MKT 3013 Chapter Notes - Chapter 15-16: Telemarketing, Yield Management, Brand Equity
Document Summary
The process and parties involved in making a product available to consumers: parties and consumers can be individuals or orgs, product can be a good or service, direct marketing. There are no intermediaries between the producers and the consumer: indirect marketing. Have one or more intermediaries between the producer and the consumer: b2c marketing. A producer and the intermediaries need to agree on: The number of intermediaries you have depends on desired distribution: distribution. Intensive: when you want to get your product into as many hands as possible: conventional. Exclusive: want to sell your product in only a few, carefully chosen locations. Loose network of organizations where each organization striving toward its own goals and no member has much control over other members. Disagreements in an org at the same level (2 wholesalers or 2 retailers) Manufacturer increases distribution area (ex: starbucks opening close to other. Disagreements in an org between two different levels (wholesaler & retailer)
