Class Notes (1,100,000)
CA (620,000)
U of C (8,000)
MKTG (70)
Lecture 6

MKTG 317 Lecture Notes - Lecture 6: Strip Mall, Vertical Integration, Home Hardware


Department
Marketing
Course Code
MKTG 317
Professor
Edmund Gee
Lecture
6

This preview shows pages 1-2. to view the full 8 pages of the document.
Place 10/14/2015
The Forgotten “P”
Place
oMaking products/services available for use to the final
customer
oHow a product gets to a customer, where it is sold
Issues to consider
oDirect vs. Indirect
oChannel conflict
oIntegration
Concepts Defined
Distribution
oThe process that makes products available to consumers and
business customers and places them where they can be
purchased
Marketing Channel
oA collection of companies responsible for getting products
from producers to customers
oIncludes:
Manufacturers, brokers, wholesalers, retailers, etc.
The Perfect Manufacturer
Provides a desirable assortment of products
Builds demand through advertising

Only pages 1-2 are available for preview. Some parts have been intentionally blurred.

Provides managerial assistance if asked
Honours product warranties
Provides installation and repair services
The Perfect Middleman
Has access to the markets you want
Has own effective promotional program
Provides good service to customers
Does not demand too much support from the manufacturer
Pays bills on time
Channel Cooperation
Benefits of Cooperation
oSpeeds up inventory replacement
oHelps to achieve ideal market exposure
Intensive, selective, exclusive distribution
oReduces costs, improves service
Improving Cooperation
oCommunication between channel members
oEstablishing clearly defined roles
You're Reading a Preview

Unlock to view full version

Only pages 1-2 are available for preview. Some parts have been intentionally blurred.

Channel Conflict
Conflict arises when:
oLack of communication leads to lack of coordination
oDiversification of intermediaries
New channels for manufacturers
Intermediaries broadening product lines and brands
oChannel members circumventing other members’ roles
Marketing Channels
(A) Direct
oNo middleman
oRight from manufacturer to consumer
oAny company where you order right from their website and
they ship right to you
i.e. off Apple’s site
(B) Retail Channel
oGo to retailer and buy product
You're Reading a Preview

Unlock to view full version