MKT 320F Chapter Notes - Chapter 11: Vertical Integration, Complete Control, Corporate Video
Document Summary
Marketing strategy planning decisions for place place: making goods and services available in the right quantities and locations, when customers want them. -when different target markets have different needs, may need number of place variations channel of distribution: any series of firms or individuals who participate in the flow of products from producer to final user or consumer. Place decisions are guided by ideal place objectives. Product classes suggest place objectives: product classes summarize consumers" urgency to have needs satisfied and willingness to seek information, shop, and compare; sets framework for making place decisions (insert notes from product classes here?) -several different product classes may be involved if different market segments view a product in different ways. -one place arrangement may not be best, rather might have to develop several strategies, each with own place arrangement. -place objectives should be considered in relation the product life cycle. -hard to move retail stores and wholesale facilities once they are set up.
