WK 11: PLACE Flashcards

1
Q

Place:

A

Delivering the product to the right customers at the right place at the right time using the right channels

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2
Q

Intermediaries:

A

Increase efficiency of distribution

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3
Q

Direct supply chain:

A

Producer —> consumer

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4
Q

Indirect supply chain:

A

Producer —> retailer —> wholesaler —> consumer

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5
Q

Pros and Cons of intermediaries:

A

Pros:

Increases efficiency/lower workload
Increased reach and exposure

Cons:

More competition
Lower profit margin per unit
Less knowledge on consumers
Limited/No control over marketing mix elements

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6
Q

Channel Conflict:

A

Conflicts/disputes between different partners in the same marketing channel

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7
Q

Intensive distribution:

A

Greater reach

Convience goods

Customer assistance not provided

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8
Q

Selective Distribution

A

Balance between reach and control

Shopping or specialty goods

Limited customer assistance

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9
Q

Exclusive distribution

A

Limited market coverage

Specialty goods

Customer service expected

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10
Q

Push vs Pull strategy

A

push is about pushing the product through channels to customers,

pull is about creating consumer demand that pulls the product to them

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11
Q

To Minimize the Risk of Channel Conflict:

A

Establish guidelines around minimum advertised price while recognizing that channel partners must earn fair returns to stay motivated

Try avoiding long-run agreements

Create systems where competing channels aren’t competing for the same set of customers

Diversify product offerings across different channels (e.g., launch exclusive products on your own website / store)

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12
Q

OmniChannel Marketing:

A

Cross-channel strategy that relies on integrating customers’ journey on different channels to create a seamless customer experience

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