MKT 100 Chapter : Module 10 Notes

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bluejackal172

12 Apr 2011

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MKT 100 Full Course Notes

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Section 1: basic channel functions: distribution: choosing channel partners with positioning and implementation skills that fit the seller, regardless of its position in the supply chain. Designing a smooth flow of products , need trust and cooperation between business partners: channel evolutionary r igidity: thinking this is how we do things here" instead of. Distribution unreliability management: safety stock: safety against running out of supply due to the order-delivery process being unreliable. Just-in-time management: component supplier is located right next to the manufacturer. Ideal supply chain has a constant flow of small deliveries that occur with great reliability and an optional rapid order delivery cycle for special orders. Inventory pools: pool their spare parts in a single warehouse has considerable savings. Transportation processes: most important innovation in physical distribution in the last 100 years has been the invention of the 40ft and 20ft shipping container.

Related Questions

Which of the following statements about channels of distribution is most accurate?

A)Channels of distribution always begin with a manufacturer and end with consumers, and always have one or more marketing intermediaries in between.

B)Channels of distribution always include retailers, but they may or may not also include wholesalers.

C)The fewer the marketing intermediaries in a channel of distribution, the more efficient the channel is likely to be.

D)Some channels of distribution include marketing intermediaries, while in others a manufacturer sells directly to the final consumer.

lavendercamel438

few years, British Sky Broadcasting has transformed the way people in Britain watch and use their television. Before Sky, people could never have imagined ordering a pizza or sending an email from their set. Today it's an accepted thing.

Part of Sky's success has been in its brand - in defining what makes Sky special and in expressing that difference visually, in products and in the actions of people in the company. And that brand has become one of the company's greatest assets. Brands help companies build a relationship with a customer. A good brand not only helps differentiate a company, it also helps the customer feel something as a result. A pair of Nike trainers might make a person feel more fashionable. A Sony minidisc player might make a person feel they are at the cutting edge of miniature technology. A Rolls Royce might make a person feel that they have reached the top.

Some brands even go beyond that and become so well known that they become generic. This means they're used as a general term for that type of product, even if it's a competitor's product. Walkmans, and Hoovers are a good example. People Hoover the carpet, even if they're really using an Electrolux.

A brand helps customer recognition and enables recognition to be spread by word of mouth as well as by advertising. A brand also adds value. It can allow a company to offer its products at a premium, without reducing the customers' perception of value for money. It also allows a company to extend what they offer to the customer - if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company.

That is why Sky has invested so much in its brand. As the first entrant 16 years ago in the field of multichannel television, it had the opportunity to build strong recognition and to even establish itself as the generic brand for multichannel television.

Source: (viewed 10 February 2019)

QUESTIONS

1. In the above article, "if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company". Discuss different ways that companies can use to increase brand loyalty. Justify your answers with relevant examples. (5 marks) (500 words)

2. In the above article "brand has become one of the company's greatest assets". Do you agree? Justify your answers with arguments and examples. (5 marks) (500 words)

redcaribou169

Which of the following activities would LEAST likely be found in a policy to promote good supplier relationships?.

Group of answer choices

having fair and transparent process in awarding contracts

paying supplier invoices according to agreed terms.

developing open communication channels with suppliers

explaining the contract award process to the winning supplier

marooneel670

MKT 100 Chapter : Module 10 Notes

MKT 100 Full Course Notes

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