Place_-_Lau

Place_-_Lau - Place and the Development of Channel Systems...

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Place and the Development of Channel Systems 1
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Place Place - making products available in the right quantities and locations -- when and where customers want them. 2
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Place Distribution requires channel specialists to provide target customers with time, place and possession utility. Utility - the degree of usefulness a consumer gains from a product. 3
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Distribution Channel Structure Producer 1 Producer 2 Producer 3 Transport 1 Transport 2 Transport 3 Warehouse1 Warehouse2 Warehouse 3 Retail 1 Retail2 Retail 3 Customer
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Place Distribution requires channel specialists to provide target customers with time, place and possession utility. Utility - the degree of usefulness a consumer gains from a product. 3
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Place Channel of Distribution - any series of firms or individuals who participate in the flow of goods and services from producer to final user Channel decisions have long-run effects 4
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Place Channel decisions are more difficult to change than Product, Price or Promotion decisions. Why? 5
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Place Why? 1. Legal Contracts and other long-run obligations 2. It takes years to develop good channel contacts 3. Channel development requires significant financial investment. 6/7
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Channel specialists serve to improve time, place and possession utility. Specifically, these specialists solve discrepancy problems. e.g., 1. Discrepancies of quantity
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This note was uploaded on 06/26/2011 for the course MK 640 taught by Professor Dr. during the Spring '11 term at North Alabama.

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Place_-_Lau - Place and the Development of Channel Systems...

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