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the marketing mix- place (distribution channels) (choosing the right…
the marketing mix- place (distribution channels)
easily purchased
sufficient quantities
appropriate outlets
acceptable delivery costs
marketers
collaboration
effective
operations management
new launch
measures in place
extra staff
earlier opening times
sufficient supplies
high demand
distribution channels
value delivery network
suppliers
distributors
complex set of channel members
provide value
expertise
greater efficiency
reach
provide
distribution
storage
information
other stakeholders
marketing environment forces
promotion
contact
potential buyers
potential consumers
can influence
matching
influence
match needs more closely
negotiation
price
terms
facilitate exchanges
financing
risk taking
taking on some risks
traditional distribution channel
manufacturer
wholesaler
retailer
consumer
vertical marketing system (VMS)
channel members united
under one leader
owns other channel members
corporate VMS
contractual aggreements
contractual VMS
control
size
power
administered VMS
collaborative distribution
unified channel sytems
horizontal
collaborate
merge/join
mutual advantage
common logistics network
backhaul
opposite routes
fill empty capacity
co-loading
shared capacity
same direction
fill up loads
conitinuous move routing
replacing separate shipments
multi stop trips
physical internet
shared network
interconnected logistics system
shared facilities
transporting
storing
multiple distribution channels
to service different segments
to offer multiple channels
physical stores
online
consider
level of desired service
willingness to travel
preferences
in person
by phone
online
catalogue
choosing the right channel
objectives and choices
influenced by
level of service
company size
type of product
intensive dist
widespread
convenient
selective dist
fewer
selected
exclusive dist
one/few exclusive outlets
short
perishable
competitors
environmental factors
STEEPLE
maintain good relationships
manage conflict
consider
needs of end buyers
other members of the channel
comply with laws
exclusive distribution/dealing
distributor
sell only its product
precludes from selling competitors
sales territories restrictions
prohibit sales of products outside designated area
tying agreements
ties a distributor
more or all products
omni-channel world
create your message
make it available in every channel
optimisation
personalisation