© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 13 GETTING PRODUCTS TO CUSTOMERS...
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Transcript of © 2009 South-Western, Cengage LearningMARKETING 1 Chapter 13 GETTING PRODUCTS TO CUSTOMERS...
© 2009 South-Western, Cengage LearningMARKETINGMARKETING
1
Chapter 13
GETTING PRODUCTS GETTING PRODUCTS TO CUSTOMERSTO CUSTOMERS
13-1 Marketing through Distribution
13-2 Assembling Distribution Channels
13-3 Wholesaling Manages the Middle
13-4 Retailing Reaches Consumers
13-5 Physical Distribution
CHAPTER
13
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 13
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Focus Questions:What is the unique product
or service that UPS is offering to prospective customers in the ad?
Do you believe the simplicity of the advertisement is effective? Why or why not?
©U
PS
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 13
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MARKETING THROUGH DISTRIBUTION
GOALSGOALSExplain why the distribution function is
so important to effective marketing.Illustrate how a well-planned
distribution system supports the marketing plan.
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The Importance ofDistribution Activities
Distribution as an economic conceptDistribution as a marketing mix element
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Development ofa Distribution System
Disappointing resultsDecision time
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 13
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ASSEMBLINGDISTRIBUTION CHANNELS
GOALSGOALSIdentify the differences between
producers and consumers that are addressed by distribution channels.
Describe the differences between direct and indirect channels of distribution.
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The Need for Distribution Channels
Adjusting differences between producers and consumersDifferences in quantityDifferences in assortmentDifferences in locationDifferences in timing of production and consumption
Providing marketing functionsIncreasing marketing efficiency
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Planning and ManagingChannels of Distribution
Channel participantsChannel membersDirect channelIndirect channel
Developing and managing a channel system
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Multiple Channels of Distribution
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WHOLESALINGMANAGES THE MIDDLE
GOALSGOALSDescribe the benefits that wholesalers
provide to other members of a channel of distribution and to final consumers.
Explain how the role of wholesalers is changing in an economy where many of their traditional retail customers prefer to deal directly with manufacturers.
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Who Needs Wholesaling?
Benefits of wholesalingWholesaling activitiesWholesale clubs
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The Changing Role of Wholesalers
Access to marketsSpecialized services
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RETAILINGREACHES CONSUMERS
GOALSGOALSDefine retailing and describe ways to
distinguish various types of retailers.Describe ways that retailing is changing
in response to changes in consumer preferences and the business environment.
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Types of Retailers
Product mix Product mix Limited-line retailersMixed merchandise
retailersSuperstoresService retailers
LocationLocationConvenience storesShopping centersStand-alone storesNon-store retailing
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How Is Retailing Changing?
Changing types of retailersThe expanding InternetThe growth of franchisingIncreased use of technologyThe shopping experienceThe global marketplace
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PHYSICAL DISTRIBUTION
GOALSGOALSDescribe the various means by which products
are transported within a channel of distribution.Explain the common options for storing and
handling products while they are moving through the distribution channel.
Examine the importance of order processing and inventory control to the overall effectiveness of a physical distribution plan.
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Choosing Transportation Methods
RailroadsTrucksShips and boatsAirplanesPipelinesCombining methods
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Storage and Product Handling
WarehousesDistribution centersPackaging
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Information Processing
Order processingInventory control