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Unformatted text preview: Click to edit Master subtitle style 2/10/11 MKTg 301: principles of marketing Place Of all marketing decisions, the ones regarding distribution are the most far-reaching. Stern and Sturdivant (1987) Customer-Driven Distribution Systems Harvard Business Review 2/10/11 1. Price is the P that determines how much revenue will be made by a firm. 2. Two general pricing strategies are price skimming and price penetration. 3. Pricing strategy is the long-term approach to managing the 5 Cs of Price (company, customers, cost, competitors, and channel REVIEW: Pricing Chapter 13 and 14 2/10/11 Target Market Customers Direct Channel Systems Indirect Channel Systems Channel Intermediaries Mixed Channel Systems Marketing Channel 2/10/11 Target Market Customers Direct Sales Tele- Market ing Direct Marketi ng Online Market ing Direct Channel System 2/10/11 Reps/Ag ents Target Market Custo mers Manufac turer Retailer s Wholesa lers Indirect Channel Systems 2/10/11 Mixed Channel Systems Target Market Custo mers Manufac turer Retailer s Buy Online or Call1-800- WWW-DELL 2/10/11 Channel (Distribution) Strategy Customer s, Competitor s, and the Environment Channel Objectives and Functions Evaluation & Selection of Channels Feasible Channel Alternatives Channel Management 2/10/11 Channel Functions 1. Gather Information. 2. Promotion of product/service. 3. Storage and availability. 4. Buying and selling. 5. Financing and payment. 6. Physical possession and ownership. 7. Risk taking. 2/10/11 Channels Enhance Efficiency store 2/10/11 Selecting Channels { 8 0 5 8 9 1 B -5 1 F 4 -4 5 9 C -A 8 9 4 -C 3 A 4 B F E 0 6 F 5 } Fit marketing mix elements h overall strategy { F 0 5 9 8 0 4 2 -2 F 5 B -4 C 0 7 -B 6 4 F -3 8 7 5 0 C D D E 5 9 E } Value oduct benefits { 2 D 2 0 B 1 7 9 -A 2 A 5 -4 E A 1 -B 6 2 D -4 2 5 A B 4 1 F E F 9 } Performance { 2 E 0 2 6 4 5 -9 2 D D -4 6 4 5 -9 5 C A -7 0 F 8 0 2 B 3 E D E 1 }...
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This note was uploaded on 02/09/2011 for the course MKTG 301 taught by Professor Staff during the Fall '08 term at George Mason.

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12 place post - Click to edit Master subtitle style 2/10/11...

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