Mm19
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This document outlines key concepts in marketing channels and distribution. It discusses customers' desired service levels, types of intermediaries and exclusive distribution agreements. It also covers terms of channel partnerships, evaluating and managing channel members, eliciting cooperation, and dealing with channel conflicts. The roles of wholesalers and retailers are defined. Finally, it discusses major communication skills and developing effective marketing communication strategies.
Mm19
- 1. Customers desired service output levels: 1. Lot size 2. Waiting time 3. Spatial convenience 4. Product Variety 5. Service backup
- 2. Identifying major channel alternatives: 1. Types of intermediaries : The firm need to identify the types of intermediaries avilable to carry on its channel work
- 3. 2. Number of intermediaries: Exclusive distribution i. Exclusive ii. Selective iii. Intensive
- 4. Terms and responsibility of channel partners: Each channel member must be treated respectfully and given opportunities to be profitable.
- 5. Trade-relation mix: 1. Price policy 2. Conditions of sale 3. Territorial rights 4. Mutual services and responsibilities
- 6. Evaluating channel members: 1. Economic 2. Control 3. Adaptive
- 7. Channel management decisions: 1. Selecting channel members: 2. Training channel members 3. Motivating channel members: Channel offering, Channel building programs
- 8. Eliciting power to Co-operate: 1. Coercive power 2. Reward power 3. Legitimate power 4. Expert power 5. Referent power
- 9. Channel Dynamics: distribution channels do not stand still. 1. Conventional Marketing system 2. Vertical Marketing System i. Corporate ii. Administered iii. Contractual
- 10. 3. Horizontal Marketing systems: Symbiotic marketing 4. Multi-channel marketing systems
- 11. Conflict , co-operation and Competition: 1. Types: Vertical, Horizontal, Multichannel 2. Causes
- 12. 3. Managing Channel Conflict: i. Superordinate goals, ii. Exchange persons, iii. Cooptation, iv. Joint membership, v. Diplomacy vi. Mediation vii. Arbitration
- 13. Legal & Ethical Issues in Marketing: i. Exclusive Dealing ii. Exclusive territories iii. Tying arrangements: Full-line forcing iv. Dealers Rights
- 14. Wholesaling includes all the activities involved in selling goods or services to those who buy for resale or business use. They are also called as distributors
- 15. Functions of wholesalers; i. Selling and promoting ii. Buying and assortment building iii. Bulk breaking iv. Warehousing v. Transportation vi. Financing vii. Risk bearing viii. Market information ix. Management services and counselling
- 16. Retailing includes all activities involved in selling goods or services directly to final consumers for personal, non business use. Levels of service: i. Self-service ii. Self selection iii. Limited service iv. Full service
- 17. Four broad positioning strategies: i. Bloomingdale ii. Tiffany iii. Sunglass hut iv. Wal-Mart
- 18. Bloomingdale Wal-mart Tiffany Sunglass hut Product line Value Added Broad Narrow
- 19. Communication Major Communication Skills 1. Encoding 2. Decoding 3. Response 4. Feedback
- 20. Developing effective communications: 1. Identify the target audience 2. Determine the communication objective 3. Design the message 4. Select the communication channel 5. Establish the total communication budget 6. Decide on the communication mix 7. Measure the communication results 8. Manage the integrated marketing communication approach.
- 21. Communication strategy Marketing communication mix: 1. Advertising 2. Sales promotion 3. Public relation 4. Personal selling 5. Direct marketing