MKT421 Wk 4 Summary
MKT421 Wk 4 Summary
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This 0 page Study Guide was uploaded by expert Notetaker on Monday November 16, 2015. The Study Guide belongs to a course at a university taught by a professor in Fall. Since its upload, it has received 16 views.
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Date Created: 11/16/15
In this fourth week we discussed distribution channels push and pull product strategies and marketing noise This was an exciting week full of learning Toys R Us is a big example of distribution channel they distribute different types of toys and baby products to their own stores they are displayed there and then sold to customers Logistics and distribution channels work together and complement each other Toys R Us has an online store where customers can order the toy and then it is delivered to their doorstep or a near store Distribution channels can vary but they will always rely on logistics to deliver to physical location This also ensures safe delivery of goods Geographical location is one of the most important factors that would decide my selection of distribution channels A nearby store will give zero or minimum delivery time minimum shipping cost and guarantee claim problems Purchasing from a distant location will be heavier on my pocket as compared to purchasing from local or nearby store In addition it will cost me extra if I claim the product if some fault comes Main difference is how product is given to customer The push strategy as the name indicates pushes the product to the customer The pull strategy tries to pull the customer towards the product Similarities between them include their goal both push and pull strategies have the same target and that is to make sales A perfume shop in any mail can serve as the best example for push strategy We all have noticed that some person is standing besides the perfume shop and sprays perfume towards the people are passing by The customer smells the product stops to check it out and the shopkeeper gets the sale Christmas holiday shopping is the best example of pull strategy Every year there is some hot toy or gadget that everyone wants to have but is never available in huge quantities The aggressive campaign pulls everyone into excitement and people rush to the stores to get that toy This happens every year and people are pulled into shopping malls serving as a great example of pull strategy In the field of marketing the term noise can be described as random and competing messages that may interfere with the intended communication Kotler amp Keller 2009 p 475 Advertisements competing with each other or campaigns that give out mixed signals and hinder sales are counted as noise Effective communication is the key that ensures the message is being delivered clearly in spite of all the noise in the marketplace Company should know what response it would receive and this can only happen if it understands the target audience well Core components of the communication function include encoding decoding response and feedback Encoding of the message is a delicate job because every person will take it differently as decoding abilities of different people are different On the other hand this method can be very useful if the person encoding the message is an experienced one and can convey the message in proper format
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