mrkting 360.docx - Topics this Week • What’s the role...

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Topics this Week • What’s the role of marketing channels? • What are intermediaries and why do we need them? • How do we manage marketing channels? • Why do marketers need to think about supply chain management? • What is the main supply chain functions? P as in Place Making the product available to end customers In the right place At the right time Marketing Channels Manufacturer Consumer Products Information Payment Information The Supply Chain Raw Materials Parts Producer Wholesaler (sometimes intermediaries) Retailer (Intermediaries) Consumer Why Do We Need Intermediaries? Specialization and division of labor Providing contact efficiency Specialization and Division of Labor overall activity: making and selling soda Manufacturers focus on production, branding Bottlers focus on packaging and distribution Retailers focus on selling soda to end consumers Providing Contact Efficiency • Reducing the number of contacts required between a manufacturer and potential buyers. Intermediaries Offer.. • Making product available in form (e.g., number of units) preferred by consumer Form Utility • Making product available in location preferred by consumer Place Utility • Making product available at time preferred by consumer Time Utility • Channel members facilitate transaction by temporarily taking ownership Exchange Utility
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Types of Channel Structures Consumer Consumer Consumer Consumer Producer Producer Producer Producer Retailer Retailer Retailer Wholesaler Wholesaler Agent Direct Channel Choosing a Channel Strategy What level of distribution intensity? (intensive, selective or exclusive) How many channels? Whether and which intermediaries to use? Which retailers to use? Level of Distribution Intensity Exclusive distribution Selective distribution Intensive distribution Intensive Distribution • Goal: reaching as many buyers as possible. • Assumes convenience is important, consumers not willing to travel to buy
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