to accompany basic marketing, shapiro, 8th cdn ed. ppt slides created and copyright by tim...
TRANSCRIPT
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 1
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 2
PROBLEM:
1. Industrial sales to auto assemblers OK
2. Retail sales of replacement tires doing poorly
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 3
COMPETITION:
1. Bridgestone / Firestone from Japan
2. Michelin from France / Germany
3. Both companies will sell at low low price to increase North American market share
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 4
SOLUTION re: PLACE
1. Sell replacement tires where people buy them - SEARS
2. Sell higher quality tire through dealerships so dealers can still bring in high end customers
3. Convert some stores to no-frills quick-serve
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 5
Chpt 11 is about the distribution channels - how do you get the product, physically, from where it is made, to where people are going to buy it
Chpt 12 is about storing, transporting etc.
Chpt 13 is about different types of retailing and wholesaling firms
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 6
Marketing / Distribution Channels create- Time- Place- Possession/ownership utility
• Delivered at the right time - time utility• Delivered to the right place - place utility• With appropriate legal requirements -
possession / ownership utility
Page 287
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 7
Product Classes - Place
• Remember page 303
• The different Product Classes have different PLACE situations
• Place decisions can be aided by knowing about the product classes
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 8
Product Classes - Place
• Convenience Products - have to be in convenient places - small stores, vending machines
• Shopping Products - have to be where shoppers go, malls, superstores etc.
• Specialty Products - have to available where people want to buy them - ie. Movie theatres have to be located where many people go, and where you can park easily
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 9
Place and PLC
• PLACE must be considered in terms of the Product Life Cycle
• In the beginning Growth Stage - it might be good to have your product sold in a certain location, but in the maturity or decline stage, you may have to change locations to make it better for customers who are no longer so strongly interested in buying
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 10
Place and PLC• PLACE must be considered in terms
of the Product Life Cycle
• Changing PLACEs, as you move through the PLC, is very hard to do because it is expensive and usually involves Real Estate
• Place decisions are usually harder to change than other marketing mix decisions Page 366
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 11
Discrepancies
• Discrepancy of Quantity
• Discrepancy of Assortment
Page 369
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 12
Discrepancies
• Discrepancy of Quantity
• the mfg. Makes much more than individual consumers want to buy each time
• middlemen, wholesalers and retailers break this amount down into smaller amounts for individual consumers to buy
Page 369
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 13
Discrepancies
• Discrepancy of Quantity
• … the difference between the quantity of products it is economical for an individual producer to make and the quantity normally wanted by individual consumers or users...
Page 369
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 14
Discrepancies
• Discrepancy of Assortment
• the difference between ALL the product lines a mfg. Makes, and what the wholesaler wants to sell, and what the consumer will buy
• middlemen, break this amount down into different selections which the wholesalers want
Page 369
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 15
Discrepancies
• middlemen, break this amount down into different selections which the wholesalers want
• EG. KRAFT makes many many different types of salad dressing
• A no-frills store just wants to sell 7 types cause its customers don’t buy the fancy kinds
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 16
Accumulation - combining products from several different producers. “… make it more convenient for companies to buy and handle…”
When farmers collect food, and sell them to buyers who gather large amounts for shipping to processors
Page 3 7 0
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 17
The Accumulating Process
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 18
Breaking Bulk - take all the product and physically move it into small containers so it can be shipped to wholesalers. “… divide larger quantities into smaller quantities…”
Page 3 7 0
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 19
Separating products into grades and qualities desired by different target markets.
Eg. Food products, small onions, large onions,
or white eggs, brown eggs
or …
Sorting Page 3 7 1
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 20
Taking heterogeneus commodities and sorting them into homogenous categories
Eg. All apples into red apples and green apples
Sorting Page 3 7 1
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 21
The process that helps producers,
• who produce different amounts,
• and different types,
• organize their products
• into categories/assortments
• to make it easier for the consumer to buy. WTGR
Sorting
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 22
“… putting together a variety of products to give a target market what it wants…”
ie. In this video store, mostly Asian films
ie. In this record store, mostly hip hop
ie. In this jewelry store, mostly chains
Assorting Page 3 7 1
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 23
Some stores cannot take the full range of a company’s product line - they do not have the shelf space or floor space - so they carefully select the brands of several mfgs to sell.
Assorting Page 3 7 1
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 24
PAGE 373
“A person, or company, that helps direct the activities of a whole channel, and tries to avoid, or solve conflicts…”
However, some older products don’t have such a position.
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 25
PAGE 373
Can be,,,
• A strong wholesaler
• a market oriented producer
• a large retailer
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 26
PAGE 375
Sometimes Middlemen have a clear picture of what the customer wants, and who the producers are, so they arrange for producers to be in contact with the retailers, so more product can flow in the channel. The Middlemen makes more money by making nore commission on stuff sold.
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To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 27
• The whole channel focusses on the same target market at the end of the channel
• sometimes a large firm will buy up the smaller companies in the channel to have more control over the distribution(Corporate Channel Systems - page 376)
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 28
The paths goods follow from consumer to manufacturer or to marketing intermediaries.
Common in the recycling industries.
Eg.
- Empty glass bottles
- used batteries
- used tires
- used printer cartridges - Canon
Reverse Channels
Page 384
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 29
- used cartridges - Canon
Reverse Channels
To accompany Basic Marketing, Shapiro, 8th Cdn Ed. ppt slides created and Copyright by Tim Richardson
Chapter 11
Marketing 106
Slide 30
Also used for product recalls or for broken products that need to be fixed under Warranty - especially cars, tires and some expensive electronic consumer items.
Reverse Channels
Important to maintain consumer satisfaction and confidence.