Lecture Ch 15 & 17_BB

Lecture Ch 15 & 17_BB - WhatYouShouldKnow...

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Jade S. DeKinder What You Should Know… The 3 final steps in setting price The four common approaches to setting  approximate prices The two common price policy options for  setting a list or quoted price
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Chapter 15: Managing Marketing  Channels and Wholesaling Professor Jade DeKinder
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Jade S. DeKinder What You Will Know… The three functions performed by  intermediaries The difference between direct and indirect  channels The factors that impact channel choice
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Jade S. DeKinder Marketing Channel Consists of individuals and firms involved in the  process of making a product or service available for  use or consumption by consumers or industrial users.
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Jade S. DeKinder We use intermediaries to…
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Jade S. DeKinder We use intermediaries to… Be more efficient: reduce the number of contacts Allow firms to focus on core competencies Reduce financial risk and investment
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Jade S. DeKinder Who are the intermediaries?
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Jade S. DeKinder Marketing Channels for  Consumer Goods and Services Direct  Channel Indirect  Channels
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Jade S. DeKinder Marketing Channels for Business  Goods and Services Like  wholesalers
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Jade S. DeKinder Electronic Marketing Channels
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Jade S. DeKinder Factors Affecting Channel  Choice and Management Environmental  Consumer  Product  Company
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Jade S. DeKinder Channel Design Considerations Which will provide the best coverage of the  target market? Intensive, exclusive, selective distribution Which will best satisfy the buying  requirements of the target market? Information, convenience, variety, pre- or postsale  services Which will be the most profitable?
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Ch 17: Retailing
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Jade S. DeKinder What You Will Know… The consumer utilities created through retail The classifications of retail outlets: form of  ownership, level of service, and merchandise  line The components of the retailing mix
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Jade S. DeKinder Fit 4 Ps Question:  Where does “Retailing” fit in the 4 Ps?
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