L22 retailing and wholesaling Flashcards
what are the types of marketing channels
- direct
- 3 indirect
what is a direct marketing channel
means the producer and the ultimate consumers deal directly with eachother
what is an organisational buyer
those manufacturers wholesalers retailers service companies NFP orgs. and govt. agencies that buy products and services for their ow use or for resale
what are the 4 markets organisational buying is divided into
-industrial
-reseller
-government
-non-profit
what are the 2 industrial markets
- industrial firms; companies that primarily sell physical goods
-service companies; service markets sell services - both reprocess= product or service they buy before selling it again to the next buyer
what are reseller markets
wholesale and retailers that buy physical products or services and resell them again at a profit without any reprocessing
what are government markets
govt. agencies that buy products and services for use in the production of public goods and services
what are non-profit markets
buy products/services for use in the production of public goods/services
what are the market characteristics of organisational buying
- derived based on demand
- large Sie of the order or purchase
- limited number of potential buyers
what are product/service characteristics of organisational buying
- techical specifications
- may be raw/unfinished
- high level of service and post sale support
what are buying process characteristics
-technically qualified and professional buyers
- multiple parties involved
- buying criteria are spelled out
- negotiation between the buyer and sellers
-delivery schedules
what are the marketing mix characteristics
- direct selling to organisational buyers is the rule and distribution is very important
- advertising and other forms of promotion are technical
- price is negotiated
- frequently affected by quality discounts
what is the buying centre
the group of people in an org. who are responsible for facilitating the selection and purchase of products and services
what are the 5 roles that a individual in a buying centre can play
- users; actually use the product
- buyers; have formal authority to negotiate with the seller
- influences; help define specifications for what is bought
- gatekeepers; control the flow of information
- deciders; have the formal power to approve contracts
what are the type of buying decisions
- new buy; greater risks as first time buyer, higher level of info is required and buying centre is larger
- modified buy; modification from a previous order, more competitive among suppliers, moderate level of info required
- straight buy; reordering an existing product, familiar suppliers, little info required
how does retailing create value through the 4 utilities
time
place
form
possession
what is retailing
includes all activities involved in selling, renting, and providing products and services to ultimate consumers
what re the levels of service in retailing
self service
limited service
full service
what are the types of retailers
independent retailer- owned by individual
corporate chain- multiple outlets under common ownership
what are the components of the retail mix
retail pricing
store location
retail communication
merchandise
