15-Distribution - Shelf facings Category management...

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Distribution Professor Downs
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Degree of Distribution Exclusive distribution Rolls Royce, Rolex, Brioni, Manolo Blahnik Selective distribution BMW, Mercedes, Movado, Armani, 7 Jeans Intensive distribution Chevrolet, Guess?, soft drinks, cigarettes, milk
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Direct vs. Indirect Distribution Direct (manufacturer >>> consumer) Control Incur cost Expertise Deal with all problems Perform all marketing functions  
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Indirect  (manufacturer > wholesaler > retailer >  consumer) Lack of control Less expertise Focus on what you do best Others perform marketing functions Direct vs. Indirect Distribution
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Marketing Functions in  Distribution Channel Pricing Promotion Packaging Displaying Inventory  control Customer  service Credit Exchanges
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On the Street Product placement
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Unformatted text preview: Shelf facings Category management Planogram Supply Chain Goal >>> optimize profit Supply Chain Captain Financial power Access to consumers Consumer loyalty/demand Supply Chain Captain Bad captains Big 3 Wal-mart Good captains Toyota Honda Target Retail Shops 1993-2003 Chain drug stores Fast food restaurants Discount stores Beauty shops Taverns & bars Sporting good stores Gas stations Independent food stores Independent drug stores Barber shops Home centers Variety stores $26,280 +29% 139,720 +15% 9,000 + 9% 214,100 + 5% 65,900 0% 36,840- 3% 95,540- 7% 72,010- 8% 25,620-19% 37,490-20% 8,470-21% 6,710-33%...
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