Lecture Ch 15 & 17_BB

Lecture Ch 15 & 17_BB - Jade S. DeKinder What You...

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Unformatted text preview: 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 Chapter 15: Managing Marketing Channels and Wholesaling Professor Jade DeKinder 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 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. Jade S. DeKinder We use intermediaries to… 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 Jade S. DeKinder Who are the intermediaries? Jade S. DeKinder Marketing Channels for Consumer Goods and Services Direct Channel Indirect Channels Jade S. DeKinder Marketing Channels for Business Goods and Services Like wholesalers Jade S. DeKinder Electronic Marketing Channels Jade S. DeKinder Factors Affecting Channel Choice and Management Environmental Consumer Product Company 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? Ch 17: Retailing 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 Jade S. DeKinder Fit 4 Ps Question: Where does “Retailing” fit in the 4 Ps? Where does “Retailing” fit in the 4 Ps?...
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This note was uploaded on 11/09/2010 for the course MKT 337 taught by Professor Mcallister during the Spring '07 term at University of Texas.

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Lecture Ch 15 & 17_BB - Jade S. DeKinder What You...

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