MM1 - Lecture 19 - Nov 3 2011 - OnCourse

MM1 - Lecture 19 - Nov 3 2011 - OnCourse -...

Info iconThis preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing Management 1 November 3, 2011
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Learning Objectives n Explain what a marketing channel is and why channels are needed. n Describe and understand channel structures. n Discuss the issues that influence channel strategy and channel relationship. n Understand classification of retailers. n List the major tasks involved in developing a retail marketing strategy.
Background image of page 2
Why do we care about channels of distribution? n You have a great product, you come up with a great promotional plan and have determined just the right price to reach you target consumers --- n Is it Enough?
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Household Retailer What are Channels? P a r t s o d u c Manufacturer Supplier
Background image of page 4
n A set of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumer. n The use of intermediaries results from their greater efficiency in making goods available to target markets. n Offers the firm more than it can achieve on its own: q Efficiency leading to overall gain q Specialization in its own domain of expertise q Economies of Scale q Can often be a source of Competitive Advantage  What are Channels? 
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
= Customer = Manufacturer A. Number of contacts without a distributor M x C = 3 X 3 = 9 1 3 2 4 5 6 7 8 9  A scenario without channels…. 
Background image of page 6
= Store = Customer = Manufacturer B. Number of contacts with a distributor M x C = 3 + 3 = 6 Store 1 2 3 4 5 6  A scenario with channels….Efficiency Gains
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Why should Sony care about its Channel  Partners?
Background image of page 8
T ran sp o r ta t io n In v a C om u ica S e rv ic in g F an c R isk ak ing P h y s l D is tr ib fo rm ion ven to ry What Can Channels Do?
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 10
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/23/2011 for the course MGCR 2049 taught by Professor Edwardbierbrier during the Fall '10 term at McGill.

Page1 / 34

MM1 - Lecture 19 - Nov 3 2011 - OnCourse -...

This preview shows document pages 1 - 10. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online