Marketing Unit Test Essay

Submitted By jessixazon88
Words: 1591
Pages: 7
Open Document
MARKETING UNIT TEST 3 NOTES
THE PLACE
1. Nature and importance of marketing channels
Role of intermediaries
The distribution system involves INTERMEDIARIES (middlemen) that facilitate the transportation from producer to consumer.
2. Value created by intermediaries
Perspective of the producer
Transactional Function ( buying, risk taking +selling)
Logistical Function (gathering, storing, dispersing)
Facilitative Function (making the product more attractive/ fit the branding appeal of the product)
Perspective of the consumer
Time  to have the product WHEN they want it
Place  to have the product WHERE they need it
Form  to appeal to the consumers’ ego/ branding identity
Possession  to have WHAT you want in relation to time
3. Channel structure and organization
(1) Producer  Consumer
Direct System – reflective of most services and small operations
Example: carpentry, farmers market
(2) Producer  Retailer  Consumer
Indirect system – reflective of large items such as vehicles (i.e. Ford) and stores that can handle volume storage
Example: sears, the bay
(3) Producer  wholesaler  Retailer  consumer
Indirect System – reflective of law cost/value items that turnover frequently
Example: hostess, Trident gum, magazines
(4) Producer  Agent/Broker  Wholesaler  Retailer Consumer
Many small producers creating rare and expensive products
Example: jewelry
4. Types of wholesalers
(1) Merchant Wholesalers
Full Service
General Merchandise
Full line, broad assortment
Preform all functions (hardware, pharmacy, clothing)
Specialty Merchandise
Limited line, narrow range or products but extensive assortment
Preform al functions (health foods, auto parts, seafood)
Limited Service
Rack Jabbers
Stack racks and shelves
Sell on consignment (toys, housewares, health + beauty)
Cash and Carry
Do not deliver, relate, must pick up (electric + office supplies, some food)
Drop jobbers
Handle large volume/ bulk items (raw material) and drop them at retail location (fuel, coal, lumber, chemicals)

Truck Jobbers
Deliver perishable items frequently, sold for cash directly from truck (baked items, fruit, vegetables, meat + dairy)
(2) Agents/ Brokers + Branch Offices
Deals with primarily services or highly specialized merchandise/ real estate/ investment products.
(3) Manufacturer’s Branches and Offices
Wholly owned extensions of the producer that perform wholesaling activities
Used when there are no intermediaries to perform these activities, there are few customers, and they are geographically concentrated.
5. Factors affecting channel choice
(1) The consumer
Efficiency/ speed of delivery
Convenient location (accessibility)/ access to other services for time
Efficient and positive customer service/ attendant service
Information on the product
(2) The product
Care + packaging (fragile vs. durable items)
Perishability of the product
Intensive vs. extensive distribution (number of locations sold)
(3) The company
Profitability? What method will ensure quality distribution yet be cost effective?
(4) The environment
Weather + Climate considerations
Economy  affordability
Gender roles
Technology
6. Channel design considerations
Best coverage of the target market?
Intensive  as many outlets as possible, convenience items (gum, ATMs, pop)
Exclusive  one outlet in one geographic area
Selective  a few outlets in a specific area
Best satisfy the buying requirements of the target market?
Information  limited knowledge and specific needs
Convenience  proximity and time developed to access
Variety  selection/ breadth and depth
Attendant service  delivery, installation and credit
Most profitability
Profit control  (revenue – expenses)
Cost control  advertising, distribution and selling expenses
7. Physical distribution vs. logistics management
Logistics management
Logistics: all details required to be implemented in order to get the product from producer to consumer
Transportation
Storage/ warehousing
Packaging and handling
Inventory control/ order
Show More

Related Documents: Marketing Unit Test Essay

Zoecon Corporation: Insect Growth Regulators Case Study Essay

financial, and marketing resources for their IGR compounds. Some executives have suggested an informal consumer market expansion with their Roach Ender product to 19 cities, concentrate on the pest control operator (PCO) market with the Roach Ender, or sell its IGR compound to firms actively engaged in reaching the consumer market insecticide market. Some of these suggestions/alternatives are mutually exclusive and some are not, therefore Zoecon Executives should use the test market data analysis…

Words 1197 - Pages 5

Marketing: Marketing and Technical College Essay

Georgia Piedmont Technical College Principles of Marketing COURSE : MKTG 1100 CRN : 20352 SEMESTER : Fall 2014 OUTLINE, SYLLABUS, & ORIENTATION INFORMATION FACULTY INFO Dr. Cassandra Crute Clarkston Campus Phone: (912) 231-7428 Hours: Advisement: By appointment over email Email: ANGEL email communication Division Chair: Susan Wright, Office 201, Clarkston Campus Phone: 404-297-9522 x1129 Chair Email: wrights@gptc.edu Please note: only call my number in case of an emergency…

Words 2632 - Pages 11

Essay On Sales Forecasting

availability (ACV%), trial rate, repeat purchase, and intent to behavior translation. Authors: Paul Farris and Kusum Ailawadi Marketing Metrics Reference: Chapter 4 © 2010-14 Paul Farris, Kusum Ailawadi and Management by the Numbers, Inc. An Approach to Forecasting New Product Sales OVERVIEW Overview • The sales forecasting approach in this presentation is based on a popular “pre-test market” model used by market research firms. • The approach helps managers predict volume for new products. • It is primarily…

Words 2864 - Pages 12

Vishal NRFC CaseStudySolution Essay

Nestle Refrigerated Foods: Contadina Pasta & Pizza Case Study Solution Marketing Management 6301 Case Summary Nestle, S.A. one of the world’s largest food companies originally founded by Henri Nestle in 1866 has a sales of over $37 billion in 1993. Nestle Refrigerated Food Company (NRFC), located in Glendale, California, was a wholly owned subsidiary of Nestle. This case illustrates many market researches which has been done for the introduction of refrigerated pizza to the refrigerated food…

Words 1876 - Pages 8

Essay about Marketing Planning

National Diploma (HND) in Business Unit Number and Title: Unit 19: Marketing Planning Unit Level: QCF Level 5 (Y/601/1259) Module Tutor: Email: Date Set: 07th April 2014 ______________________________________________________________________________________________________________ Module Specification Aim The aim of this unit is to provide learners with the understanding and skills to develop marketing plans that meet marketing objectives, and meet the needs…

Words 3355 - Pages 14

Marketing Research Paper Introduction

Chapter 1: An Introduction to Marketing Research Marketing- an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Current, service-centered view of marketing which: identifies core competencies, the fundamental knowledge and skills that may represent a potential competitive advantage, identifies potential customers who can benefit from these…

Words 5502 - Pages 23

Marketing Study Guide

Marketing Study Guide. 1. MK323: 1 (Intro) * Marketing – is an organizational function and a set of processes for creating, capturing, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders * Marketing helps create value, satisfies customer needs and wants, entails an exchange, requires the 4 Ps, can be performed by individuals or organizations, occurs in many settings * Entails an exchange:…

Words 4551 - Pages 19

"The Birth of Swatch" Case Analysis Essay

The watch industry still consisted of three primary sectors. At 26 million units a year, Swatch was the undisputed market share leader in the highly fragmented low-price sector, but its market share was still very low, in the single digits. The midprice sector ($100 to $350) remained more traditional, that is, less fashion oriented…

Words 1616 - Pages 7

Toyota Prius Case Study Essay

Jose Maya October 5, 2012 Marketing 3301 Toyota Prius: The Power of Excellence in Product Innovation and Marketing 1. In what stage of the product life cycle is the Toyota Prius? Explain. The Toyota Prius was in the market introduction stage then it matured into the market growth stage. In the Product life cycle there are four different phases. There is market introduction, market growth, market maturity, and sales decline. The Toyota Prius as explained by the book was a new experimental…

Words 902 - Pages 4

Marketing and Target Market Essays

public image * No payment to media * Events, lobbying, press conferences, publicity * Sales promotion * Mass * Coupons, rebates, samples, contests * Change behavior in short run * abused * Direct marketing * Direct mail, catalogs,telephone, internet * Customized to relationship with customer * Constantly manage database | advantage | Disad | tV ad | Large audience, | High cost, short exposure, hard to remember | Radio |…

Words 1372 - Pages 6