BUAD301 Lecture Notes - Lecture 2: Marketing Strategy, Consumer Behaviour, Income Statement
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Once you buy them, you get to keep them: you can try them one, smell, taste, feel, and see them, er(cid:448)i(cid:272)es are deeds perfor(cid:373)ed (cid:271)(cid:455) o(cid:374)e part(cid:455) for a(cid:374)other. Integrated or third party intermediaries (depth: exclusive, selective, or intensive coverage (breadth, the (cid:272)hoi(cid:272)e depe(cid:374)ds o(cid:374) the produ(cid:272)t, pri(cid:272)e, target (cid:373)arket, as (cid:449)ell as (cid:272)o(cid:373)pa(cid:374)(cid:455)(cid:859)s capabilities and competition. For instance, companies selling delicate or fragile products, such as flowers, look for shipping arrangements that are as steel beams. As previously mentioned, the inclusion of resellers in a (cid:373)arketer(cid:859)s distri(cid:271)utio(cid:374) strateg(cid:455) (cid:373)a(cid:455) affe(cid:272)t a produ(cid:272)t(cid:859)s pri(cid:272)i(cid:374)g si(cid:374)(cid:272)e ea(cid:272)h (cid:373)e(cid:373)(cid:271)er of the channel seeks to make a profit for their contribution to the sale of the product. Consequently, a key decision in setting up a channel arrangement is for the marketer to choose the approach that reaches customers in the most effective way possible.