MKC1200 Study Guide - Final Guide: Marketing Channel, Marketing Week, Promotional Mix
8 Aug 2018
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Document Summary
When compared to the other elements of the marketing mix, place is the hardest to change. Products are available when the customer wants to purchase them. Products are available where the customer wants to purchase them. Products can be customised to the consumer"s particular needs. Transactions are more efficient, simple and cheap for consumers, producers and other intermediaries through the establishment and management of an efficient exchange processes. Some activities can be performed more efficiently by the intermediary, thus reducing costs. Choose product ranges that match customer needs. Coordinate w/ channel members to develop partnerships. Coordinate all tools in the business" promotional mix. Types of distribution based on market coverage: (no. of intermediaries used at one level) The distribution type chosen depends on the nature of the product and the customer"s willingness to put in effort to get the product. Intensive distribution = distributes in as many intermediaries as possible. For everyday, habitual purchases that require no or little involvement.
