session 20

session 20 - Administrations: First official marketing game...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
Administrations: First official marketing game run is due at 11:59pm on 04/01! ( if there are any technique problems for you, I can extend it to 5:00 pm on 04/02.) Users of windows vista or up may experience problems – the plan file is not updated even though you click “save” button to save your new plan. Please double check whether your plan file has been updated. Close your TMG program and open it again to see whether the number has been changed or not. Possible solution: Use 'Run as Administrator' when you are opening TMG.* right-click the TMG plan from All programs-> TMG select -' Run as administrator' from the shortcut menu * Please see the following link for the details of ' Run as Administrator'. http://www.computerperformance.co.uk/vista/vista_administrative_privileges.htm
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Marketing Channel The overlooked “P” (Place) Marketing Management Qiang Liu
Background image of page 2
3 Agenda Introduction: channels and intermediaries Three strategic decisions about channels Push or Pull Direct or Indirect Intensive, Selective, or Exclusive Channel structure evolution Quiz
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Channel A set of interdependent organizations involved in the process of making a product or service available for use by the consumer or business user. Number of intermediaries can vary Manufacturer Distributor Retailer Consumer Intermediaries
Background image of page 4
Why is Channel Management Important? Distribution related expenses average close to 30% of costs in U.S. economy Channel margins average 25% to 50% Budget for advertising is only about 5% of dollar sales. Wal-Mart accounts for a very large part of packaged goods manufacturers’ revenues (see table on next slide).
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Walmart’s share of CPG companies’ sales Source: Private label strategy: how to meet the store brand challenge By Nirmalya Kumar, Jan-Benedict E. M. Steenkamp
Background image of page 6
Tea Distribution in Taiwan 20,000 tea farmers in the hills of Taiwan -> 280 middlemen -> 60 tea refineries on the oceanfront. Tea middlemen had a bad reputation among both farmers and refineries “exploit the market by buying low and selling high” The governor-general of Taiwan set up a tea auction house in 1923 near the refineries. Farmers could ship directly to the auction house Tea would be bought by the highest bidding refinery Despite this, the middlemen survived and continue to operate to this day. The auction house has been closed.
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Tea Distribution in Taiwan: Role of Middlemen FACILITATING SEARCH They’d visit many farms -> finding high quality teas -> take samples to refineries -> ask for purchase orders Searched for buyers for the farmer’s harvest and
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 24

session 20 - Administrations: First official marketing game...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online