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Mark101   slidedeck - place
 

Mark101 slidedeck - place

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part of the marketing mix - lecture slides for dual credit class

part of the marketing mix - lecture slides for dual credit class

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  • You don’t want them to get lost or find someone else. That’s what the place decisions are about.
  • Indirect channels – manufacturer > agent / broker > wholesaler > retailer > consumer Direct channels – manufacturer > consumer Student handout – cut out the middleman. So for your case study – what channel(s) do they use? A company uses different types of intermediaries at the same level in the channel to reach various customer groups. Apple uses multiple channels to reach consumers.
  • Channels of distribution
  • Figure 12.6 The pursuit of new or non-traditional channels presents profitable opportunities for a company.
  • Can you think of examples of brands for each model? In groups, come up with one for each.

Mark101   slidedeck - place Mark101 slidedeck - place Presentation Transcript

  • PLACE: Part of the Marketing Mix
  • where will yourcustomers lookfor you?
  • IndirectChannelsdirectChannels
  • the middleman
  • Future ofdistribution
  • depth of retail placeintensive selective exclusive
  • Product and ServiceCharacteristicsCompetitionCompany ResourcesDesired Intensity ofDistributionfactors for determining place