15386320
Description
| Question | Answer |
| a business will utilise two or more marketing channels to reach one or more customer segments (Channel Type) | Multichannel |
| Utilising new channels to build brand awareness and loyalty, and offer a flexible shopping experience across a number of channels via a consistent brand experience (Channel Type) | Omnichannel |
| Definition of the marketing channel | The external contactual organization that management operates to achieve its distribution objectives |
| Who are the members of the marketing channel? | Only parties who perform the negotiatory functions of buying, selling, and transferring title are considered to be members of the marketing channel. |
| Difference between channel strategy & logistics strategy | The entire process of setting up and operating the contactual organization that is responsible for meeting the firm's distribution objectives, whereas logistics management is more narrowly focused on providing product availability at the appropriate time and place in the marketing channel |
| The links that tie channel members and other agencies together in the distribution of goods and services are referred to as | Channel Flows |
| Examples of Channel Flows (name 5) | (1) product flow, (2) negotiation flow, (3) ownership flow, (4) information flow, and (5) promotion flow |
| Channel structure refers to | the group of channel members to which a set of distribution tasks has been allocated |
| Ancillary structure is | the group of institutions and parties that assist channel members in performing distribution tasks. The channel manager would like to develop optimum channel and ancillary structures based on specialization, division of labor, and contactual efficiency. |
| Wholesalers consist of businesses that are engaged in | selling goods for resale or business use to retail, industrial, commercial, institutional, professional or agricultural firms or organizations as well as to other wholesalers. |
| Wholesalers are classified into three basic types: | (1) merchant wholesalers; (2) agents, brokers and commission merchants and (3) manufacturers' sales branches and offices |
| Merchant wholesalers are especially well suited for | performing distribution tasks for producers or manufacturers such as providing market coverage, making sales contacts, holding inventory, processing orders, gathering market information and offering customer support. |
| Retailers consist of businesses engaged primarily in | selling merchandise for personal or household consumption and rendering services incidental to the sale of the goods. Retailers comprise an extremely diverse group in both type and size. |
| Retailers are particularly well suited for performing such distribution tasks as: | • Offering manpower/physical facilities • Providing selling/advertising/display • Interpreting consumer demand • Dividing large quantities of products into consumer-sized lots • Offering storage points • Reducing risk |
| Non channel members such as _______ _______ are still called upon frequently by any or all of the channel members to help perform many different distribution tasks. | Facilitating agencies (such as transportation companies, storage firms, order-processing firms, third party logistics providers, advertising agencies, financial institutions, insurers and marketing researchers) |
| Environmental variables (five-category taxonomy) | (1) economic environment; (2) competitive environment; (3) sociocultural environment; (4) technological environment and (5) legal environment. |
| Name 3 economic environmental variables | recession, inflation and deflation |
| 4 Types of Market Competition | (1) horizontal competition (2) intertype competition (3) vertical competition (4) channel system competition |
| where similar firms at the same level of the channel compete with each other (Competition Type) | horizontal competition |
| where different types of firms at the same level of the channel compete (Competition Type) | Intertype Competition |
| Where firms at different levels in the same channel compete with one another (Competition Type) | Vertical Competition |
| where entire channels compete with each other (Competition Type) | Channel system competition |
| Name 5 sociocultural environmental variables | globalization, consumer mobility and connectedness, social networking and the Green movement |
| Name 7 technological environmental variables | the Internet, computerized inventory management with handheld computers, EDI, the digital revolution, smartphones, RFID and cloud computing |
| Name 9 legal environmental variables | (1) dual distribution; (2) exclusive dealing; (3) full-line forcing; (4) price discrimination; (5) price maintenance; (6) refusal to deal; (7) resale restrictions; (8) tying agreements and (9) vertical integration |
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