MKT 100 Lecture Notes - Lecture 11: Media Mix, Unique Selling Proposition, Electronic Data Interchange

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Martin Pyle

Document Summary

Importance of marketing channels: channel choices affect other decisions in the marketing mix, a strong distribution system can be a competitive advantage, channel decisions involve long-term commitments to other firms. Intensive: a strategy designed to get products into as many outlets as possible: selective: uses a few selected outlets in a territory, exclusive: strategy of granting exclusive rights to sell to one or very few retail outlets. Radio frequency distribution (rfic) tags; container computer chips. Senders adjust messages according to the medium and receivers traits. Extremely effective at creating awareness and generating interest. Some products require the help of a salesperson. More expensive than other forms of promotion. Salespeople can add significant value, which makes the expense worth it. Can be aimed at both end user consumer or channel members. Used in conjunction with other forms of imc. Can be used for both short-term and long-term objectives. One of the fastest-growing forms of retailing with billion in annual sales.