BU352 Chapter Notes - Chapter 12: Point Of Sale, Data Warehouse, Inventory Turnover
Document Summary
Multi-channel distribution: uses a combination of direct and indirect distribution channels, e. g. Distribution intensity: the number of channel members to use at each level of the supply chain, commonly divided into 3 levels, intensive, exclusive, selective. Increased sales and access to more consumers is often desirable, but is not always the case. Intensive distribution: designed to get products into as many outlets as possible, most consumer packaged-goods companies e. g. pepsico, p&g, kraft, the more exposure these products get, the more they sell. In some cases, limiting distribution can limit sales. Managing channels through vertical marketing systems: conflict is generally more pronounced when the channel members are independent entities, distribution channels that are more closely aligned share common goals and are therefore less prone to conflict. Data warehouse: data of consumer purchases collected at the point of sale goes into a huge database known as a data warehouse.
