Mark101 slidedeck - place

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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

    1. 1. PLACE: Part of the Marketing Mix
    2. 2. where will yourcustomers lookfor you?
    3. 3. IndirectChannelsdirectChannels
    4. 4. the middleman
    5. 5. Future ofdistribution
    6. 6. depth of retail placeintensive selective exclusive
    7. 7. Product and ServiceCharacteristicsCompetitionCompany ResourcesDesired Intensity ofDistributionfactors for determining place

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