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image, Exclusive distribution/ exclusive dealings, Marketing mix P's -…
Product
considerations
development requirements
packaging design
branding
after-care service/support
types of product
convience
shopping
speciality
unsought
product benefit
augmented
installation
after-sale service
warranty
delivery and credit
actual
packaging
features
styling
quality
brand name
core
core benefit of service
New product development
new product process
Phase 1 : Opportunity id and selection
Phase 2 : Concept gen
Phase 3: Concept/project evaluation
Phase 4: Development
Phase 5: Launch
extended steps for development
1 New product planning
2 Idea generation
3 Idea screening
4 Concept testing
5 Market/business analysis
1 more item...
failure of new product reasons
overestimation of market size
disregarding market research
high development costs
poor product design
incorrect positioning
bad launch timing
bad pricing
poor promotion
aggressive competition
Place
Distribution channels
customers offered range of channels to purchase offerings
channel members i.e suppliers & distributors
allows organisation's to offer products to customers as a 'value delivery network'
enables greater efficiency. expertise & reach
functions provided by channel members:
physical distribution
storage of goods
information
promotion
contact
matching
negotiation
financing
risk taking
Manufacture
Wholesaler
Retailer
Consumer
Traditional distribution
Manufacturer Wholesaler Retailer
Consumer
Vertical marketing system (VMS)
unified system - leadership of one channel member
Owning other channel members
Corporate VMS
Contractual agreement
Contractual VMS
Exerting control through size/power
administered VMS
Collaborative distribution
Unified channel system - collab for mutual advantage
Types
Backhaul
Co-loading
continuous move routing
Physical internet
Multiple distribution channels
service different segments of consumers through different channels
offer consumer multiple channel options to buy
i.e. purchase online or stores
Choosing which channel is influenced by:
Level of service being provided
size of the company
types of products
competitors
STEEPLE
Sales territories restrictions
prohibits distributors from selling products outside designated areas
Tying agreement
manufacturer ties distributor to taking more or all of its products
Promotion
Pricing
Exclusive distribution/ exclusive dealings
manufacturer requires distributors to sell only its products
Marketing mix P's - offers to consumers & meets consumers needs.
Not all companies go through this in order
