10.Distribution

10.Distribution - Place Distribution Place Distribution...

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Place Distribution
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Customers Company Competitors Target Market Selection Positioning Market Segmentation Product Place Promotion Price Customer Retention Customer Acquisition Profts The Marketing Mix Context Place Distribution
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Place: Channels of Distribution Specialization and division of labor Creates greater efFciency Provides lower costs Enables economies of scale Aids producers who lack resources to market directly
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Purpose of Marketing Channels Manufacturer Customer The tactical objective Create value for consumers through four utilities: Time-- Place-- Form-- Possession-- making the product available at a convenient time making the product available at a convenient place making the product in the form consumers want transfer product ownership to consumer
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Benefts oF Using Intermediaries Provide Assortment fnd a variety oF products Break Bulk buy in quantities you want Hold Inventory get the product when you want it OFFer Services promotion, delivery, warranty Market EFfciency buy From a Few sellers instead oF many
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Benefts oF Using Intermediaries 6x6 = 36 transactions 6+6 = 12 transactions
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Manufacturer Direct Channel Systems Mixed Channel Systems Indirect Channel Systems Channel Intermediaries Customers Channels for Reaching Customers
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Manufacturer Customers B2C Marketing Channels Indirect Channel Systems Reps/Agents Wholesalers Retailers Direct Channel Systems Direct Sales Internet Sales Direct Marketing Tele- marketin g Reps/ Agents
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B2C Marketing Channels Customers Customers Retailer Wholesaler Customers Retailer
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Manufacturer Business/Organization Customers
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10.Distribution - Place Distribution Place Distribution...

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