MKTG 2 Lecture Notes - Lecture 2: Kitchenware, Consumer Spending, The Smell
Document Summary
Channels of distribution-from economic perspective are thought of as providing form,time,place and possession utilities for consumers. Channels of distribution have a very important impact on consumer affect,cognition and behavior. The locations of malls,shopping centers and stores as well as specific products within these environments strongly influence what consumers think and feel and what behaviors they perform,such as stores contacts,products contacts,and transactions. In return,consumer actions at the retail level determine the success or failure of marketing strategies and have an important impact on the selection of future strategies. Form utility-means channels convert new materials into finished goods and services in forms the consumer seeks to purchase. Time utility-means channels make goods and services available when the consumer wants to purchase them. (ex. 7-11 store) Place utility-means channels facilitate the transfer of ownership of goods to the consumer. Possession utility-means channels facilitate the transfer of ownership of goods to the consumer. Is what consumers think about a particular store.
