nol buy e rs. They include: Resellers Physical Distribution Firms Marketing Services Agencies Financial Intermediaries Resellers - distributionchann e lfirmsthat helpthe compa n yfind custom e rsor make salesto them (i n cludin g whol e sal e rs & r e t ail e r s, who bu y andres e llm e rcha n dis e ) ***Selecting a RESELLER i s N O Teasy: m anufa ct urersnowface larg e r e sell e rorgani z ationssuchas:Wal - Mart , Targ e t , HomeDepot , Costco , andB e stB u y . Theyhavesomuchpow er that th e y di ct atet er ms or can even shutthe manufa ct ur e rout of larg e mark e ts. Physical D istributio n Firms - h e lpth e companystockandmovegoodsfro m their pointsor originto th e ir desti n ations . When workingwith war e ho u seandtranspo rt ationfirms , a companym u stdecidethe BEST WAYSto ST O REandSHIPgoods , whil e bala n cin g factorssucha s C O ST ,D ELIVERY , SPEE D, andSAFETY . Marke t ing ServicesAge n cies - arethe marketingr e s e archfirms , advertisingagencies , andmarketing consultingfirmsthat help t he companytarg e t a n d promot e itsproduct s toth e righ t markets Fi n a n cialI n termediaries - include : banks , creditcompani e s , a n d oth e r business e s that h e lpfinanc e tra n sa ct io n sor insureagainst t he risksassociat e dwith th e buyingands e llingof goods " A Company must partner effectively with Marketing I n termediaries t o optimi z e performance of t he entire system . " " Work with Intermediaries as partners rather t han channels through which they sell their produ ct s . " Ex:Whe n Co ca - Colasig n sasan exclusivebeverageprovider , they are alsoprovidingpowerful marketi n g suppo rt . (i . e . OU Campusissponsoredby Coca - Cola) Fountai n Soft D rink: Co ca - Cola =6 8 % 5 1Page
. ', .. Pepsi = 22 % Customers Th e compon y should study 5 t y pes o _ custom e r morkets closely . 5ty p es: Consumer Markets Business Markets Reseller Markets Government Markets International Markets Consumer Markets - c o nsists of people that buy g oods and services for personal c o nsumption BusinessMarkets - bu y goods and se rv ices for further processingor for use in their production process Re s eller Markets - buy goods and servicesto resell at a profit Government Markets - are made up of government agencies that buy g ood s and se rv ice s to others who need them International Markets - consistof a ll these buyers in other countries , including consumers, producers , reselters , and government s " Each market type has special characteristics that call for careful study by the seller. " 61-Pag e
Competitors " Th e Mork e ting Conc e pt st a tes thot to be succ e ssful , o compony must provide gr e oter customer v a lu e a nd sotis l oction th a n its co m petitors do. " Thus, they must do mor e th a n meet needs. They must goin str a t e gic odvontoge b y positioning their o _ J e rings strongly og o inst the co m p e titors" o j _ e rings in the minds o _ the consu m e rs .
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