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Marketing An Introduction > Place > Flashcards

Place Flashcards

1
Q

Place in marketing meas

A

Distribution

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2
Q

A mkt channel or distribution channel

A

specific set of interdependent organizations that play a role in making a product/service available for use/consumptions by the consumer/business customers

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3
Q

Value delivery network

A

composed of company, suppliers, distributors, customers who partner with each other to improve the performance of the entire system in delivering customer value

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4
Q

Channel level

A

layer of intermediaries that performs some work in bringing the product and its ownership closer to final buyer

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5
Q

5 major types of channel partners

A

retailers
wholesalers
drop-shipper
rack jobbers
brokers

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6
Q

Retailers

A
  • primarily sell to consumers
  • also buy suppliers at other retailers
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7
Q

wholesalers

A

sells items to retail stores that will then sell them to individual customers for a higher price

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8
Q

drop shipper

A

any kind of mail order is, in channel terminology, “drop
shipped.”

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9
Q

rack jobbers

A

a company or trader that has an agreement with a retailer to display and sell products in a store.

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10
Q

broker

A

never take possession of the goods,
they only negotiate the transfer.

e.g stock brokers, insurance

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11
Q

direct mkt channel

A

a mkt channel that has no intermediary level, sells directly to customers

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12
Q

indirect marketing channel

A

a marketing channel containing one or more intermediary levels

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13
Q

Conventional distribution

A

a channel consisting of one or more independent producers, wholesales, retailers. Each seperate business seek to mazimize its own profits

producer-> wholesalers -> retailers -> consumers

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14
Q

Vertical Marketing Systems

A

the producer of a product owns
or directly controls some or all of its channel partners.

(work together) (producer, wholesaler, retailer) -> consumer

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15
Q

3 kinds of VMS

A
  • Corporate VMS
  • Administered VMS
  • Contractual VMS (Franchise)
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16
Q

Corporate VMS

A

large organization**, such as George Weston Limited, that owns many food producers and hundreds of food retailers; and Zara, which owns almost every stage of its distribution.

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17
Q

ADMINISTERED VMS

A

less formal organization where one large
company can wield influence simply due to its size and power—such as General Electric.

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18
Q

CONTRACTUAL VMS (FRANCHISE)

A

A contractual vms in which a channel member (franchisor), links several stages in the production distribution process

19
Q

3 types of franchises

A
  1. manufacter-sponsored retailer franchise system
  2. manufacturer-sponsored wholesaler
    franchise system
  3. the service-firm sponsored
    franchise system
20
Q

Horizontal Marketing Systems

A

a system or organization of many companies, all of
which operate at the same level in the channel, such as the Star Alliance group of airlines
that share customers and share frequent flyer points.

21
Q

Multichannel (Hybrid) Distribution Systems

A

combination of direct channels and indirect channels to reach its final customers (usually customers in different market segments) in a number of different ways.

22
Q

partner relationship management (PRM) to

A

forge longterm partnerships with channel members.

23
Q

Channel conflict

A

disagreements among mkt channel members on goals/roles/rewards

24
Q

Evaluating channel members

A

recognize and reward intermediaries
who are performing well and adding good value for consumers.

25
Q

Disintermediation

A

replace intermediary by a different kind of intermediary
e.g: Netflix replaced BlockBuster

26
Q

Three types of Distribution Strategies

A
  • intensive distribution
  • selective distribution
  • exclusive distribution
27
Q

Intensive distribution

A

stocking the product in as many outlets as possible
-> convenience store strategy

28
Q

Selective distribution

A

the use of more than one but fewer than all of the intermediaries that are willing to carry the company’s products
(few, carefully selected)

29
Q

exclusive distribution

A

giving a limited number of dealers the exclusive right to distribute the company’s products in their territories

-> purposefully limit

30
Q

4 Major channel design decisions

A
  1. analyzing customer needs
  2. setting channel objectives
  3. identifying major alternatives
  4. evaluating the major alternatives
31
Q

setting channel objectives 3 decisions + 5 influences

A
  • targeted level of customer service
  • which segments to serve
  • best channels to use in each case
  • influenced by nature of company, its products, mkt intermediaries, competitors, environment
32
Q

what to consider for major alternatives 3

A
  • types of intermediaries (indirect/direct)
  • number of intermediaries (intensive -> exclusive)
  • responsibilities for each member
33
Q

alternatives allocation ways 3

A
  • economic criteria, a company compares the likely sales, costs, and profitability of different channel alternatives.
  • Using control issues means giving them some control over the marketing of the product, and **some intermediaries take more control than others**.
  • Using adaptive criteria means the company wants to keep the channel flexible so that it
    can adapt to environmental changes.
34
Q

Supply chain management

A

manage upstream and downstream value-added flows of materials, final goods, and related information among supplers/company/resellers and final consumers

35
Q

marketing logistices (physical distribution)

A

planning, implementing, controlling the physical flow of materials, final goods and related info

from points of origin to point of consumptions

to meet customer requirement at a profit

36
Q

Just-in-time

A

managing things so that the parts or supplies you need arrive just in
time to be used in the manufacturing process.

37
Q

outbound distribution

A

(moving products from the factory to
resellers and ultimately to customers),

38
Q

inbound distribution

A

(moving products and
materials from suppliers to the factory)

39
Q

reverse distribution

A

(moving broken,
unwanted, or excess products returned by consumers or resellers).

40
Q

goal of marketing logistics

A

provide a targeted level of customer service
at the least cost.

41
Q

warehouse

A

large building where items are stored.

42
Q

distribution centre,

A
  • large building where items are
    stored.
    nothing is stored for very long; it’s just a
    point for shipments to come in, then be re-distributed (say, to local retailers) and go out.
43
Q
A

Marketing An Introduction (10 decks)

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