Chapter 12

Chapter 12 - The Place Element of the Marketing Mix...

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© Emmelhainz and Grantham, MARK 3000 1 ©Emmelhainz and Grantham MARK 3000 The Place Element of the Marketing Mix Marketing Channels and Supply Chain Management Chapter 12 ©Emmelhainz and Grantham MARK 3000 Supply chain management • Seamless management of all activities through which raw materials are transformed into products and made available to final consumers. ©Emmelhainz and Grantham MARK 3000 The supply chain Components Consumers Mfg Resellers Raw Mtls The supply chain Physical supply network Marketing channel Sometimes called value chain or demand chain
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© Emmelhainz and Grantham, MARK 3000 2 ©Emmelhainz and Grantham MARK 3000 Marketing Channels A set of interdependent organizations involved in transfer of ownership as finished products move from producer (mfg) to consumer. ©Emmelhainz and Grantham MARK 3000 Channel Intermediaries Retailer sells mainly to final consumers. Merchant Wholesaler Buys and takes title to goods from mfg. Stores, ships, and sells to other businesses Agent and/or Broker Facilitates sale between mfg and others. Does not take title ©Emmelhainz and Grantham MARK 3000 Marketing Channel Functions Specialization and division of labor Overcoming discrepancies Providing contact efficiency
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© Emmelhainz and Grantham, MARK 3000 3 ©Emmelhainz and Grantham MARK 3000 Specialization and Division of Labor ± Intermediaries develop skills in selling ± Know customers and build relationships ± Efficient in handling large marketing mixes and financing ± Understand merchandizing (how to position items to sell) ©Emmelhainz and Grantham MARK 3000 Overcoming Discrepancies Discrepancy of Quantity Discrepancy of Assortment Difference between efficient production volumes and volume desired by end customer Difference between mix of items
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This note was uploaded on 05/26/2011 for the course MARK 3000 taught by Professor Emmelhainz during the Spring '07 term at UGA.

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Chapter 12 - The Place Element of the Marketing Mix...

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