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8/18/2019 MKT 522 Lesson Plan Week 5 Student
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Lesson Plan March 31, 2016
elcome to eek 5
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Topics for Today
Lecture:
Chapters 12 & 13
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TCO’s5
Given one example of a good and one example of a service,compare and contrast the logistics of using retailers orwholesalers as part of a company’s value delivery network (V!"#
$dentify and descri%e the partners comprising the value deliverynetwork (V!" that delivers a product to the marketplace#
$dentify and descri%e the partners comprising the value deliverynetwork (V!" that delivers a service or professional service tothe marketplace#
&naly'e and evaluate how value is delivered to consumersthrough user experience ()" and customer relationship
management (C*+" systems for %oth onsite and online retailingenvironments#
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!L"!# $"%C%%"!TP"C%:
'ee( 5:Lo)istics
%tore of the *uture
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Warm-Up
hat are some di-erent types of channelsthrough which you have purchasedproducts, either for yourself or a %usiness.
.
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What Do We Mean By Place in the 4 P’s?
.
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Place Is More Than Just The Reseller
/lace includes0• The manufacturer• 1uppliers• istri%utors• *esellers
&ll of these together are the 2+alue$eliery !et-or( 3
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O! then"
+arketing channels are systems organi'edto deliver products and related servicesfrom point of origin to point ofconsumption#
hy do these channels exist.
2Cut out the middleman.3.
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Why #a$e a %alue Deli$ery &et'or(?
+anufacturers usually produce a large4uantity of a limited num%er of products
Consumers purchase only a few items of alarge num%er of diverse products
+iddlemen reduce this discrepancy ofassortments
$ntermediaries make society more e5cient
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What I) There Were &o Interme*iaries
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#o' Interme*iaries +** ,ciency
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The 4 Ri.hts
The right place The right time
The right condition
The right price
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What +re Interme*iaries?
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The %alue +**e* /y Interme*iaries
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0hannel Mana.ement Decision
Vertical +arketing 1ystem (V+1"sed to make the marketing channel more
e5cient
6 types of V+1’s0Corporate V+1 7 corporate ownership of
parts of the channelContractual V+1 7 $ndependent 8rms aligned
through contract (including franchises"&dministered V+1 7 informal guidance and
in9uence, usu controlled %y the morepowerful partner*elational V+1 7 channel partners mutually
agree and work together to %uild long:term
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".portant Ter.
$isinter.ediation
The cutting out of intermediaries
1ome companies win# (&ma'on, &pple"
1ome companies lose# (;orders, Tower*ecords"
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$esi)nin) /our Mar(etin) Channel
# $dentify ma?or alternatives ($ntensity"
11 18
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$ntensive$ntensive
1elective1elective
= number of
outlets@xclusive@xclusive
Mar(et#posure%trate)ies
Mar(et#posure%trate)ies
11-18
"ntensity "deal Mar(et #posure
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1o.istics
Airst need to set the company’so%?ectives#
a# @x# Bow cost vs high customer
service
ey functions of the Bogistics 1ystem0# $nventory managementa# ;alance %etween too much and
too little inventory
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1o.istics - Transportation
E %asic modes of transportation0ail 7 &dv0 @xtensive routes, low cost, full capa%ility
is0 1ome relia%ility, sometimes slow, 8xed routes
Truc( 7 &dv0 oor:to:door, extensive routes, fairly fast
is0 1i'e restrictions, costlier, weather sensitiveir 7 &dv0 Aast, low damage, fre4uent departure
is0 @xpensive, limited capa%ilities
Pipeline 7 &dv0 Cheap, relia%le, constant departure
is0 Bimited routes, slow'ater 7 &dv0 Cheap, huge capa%ility
is0 1low, limited routes and schedules, weathersensitive
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Retailin.
hat is it.
ho does it.
.
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Types of etailers
Can %e classi8ed %ased on severalcharacteristics
&mount of service1elf:service vs limited service vs full service
/roduct line1pecialty storesepartment stores1upermarketsConvenience stores1uperstoresCategory killers
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Types of etailers cont4
Can %e classi8ed %ased on severalcharacteristics
/ricing strategyiscount stores
O-:price retailers
Organi'ational approachCorporate chains
Aranchises
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etail Mar(etin) $ecisions
# etermine product assortment and servicelevels
D# ecide on pricing strategy
6# 1elect place
E# evelop promotion strategy
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ric(andMortar s nline etailin)
;ene8ts of %rick:and:mortar retailers0;rowsing
Touching and feeling
/ersonal service
Cash or credit1ocial experience
$mmediate grati8cation
$nternet retailers0eeper and %roader selection
/ersonali'ed service
Gain insights (cookies"
@xpanded market presence
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ssi)n.ent due 'ee( 6
ead Chapters 17, 15, 16 & 18Co..unicate the +alue
$iscussions:dertisin) #9ectieness"nte)rated Mar(etin) Co..unications
"MC;
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$essert
https0==www#youtu%e#com=watch.vFAnxp!DllHI
https://www.youtube.com/watch?v=9FnxpN3llZ0https://www.youtube.com/watch?v=9FnxpN3llZ0https://www.youtube.com/watch?v=9FnxpN3llZ0https://www.youtube.com/watch?v=9FnxpN3llZ0