14 Designing and Managing Integrated Marketing Channe What Is a Marketing Channel? A marketing channel system is the particular set of interdependent organizations involved in the process of making a product or service available for use or consumption. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management‚ 14e. 14-2 Channels and Marketing Decisions Push strategy Pull strategy Copyright © 2013 Dorling Kindersley
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Chapter 12 Marketing Channels: Delivering Customer Value 1) Which of the following is NOT a typical supply chain member? A) resellers B) customers C) intermediaries D) government agencies E) raw materials supplier Answer: D Diff: 1 Page Ref: 337 Skill: Concept Objective: 12-1 2) ________ the manufacturer or service provider is the set of firms that supply the raw materials‚ components‚ parts‚ information‚ finances‚ and expertise needed to create a product or service. A) Downstream
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Question: Should companies involve their marketing channels in the design of the promotional programs? What are the advantages and disadvantages of doing so? When a company is looking at promoting a new or existing product or service‚ the involvement of their marketing channel during the design of the promotional program is key component. According to the text Excellence in Business (Bovée‚ Thill‚ Mescon; p. 417-418)‚ a market channel is the network of firms that work together to get goods
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Page 29 – Question 1 a. The Independent Beauty Consultant participate in the eight universal marketing flows by: 1. Independent Beauty Consultant should have the Physical possession to be able to start her business in the right track to be in touch with all the company channels. 2. Independent Beauty Consultant will have the Ownership of all the products that they are using in there business by buying them as a whole sale from the distributor so‚ that all the products are available for
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SUMMARY REPORT What is marketing channel? Are sets of interdependent organizations involved in the process of making a product or services available for use or consumption? They are set of pathways a product or service follows after production‚ culminating in purchase and use by final consumer. The importance of channels: One of the chief roles of marketing channels is to convert potential buyers into a profitable order. Marketing channels also represent a substantial
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DISTRIBUTION CHANNELS Distribution Channels and Their Impact on Marketing Strategies Name: Institution: DISTRIBUTION CHANNELS Abstract This paper discusses the importance of choosing appropriate channel members and also identifies and discusses criteria that should be used by the car compact disc player manufacturer when evaluating potential intermediaries for the firm’s distribution channel. This is important for this firm since it’s only through these marketing channels that their product
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ECONOMIES OF SCALE Economies of scale are the cost advantages that a business can achieve by expanding the scale of production. That is‚ when long-run average costs (LRAC) fall. Overhead costs (fixed) are spread over more units produced. Overhead costs (fixed costs) are spread more when more units are produced. These lower costs are an improvement in productive efficiency and can benefit consumers in the form of lower prices. Units produced Total cost Average cost
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no longer be so special and powerful since they know the supplier can switch to a any other intermediary anytime (they are easily replaced). Therefore‚ the level of dependence of the supplier on the intermediaries will be lower. Another way is to excel in logistics when dealing with downstream channel members. Therefore increasing their rewards for doing business with the supplier and becoming difficult to imitate. In turn‚ channel members make markets and are the faces of their producer to those
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Economies of scale Puregold is perhaps one of the companies that are benefiting from economies of scale‚ and for good reason. As a dominant player in retailing‚ the company’s size provides it with enormous efficiencies that it uses to keep costs low. For example‚ its size allows Puregold to do its own purchasing more efficiently since it has roughly 250 large stores worldwide. This gives the company tremendous bargaining power with its suppliers. Not only does it get its products cheaper‚ but its
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Economies and Diseconomies of Scale A case for McDonalds & Movie Theaters By Michele Tarrence Econ 202 Economies of scale are defined as ‘forces that reduce a firm’s average cost as scale of operation increases in the long run. The opposite of this would be diseconomies of scale‚ meaning ‘forces that may eventually increase a firms average cost as the scale of operation increases in the long run. Most every company has both the economies and diseconomies of scale that can be analyzed
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