MGT 3300 Note 9 - June 8th, 2011 Marketing management...

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Marketing management June 8th, 2011
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labeling Closely interrelated with packaging Universal Product Code (UPC)
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Supplying-chain management A set of approaches used to integrate the functions of operations management, logistics management, supply management and marketing channel management so products are produced and distributed in the right quantities, the right locations and at the right time The supply chain includes all entities that facilitate product distribution and benefit from cooperative efforts.
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The rold of marketing channels in supply chains Marketing Channel ( Channel of Distribution, Distribution Channel) A group of individuals and organizations that direct the flow of products from producers to customers within the supply chain Marketing intermediaries Middlemen that link producers to other intermediaries or ultimate consumers through contractual arrangement or through the purchase
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The significance of marketing channels Marketing channel decisions influence the rest of the marketing mix Channel decisions determine: A product’s market presence Buyer’s accessibility to the product Entail long-term commitments among a variety of firms Difficult to change
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Marketing channels create utility Time Utility Having products available when the customer wants them Place Utility Making products available in locations where customers wish to purchase them Possession Utility Customers have access to the product to use now or store for future use
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Typical marketing channels for consumer products Producer Consumer s Retailers Producer Producer Producer Consumer s Consumer s Consumer s Retailers Retailers Agents or brokers Wholesale r Wholesale r A B C D
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Typical marketing channels for business products Producer Producer Producer Producer Organizational Buyers Organizational Buyers Organizational Buyers Organizational Buyers Individual distributors Individual distributors Agents Agents A B C D
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Multiple marketing channels and channel alliances Dual Distribution The use of two or more marketing channels to distribute the same product to the same target
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This note was uploaded on 03/06/2012 for the course MGT 3300 taught by Professor Sanjay during the Summer '08 term at Georgia Institute of Technology.

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MGT 3300 Note 9 - June 8th, 2011 Marketing management...

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