MGMB01H3 Lecture Notes - Lecture 6: Direct Market
Document Summary
Lecture 6: choosing your environment wisely part one. Learning objectives: understand the unique decisions and challenges associated with choosing distributors and distribution systems, align company incentives using distribution, align company incentives using retail environment. Sets of independent organizations involved in the process of making a product or service available for use or consumption. All activities that are involved in selling goods or services directly to final consumers for personal, nonbusiness use. Retailer is the business enterprise who is responsible for selling. Why is place" so important: one chief role of place" (i. e. , channel, retail, etc. ) is to convert potential buyers into profitable customers, channels must not just serve markets but they must also make markets. Highly dependent on stp and 3 c"s: the channels chosen affect all other marketing decisions. If you grow and are in demand, bargaining power goes up: