BSM 200 Lecture Notes - Lecture 5: Variable Cost, Web Design, B-Boying

• School: Ryerson University
• Department: Business Essentials
• Course: BSM 200
• Professor: Ranjita Singh

Document Summary

Lecture 5: chpt 12 - distribution and pricing. Midterm: 2 articles, chpt13, chpt11 (pg. 178-191), chpt 12. Growth stage: taking mrkt share // increasing margin/profit. Stage 2 ability to sell better than competition. Distribution and pricing (4ps i. e place n" price) - minimise cost. Right manner (as promised) - minimise returns. Producer retailer and/or wholesale consumer. Added value: legitimacy (positive brand association//geographic location) Time utility : provide gd at right time. Ownership utility: providing credit, cashing cheques, delivering pdt. Service utility: proving fast, friendly, personalised service. Channel of distribution (layers) : producer channel intermediaries (middlemen) customer. Retailer channel: sell pdt directly to ultimate users. Wholesaler channel: analyse new player, lots of resource - buy in bulk. Agent/broker channel: analyse qualities//what in the mrkt. Full service: transactional, logistical, facilitating, market research. Limited service: drop shippers, cash and carry, truck jobbers i. e. Connect buyers and sellers - facilitates transactions for a fee. Store // online increase complexity + exposure.