Week 6 - PowerPoint slides covering chapters 11 & 13

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Chapter 11 Place and Development of Channel Systems
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Marketing Strategy Planning Process
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CH 13: Retailers, Wholesalers & Their Strategy Planning Place objectives Direct vs. indirect Channel specialists Channel relationships CH 12: Distribution Customer Service & Logistics CH 11: Place and Development of Channel Systems Market exposure Marketing Strategy Planning for Place (Exhibit 11-1)
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Key Issues Product Classes Suggest Objectives Place System Is Not Automatic Decisions Have Long-run Effects Place Decisions Are Guided by “Ideal” Place Objectives
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Internet Makes Direct Distribution Easier Greater Control Lower Cost Direct Contact with Customer Needs Quicker Response or Change in Marketing Mix Suitable Intermediaries Not Available Some Some Reasons Reasons For Choosing For Choosing Direct Channels Direct Channels Channel System May Be Direct or Indirect
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The UK’s leading supermarket chain wanted to provide the freshest food possible in the most environmentally friendly way. Who did Tesco turn to for help? Channel Specialists May Reduce Discrepancies and Separations
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Sorting Bulk-Breaking Accumulating Assorting Channel Specialists Adjust Discrepancies with Regrouping Activities
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Role of Channel Captain Conflict Handling Whole-Channel Product- Market Commitment Choosing the Type of Relationship Key Issues In Channel Management Channel Relationship Must Be Managed
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Producers or Intermediaries May Be Channel Captains (Exhibit 11-2)
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Fairly good to good Contracts McDonald’s Complete One company ownership Florsheim Some to good Economic power and leadership General Electric Characteristics Type of channel Little or none None Typical “inde- pendents” Amount of cooperation Traditional Vertical marketing systems Administered Contractual Corporate Control maintained by Examples Vertical Marketing Systems Focus on Final Customers
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Selective = number of
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This note was uploaded on 06/15/2010 for the course MK 351DLB taught by Professor Joibascomb during the Spring '10 term at Park.

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Week 6 - PowerPoint slides covering chapters 11 & 13

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