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Unformatted text preview: AEM1200, Introduction to Business Management. AEM1200, Wednesday 2/18 Marketing (III) The four Ps: Place Retailing Logistics The Supply Chain The Distribution Effect on Your Food Dollar Distribution Utilities Created by Intermediaries Utilities
Form utility Taking raw materials and changing their form so that they Taking become useful products become Making products available when they are needed Making products available where they are needed Doing whatever is necessary to transfer ownership from one Doing party to another, including providing credit party Opening two-way flows of information between marketing Opening participants participants The provision of fast, friendly service during and after the sale, The including teaching customers how to best use products over time including Time utility Place utility Possession utility Information utility Service utility Wholesalers Wholesalers Retailers Retailers The Wheel of Retailing The
4. New Outlet Enters
Limited Service Low Price 1. Retail Outlet Starts
Low Price Limited Service Outofway Location
Passage Of Time 3. Retail Outlet
Higher Prices Higher Status 2. Retail Outlet
Raises Prices Better Location Adds Service A “New Definition” of Retailing “New
Retailers provide superior returns to their Retailers shareholders by being core members of the communities in which they embed themselves, providing compelling experiences in and out of their physical spaces to their customers, and actively managing relationships with stakeholders such as suppliers, other retailers and employees. and Based on R.A. Peterson, S. Balasubramanian / Retailing in the Based 21st Century, Journal of Retailing 78 (2002) 9–16 Non-Store Distribution Non-Store
E-tailing Telemarketing Vending Machines, Kiosks, Carts Internet Direct Selling Multilevel Marketing Direct Marketing Logistics Logistics
• Physical Distribution • Information Distribution • Inbound logistics
• Bringing raw materials, packaging, other goods and services and Bringing information from suppliers to producers information • Materials handling
• Movement of goods within a warehouse or factory • Outbound logistics
• Flow of finished products and information to business buyers and Flow consumers consumers • Reverse logistics
• Bringing goods back to the manufacture because of defects or for Bringing recycling recycling Transportation Modes Transportation Takeaways Takeaways
The supply chain is an integral part of the value The added of a product. added The section of the supply chain that reaches the The customer has uncommon power. customer Logistics is a significant source of competitive Logistics advantage for an organization (ie. Wal-Mart). advantage ...
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This note was uploaded on 03/08/2009 for the course AEM 1200 taught by Professor Perez,p.d. during the Spring '06 term at Cornell.
- Spring '06