mp week 10 - Marketing Principles This week Chapters 11...

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MKTG1001: Semester 1 Marketing Principles This week… M ark etin g C h ann els (P lace) R etailing an d W holesaling g R esearch and Inform ation Chapters 11 & 4
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MKTG1001: Semester 1 What’s not in. .. R e ta iler M a rk tin g D c isio n s C h l R la tio sh ip T F u tu r o f R eta ilin y p s o ile rs/W le sa ler W lesa k ec d s in lin
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MKTG1001: Semester 1 Main Topics in this Chapter Logistics Channel Behaviour Channel Selection Retailing and Wholesaling
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MKTG1001: Semester 1 Logistics Network Supplier Manufacturer Distributor Retailer End- customer Sales data Just in time Quick response
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MKTG1001: Semester 1 Relationship to marketing Efficient, informed logistics system More products in stock Products suited to local demand Products volume varies to seasonal demand Less in-store storage Greater store usage Lower costs Lower prices
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MKTG1001: Semester 1 Channel Selection
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MKTG1001: Semester 1 Role of channels Physical distribution Storage, warehousing Promotion and sales Assortment building for consumers Supplier Manufacturer Distributor Retailer
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MKTG1001: Semester 1 Channel choices Manufacturer Consumer Manufacturer Retailer Consumer Manufacturer Wholesaler Retailer Consumer
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MKTG1001: Semester 1 What a wholesaler does Sell/promote Bulk breaking Build assortments Warehousing Transport Finance Risk bearing Market information
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MKTG1001: Semester 1 Which to choose? Manufacturer Consumer DIRECT Well suited to service firms = banks, unis, airlines, tradesmen Gives full control to manufacturer Much more complex business operations
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MKTG1001: Semester 1 Which to choose? Common with larger retail chains or major manufacturing Gives most control to retailer Manufacturer needs strong sales team Manufacturer Retailer Consumer
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MKTG1001: Semester 1 Which to choose? Common with smaller firms Has a specialist in each stage of chain Control varies, may lead to conflict Works best as a partnership approach Manufacturer Retailer Consumer Wholesaler
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MKTG1001: Semester 1 It’s not that easy… It’s not simply a matter of choosing channels The channels (retailer/wholesaler) must be willing to want to take on your product You need to deliver on logistics, branding, advertising support, and so on
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mp week 10 - Marketing Principles This week Chapters 11...

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