Marketing Chapter 15
Marketing Chapter 15 MAR 250
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This 1 page Class Notes was uploaded by Melanie Guerrero on Saturday April 23, 2016. The Class Notes belongs to MAR 250 at Pace University taught by Harvey Markowitz in Winter 2016. Since its upload, it has received 12 views. For similar materials see Principles of Marketing (20335) in Marketing at Pace University.
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Date Created: 04/23/16
Marketing Chapter 15 Channel conflict – when one marketing channel member believes another channel member is engaged in behavior that prevents it from achieving its goal Customer service – the ability of logistics management to satisfy users in terms of time, dependability, communication, and convenience Disintermediation – when a channel member bypasses another member and sells or buys products direct Dual distribution – an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product Exclusive distribution – the extreme opposite of intensive distribution because only one retailer in a specified geographical area carries the firm’s products Intensive distribution – means that a firm tries to place its products and services in as many outlets as possible Logistics – those activities that focus on getting the right amount of the right products to the right place at the right time at the lowest possible cost Marketing channel – consists of individuals and firms involved in the process of making product or service available for use or consumption by consumers or industrial users Multichannel marketing – the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationship with consumers who shop and buy traditional intermediaries and online Reverse logistics – a process of reclaiming recyclable and reusable materials, returns, and reworks from the point of consumption or use for repair, remanufacturing, redistribution, or disposal Selective distribution – lie between these two extremes and means that a firm selects a few retailers in a specific geographical area to carry its products Supply Chain – the various firms involved in performing the activities required to create and deliver a product or service to consumers or industrial users Total logistics cost – includes expenses associated with transportation, materials handling, and warehousing, inventory, stockouts (being out of inventory), order processing, and return products handling Vendor-managed inventory – whereby the supplier determines the product amount and assortment a customer (such as a retailer) needs and automatically delivers the appropriate items Vertical marketing systems – professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact