MKTG1501 Lecture Notes - Lecture 12: Category Killer, Just Jeans, Ikea
Document Summary
Placement influences: the product price, the type of promotion the marketers use, the product offering, the people involved in serving customers, all of the above. Answer e: placement is a very general term that covers a lot of different things. How we get the product from manufacturer to customer and everything in between ie. how we locate products, how we get it there. Answer a: these are the people in-between the manufacturer/raw materials supplier and the customer. Each time it goes through a pair of hands it is going through a marketing intermediary. Custo(cid:373)ers do(cid:374)"t al(cid:449)ays (cid:374)eed to (cid:271)e e(cid:374)d users (cid:894)the (cid:272)o(cid:374)su(cid:373)ers(cid:895), (cid:272)usto(cid:373)ers (cid:272)a(cid:374) (cid:271)e retailers. If i"(cid:373) a (cid:373)a(cid:374)ufa(cid:272)turer, i"(cid:373) goi(cid:374)g to sell it to the wholesaler, the wholesaler is my customer. In which members of a marketing channel only deal with each other at the corporate level: in which the marketing channel only handles corporate products.
