MKTG 360 Lecture Notes - Lecture 2: Brand Equity, Advertising Mail, Color Scheme
Document Summary
Channel strategy involves the decisions a manufacturer makes to effectively and efficiently move its products to the customer. Destination (delivering vehicles to dealers) (trains, trucks, and boats) Distribution and supply chain activities are behind the place in the 4 p"s. They are the physical manifestation of segmentation and demographics. *what is popular where? (colors / sunroof / convertible / 4x4 v. 4x2) *direct marketing channel where the manufacturer sells directly to the end customer. Problem: slow (no money ) you can"t just blitz the market. *indirect marketing channel where the manufacturer sells to the end customer through at least one intermediary. *multi-marketing channel selling directly and indirectly to the end customer. Apple they have stores they control, but not in pullman, so they have authorized dealers. Issues that influence channel strategy: factors affecting channel choice (market factors) (product factors) (producer factors, levels of distribution intensity (intensive distribution) (selective distribution) (exclusive distribution)
