supply chain, channel management and retail Flashcards
importance of marketing channel/supply chain management
firms integrate suppliers, manufacturers, warehouses, stores and transportation
right quantities
right locations
right time
marketing channel members add value (3)
fulfilling delivery promises
meeting customer expectations
creating efficiencies and reducing costs
types of conflict between marketing channels
horizontal conflict
vertical conflict
channels
manufacturer
wholesaler
retailer
consumer
vertical marketing systems
all channel partners act as a united system with common goals and reduced conflict
strategic relationships
mutual trust open communications common goals interdependence credible commitments
distribution and logistics
technology facilitates shipments
electronic data interchange (EDI) - computer-to-computer exchange
radio frequency identification (RFID) - track packages
automatic ordering systems
manufacturers: plan production schedules
retailers: optimal order quantity
customers: always on the shelf
just in time inventory systems
distribution strategies
intensive distribution
selective distribution
exclusive distribution
what is retailing
selling goods directly to final consumers for their personal use
food retailers
general merchandise
service retailers
benefits of stores for consumers
browsing touching and feeling the product personal service cash and credit payment entertainment and social interaction instant gratification risk reduction
retail store atmospherics
design and layout
lighting
music
smell crowding
benefits of online and multichannel shopping
greater selection greater convenience more detailed info unique opportunity to collect info about how consumers shop improve shopping experience
