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Year 1 - Introduction to Marketing > week 20 > Flashcards

week 20 Flashcards

1
Q

what are disributio/marekting channesl

A

set of interdependent organisation that help mamke product avalaible for use/consumption by consumer/bs user

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2
Q

what are the 2 types of marketing chnnels

A

direct distributino

indirect distributio

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3
Q

what is direc tdistribution

A

producer to end user

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4
Q

what are the 4 stages of the marketing channes

A

producer

wholesaler

retailer

end user

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5
Q

what are the 5 types of flows in mkting channels

A

physcial flow

flow of ownership

payment flow

information flow

promotion flow

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6
Q

what is phsycial flwo

A

journey from manufacturer to shelves and fro shelves to consumes

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7
Q

waht is flow of owneship

A

who carries repsonsiblty for products ,

financial risk and repsonsibilies

who will pay for damages and insurance

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8
Q

what is payment flow

A

how studfd paid for ?

more retiler - more expensive as every retailer/middle man adds a margin on top

we can say direct distribution can reduce payment flow

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9
Q

what is information flow

A

when consumer buy certian types of things - this can generate info about consumer and demand in mkt

info needs to make way back to producer info goes back through channel to reach manufacturer

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10
Q

what is promotion flow

A

adv ,mkting

responsibility of utting out adv and sales promo

need to be regulated and demarcaref

affects price control too

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11
Q

what are the two types of conflicts in marekting channels

A

horizontal

vertical

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12
Q

the mor elements added in distrbuition channel the more likely

A

conflicts are to occur

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13
Q

what is horixontla conflict

A

conlict that is at same level - e..g retailter v retailer

2 shops nearby - one decreases price - cosnuemr sswitch and decrease from other stores customers
producer may ned to interven

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14
Q

verticla distribution

A

happena t diff elvel between two reps of distribution channel

can be 2 going at it or more

e.g.retailer v producer
franchise angry at mcdonals for new rules as affects customemr service

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15
Q

waht is direct sellign and waht is it aka

A

producer to end user

consumers also selling to otehr consumrs

direct to consumer

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16
Q

give exape direct distribution

A

apple selling from apple store

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17
Q

what is ratinoal for intermediaries

A

sometimes cannot have direct acces to some whole saler

for every individual item if you had to go to every singe seller v complicated for consumer

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18
Q

what do retailers do

A

primarily sell goods and service directly ro dinal consumer for peronsla uses

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19
Q

who do wholesalers sell to

A

primarily sell to other firms who are buying for resale or business use

20
Q

what do wholesalers often buy

A

large quanity of products directly from proucer

21
Q

who/wheredo wholesalers operate

A

beind scence and largelyt unkow to customer

22
Q

wholesaler opreate between who

A

producer and retailer

23
Q

what are limited line / speciality stores/category killers

A

selling wide range of a type of product

meaingn less profitable and feasible for dpt stores and general stores to sellprodcu

e,g, schuh

toys r us

24
Q

what id the diff between supermarkets and super stores

A

market - in cities
stores - outside of cities

25
Q

whatr are th 3 types of ecomomerce

A

web aggragtors

web speilaists

web direct

26
Q

what are web aggregators

A

department stores sellign wide range of product

e.g. amazon and ebay

27
Q

what are web specialists

A

just sell one type of thing

e,g, asos

28
Q

waht is wev direct

A

direct distributino - sell irectly ro consumer e.g. alibab

29
Q

why would aband use catlaogues and mail/phone orders

A

a way of selling that fits consumers

30
Q

what is a hybrid retial store

A

introducing tech into stores

e.g virtual try ons
scan qr code and get indor about product ingerdients

31
Q

what is an ominchannel store

A

selling through many diff ways

e.g retailers , directly ,

mixing digital w phsycoal selling

32
Q

3 typees of distributino intentsity

A

intensive

selective

exclusie

33
Q

what is intensive distribution intensity

5/7 main points

A

higher reach and higher cost

widespread market coverage
widely accepted channel
diversity of outlets
multiple locations
convenience orientated

want you as a producer to have access to as many points of sales as possible

34
Q

with intesive distribution intensity as a producer what dod yuo want to have

A

access to as many points of sales as possibel

35
Q

what si less important in intensive distrinution

A

customer service

36
Q

give example of distributino intensity product

A

dairy milk choclate bar

37
Q

what is exclusive distribution intensity

A

higher control, better customer support

important channel for strong brands

image focused channel

control over commm , service and price

few channel locations

emphasis on experience

38
Q

why do we care about customer support in exclusive distribution

A

want to eb in contorl of promo and custimer service

39
Q

why do we go for exclusive location in exclusive distribution intensity

A

we asuuming dont need to be clsoe to customer as trhey can and are willing to travel

40
Q

what is selective distributino intensity

A

in the middle of intensive and selective

41
Q

what is selective distribuion intesnity

A

moderate market coverage

well established channels

less generic format than intense channels

moderate number of outlets

consumer shodl be willing to travel to store

42
Q

selective distribution is well suited for what type of product

A

shopping products - modeate level of involvement

43
Q

what do we identify with selective distribution and why

A

zones cnsumer may eed to acccess goods - to allow for travel ?

44
Q

what is webrooming

A

lookign something wanna buy online then buying in shop

from web to room

e.g. shoes

45
Q

what is showroomign

A

looking at somethign wanna buy in shop then later buying it online , usually at a lower price

from the show to the room

e,,g tv , electric , home appliances

46
Q

what products would we use for showrooming

A

shopping o medium levle of engagmer

for convenience - sue ot to ompare

47
Q

why is showrooming uncommon w luxury/speciality products

A

as consmer expeirnce matter, we vlaue the experuience

we dont just lok for chapreest price

Year 1 - Introduction to Marketing (15 decks)

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