another if the latter
conforms to the influence of the former

A

Reward Power

40
Q

the opposite of reward power. In
this case a channel member’s power over another is
based on the expectation that the former will be
able to punish the latter upon failure to conform to
the former’s influence at tempts.

A

Coercive Power

41
Q

channel member has a
legitimate right to influence the other, and
that an obligation exists to accept the influence.

A

Legitimate Power

42
Q

they may see each other as being in
the same reference group

A

Referent Power

43
Q

derived from knowledge (or
perception of knowledge) that one channel member
attributes to another in some given area.

A

Expert Power

44
Q

provides the basis for sending and receiving information
among the channel members and between the channel
and its environment.

A

Communication Process in the Marketing Channel

45
Q

two basic behavioral problems that create communication
difficulties between the manufacturer and small independent
retailer in the channel structure:
(1) differences in goals between manufacturers and their
retailers
(2) differences in the kinds of language they use to convey
information.

A

Behavioral Problems in Channel Communications

46
Q

can be viewed as a special
case of the more general marketing strategy.

A

Marketing channel strategy

47
Q

• Whether or not the firm views distribution as worthy of
top management concern when developing overall
objectives and strategies, it must still deal with the issue
of the role of distribution in the marketing mix.

A

MARKETING CHANNEL STRATEGY AND THE MARKETING MIX

48
Q

• When motivating channel members, the strategic
challenge is to find the means to secure strong channel
member cooperation in achieving distribution objectives.
Channel strategy in this context involves whatever ideas
and plans the channel manager can devise to help achieve
that result.

A

MOTIVATION OF CHANNEL MEMBERS

49
Q

Optimizing the marketing mix to meet the demands of the
target market requires not only excellent strategy in each of
the four strategic variables of the marketing mix, but also an
understanding of the relationships or interfaces among them

A

USE OF MARKETING MIX IN CHANNEL MANAGEMENT

50
Q

• refers to decisions associated with developing new
marketing channels where none had existed before, or to
modifying existing channels.
• The first point to note in this definition is that channel
design is presented as a decision faced by the marketer
• A second point is that channel design is used in a broad
sense to include either setting up channels from scratch
or modifying existing channels.
• Third, when used in its verb form, the term design implies
that the marketer is consciously and actively
• Fourth, selection, as we use the term, refers to only one
phase of channel design—the selection of the channel
members.
• Final is the term channel design should be used as an
integral part of the firm’s attempt to gain a differential
advantage or sustainable competitive advantage in the
market

A

CHANNEL DESIGN

51
Q

• Producers
• Manufacturers
• Wholesalers (consumer and industrial)
• Retailers all face

A

ENGAGES IN CHANNEL DESIGN

52
Q

RECOGNIZING THE NEED FOR A CHANNEL
DESIGN DECISION

A

PHASE 1

53
Q

SETTING AND COORDINATING
DISTRIBUTION OBJECTIVES

A

PHASE 2

54
Q

SPECIFYING DISTRIBUTION TASKS

A

PHASE 3

55
Q

DEVELOPING POSSIBLE ALTERNATIVE
CHANNEL STRUCTURES

A

PHASE 4

56
Q

EVALUATING THE VARIABLES AFFECTING
CHANNEL STRUCTURE

A

PHASE 5:

57
Q

CHOOSING THE “BEST” CHANNEL
STRUCTURE

A

PHASE 6

58
Q

SELECTING THE CHANNEL MEMBERS

A

PHASE 7

59
Q

• Lambert offers another approach, by arguing that the
most important variables for choosing channel
structure are financial

A

Financial Approach

60
Q

• the financial approach serves as a useful reminder of
the importance of financial variables in choosing a
channel structure.

A

Using the Financial Approach

61
Q

• cost analysis (TCA) has become the focus of much
attention in the marketing channels literature.

A

Transaction Cost Analysis Approach Transaction

62
Q

Using the TCA Approach
• TCA has some limitations from the standpoint of
managerial usefulness

A

Using the TCA Approach

63
Q

• some pioneering attempts have been made to use
management science methods, such as operations
research, simulation, and decision theory, in an effort
to design optimal marketing channels

A

Management Science Approaches

64
Q

• These approaches still need much more development
before they are likely to find widespread application
to channel choice.

A

Using Management Science Approaches

65
Q

• As the name suggests, these approaches to choosing
channel structure rely heavily on managerial
judgment and heuristics, or rules of thumb.

A

Judgemental-Heuristic Approaches

66
Q

• Straight Qualitative Judgment Approach
• Weighted Factor Score Approach
• Distribution Costing Approach

A

Three approaches illustrating variations in judgmentalheuristic

reviewer (7 decks)

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