chapter 14 what is place? unit 3: the marketing mix
TRANSCRIPT
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Chapter 14 What Is Place?
Unit 3: The Marketing Mix
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Learning Goals
Explain the purpose of channel distribution Explain the difference between a wholesaler and a
retailer and why a business would use each Explain why a company would use an agent or
broker Distinguish between direct distribution and indirect
distribution Describe the four components of physical
distribution Summarize the advantages and disadvantages of
each of the five modes of transportation Explain how businesses process orders
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Day 1 Response Journal
Have you ever gone to a store (or online) to buy a product and found it was out of stock?
What was your reaction?
Why do you think this situation happens?
*** Save As June 1 in your Response Journal folder ***
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What Is Place?
Place is one of the Four Ps of the marketing mix
Place is about making sure the …
right products get to the right place at the right time and in the right quantities
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Place Decisions
The purpose of place decisions are to …
make products conveniently available to the target market
Place decisions include; LocationHours of operationChannels of distributionTransportation
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Channels of Distribution
A _______________________ is the route a good takes from its original source to its final customer
The channel of distribution for most consumer goods involves three types of businesses;
A Producer A Wholesaler A Retailer
Channel of Distribution
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Wholesalers and Retailers
_______________ are the businesses between the original source of the product (the producer) and the customer (you)
Two types of intermediaries are;
Wholesalers Retailers
Intermediaries
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Wholesalers and Retailers
A _______________ is a business that buys products from a producer, and then sells them to another business
Wholesalers are … B2B businesses Also called distributors A ____________ is a business that buys
products from a producer or a wholesaler, and then sells the product to the final customer in the consumer market
Wholesaler
Retailer
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Wholesalers and Retailers
Retailers are …B2C businessesStores, restaurants, theatres, etc.Also ______________ retailers
A nonstore retailer is a business that sells directly to consumers through ways other than a retail store
E.g. e-tailers, TV shopping channels, mail-order catalogues, sales reps, etc.
Nonstore
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Channels of Distribution
Think of an apple you ate recently. What route did the apple take to get to you?
The apple started out in an apple orchard owned by an apple farmer (_____________)
The apple farmer then sells the apples to an apple buyer (______________)
The apple buyer then sells apples to your local grocery store (____________)
You then go to the grocery store and buy the apple
Producer
Wholesaler
Retailer
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Channels of Distribution
You could have bought the apple directly from the apple farmer
However, you may live very far away from any apple farms
The apple buyer and the grocery store make the apple convenient to you
The apple orchard, apple buyer, and the grocery store are the channel of distribution for the apple
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Channel of Distribution
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Supply Chain
A channel of distribution is like a chain that links a raw material to the final customer For this reason, another term for channel of
distribution is _________________ Each step in the channel of distribution can be
visualized as a link in a chain The supply chain is visualized vertically, with the
raw material at the top and the final customer at the bottom
Products start at the top and move from link to link to reach the final customer
Supply Chain
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Supply Chain
Each step in a supply chain can be referred to as a ______________
In the simple supply chain, the producer, wholesaler, retailer, and final consumer are segments of the supply chain
In a supply chain, each segment is the customer of the preceding segment
Similarly, each segment is the supplier of the following segment
Segment
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Supply Chain
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Supply Chain
Supply chains can be _______ or ________ _____________ usually have very short
supply chains because the service producer provides the service directly to the consumer
________________________ often have very long supply chains because hundreds of raw materials and manufactured parts are needed to make the goods
Long Short
Services
Manufactured Goods
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A Common Channel of Distribution
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Agents and Brokers
Another type of intermediary is the _________ or _________ An agent is an intermediary who brings buyers and sellers
together Broker is another term for agent
They connect buyers and sellers They never own or physically handle the product May be hired by the seller or the buyer They know the market extremely well Often used in situations where it is hard for buyers and
sellers to find each other E.g. may be used when a Canadian manufacturer wants to
sell in a foreign country
AgentBroker
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Day 1 Assigned Work
Students please complete the following; Watch the Retailing & Wholesaling Case study video
Mother’s Market & Kitchen
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Day 2 Video & Discussion
Watch the Walmart Supply Chain Video and be prepared to discuss
afterwards.
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Types of Distribution
There are 2 types of distribution;
1.____________________ is a channel of distribution with no intermediaries Many services have direct distribution
The service producer “distributes” the service directly to the service user
E.g. A manicure is not produced until the manicurist actually files and polishes the nails of a customer
Buying products from a local farmer is also direct distribution (because you are buying direct from the producer)
Direct Distribution
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Types of Distribution
2. ___________________ is a channel of distribution with more than one intermediary
Most goods have indirect distribution, that is, most producers use one or more intermediaries
Indirect Distribution
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Role of Intermediaries
Choosing the best channel of distribution for a product is critical to the success of the product
A producer might have the best product in the world, but poor distribution decisions can cause the product to fail
Why do producers use intermediaries?
Because intermediaries provide many important services to producers
Intermediaries are experts at _______________ Most producers are experts at making a product, not
at distributing it Remember distribution includes shipping, inventory
and stocking
Distribution
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Role of Intermediaries
One of the major services that intermediaries provide is __________________________ _____________ means to make an action
easier Intermediaries make the exchange
process easier Intermediaries facilitate exchanges for both
consumers and for producers
Facilitating Exchanges
Facilitate
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Customers: One Place, Many Goods
Suppose you need apples, bread, canned soup, and eggsIf there were no intermediaries, you would have to go to the apple orchard for the apples, the bakery for the bread, the soup factory for the soup, and the chicken farm for the eggsInstead, an intermediary, the grocery store, can facilitate these purchases for you
For customers, intermediaries facilitate exchanges by; Gathering many types of products in one place
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Customers: One Place, Many Goods
The grocery store takes on the task of contacting the apple orchard, the bakery, the soup factory, and the chicken farm
The grocery store buys products from the four producers
The grocery store handles the four transactions with those producers
You now have the convenience of picking up the apples, bread, soup, and eggs in one place
You also only have one transaction, that is, with the grocery store
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Producer: One Transaction, Many Customers
Now think of the producer's situationThe apple farmer wants to sell as many apples as possibleImagine that there are no intermediaries
In order to sell his apples, the farmer would have to go to where the customers are
Suppose the farmer wants to sell 200 kilos of apples The most that one customer might buy is 20 kilos,
therefore, the farmer would have to handle at least 10 individual transactions with at least 10 separate customers
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Producer: One Transaction, Many Customers
Now think of how an intermediary could facilitate exchanges for the farmer The farmer contacts the grocery store The grocery store buys all 200 kilos of apples The farmer has one transaction The grocery store then handles the 10 or more
individual transactions with each customer
For producers, intermediaries facilitate exchanges by;
Enabling producers to sell to one buyer (the wholesaler)
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Physical Distribution
How do goods get from one step of a channel of distribution to the next? Goods must be physically carried to the next step in
the chain Modes of transportation carry goods through the
chain
______________________ is the movement of goods in the distribution channel Physical distribution is needed to move raw
materials to factories, finished goods from factories to warehouses, and finished goods from warehouses to retail stores
Physical Distribution
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Physical Distribution
Physical distribution is also called __________
Logistics is a general term for the handling of details of any complex activity
Logistics for physical distribution consists of handling the details involved in ____________ moving goods
Logistics
Physically
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Components of Physical Distribution
Physical distribution has 4 components;
1.Products to be shipped
2.Channel members
3.Transportation companies
4.Warehouses
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1. Products To Be Shipped
Products are the reason for physical distribution and are the items that need to be shipped
Products to be shipped include; Raw materials Manufactured goods Finished consumer goodsProducts that are shipped are also referred to as; Freight Cargo Merchandise Shipment/Order
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2. Channel Members
_______________________ are the businesses in the channel of distribution (supply chain) Businesses need to distribute their products Usually own the products that need to be shipped Suppliers are responsible for making sure that their
products are shipped to their customers in the most efficient, economical way
Some suppliers have their own transportation vehicles for moving their goods, and some hire transportation companies to move their goods for them
Channel Members
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3. Transportation Companies
________________ is the process of physically moving goods from buyer to seller Also called _____________ Transportation companies are the companies that own the
trucks, trains, planes, pipelines, or ships, and they provide the service of transportation
Channel members often hire transportation companies to move their products
However, the transportation companies are not part of the distribution channel because they do not own the goods they are shipping
Another term for transportation company is __________• E.g. Canada Post, FedEx, UPS, etc.
Transportation
Shipping
Carrier
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4. Warehouses
Products must be stored at various points along the channel of distribution
A ______________ is a building where large quantities of products are stored until needed for shipping Products in a warehouse are _______________ Products are usually transported from a warehouse
to companies in the next segment of the supply chain• E.g. the ingredients for Pepsi are stored in a warehouse until
needed at the production plant. After production, cans and bottles of Pepsi are stored in another warehouse until retailers need them to sell to consumers
Warehouse
Inventory
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Modes of Transportation
A mode of transportation is a ________ of transportation
The 5 major modes of transportation are;
1. Truck
2. Ship
3. Train
4. Plane
5. Pipeline
Type
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Modes of Transportation
Each mode has advantages and disadvantages Companies must decide which modes of
transportation best meet their needs Considerations in choosing the best mode of
transportation are; Speed Cost Flexibility in reaching the location
Often a combination of transportation modes is used
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Day 2 Assigned Work
Students please complete the following; Modes of Transportation Worksheet
Handout provided
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Day 3 Response Journal
What different modes of transportation do you use to move yourself from place to place?
Do you choose different modes in different situations? Explain.
*** Save As June 3 in your Response Journal folder ***
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Distribution of Services and Ideas
Services and ideas also need to be transported to customers
The goods needed for performing services and ideas, such as furniture for a doctor’s office, are transported through one of the five modes of transportation discussed yesterday
______________ are most often _______________ by the people who perform them People do the service E.g. the medical examination (the service itself) is
"transported" to you when the doctor actually performs the examination
Services “Transported”
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Distribution of Services and Ideas
_________ are delivered to the target market by _________ The target market for ideas is often called
an ____________ Media that carry ideas includes radio,
television, the Internet, social media, newspapers, magazines, billboards, etc.
IdeasMedia
Audience
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The Distribution Process
The distribution process begins when a buyer contacts a seller E.g. The buyer might be a retailer that needs more
jeans; and the supplier might be a jeans manufacturer or a wholesaler of clothing
The buyer and seller then negotiate the terms of sale _________________ are the conditions governing a
sale and could include discounts, transportation arrangements, date of delivery, etc.
Terms of Sale
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Purchase Order
Then a purchase order is written A _______________________ is a document
authorizing the purchase and delivery of certain goods at specific prices and times
The document has a PO number that identifies the order
The PO becomes a sales contract between the buyer and seller• A _____________ is a legal written agreement
People representing both the selling and buying companies sign the contract
Purchase Order (PO)
Contract
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Purchase Order
When a company needs particular items, that company writes up a purchase order The purchase order starts the movement of goods from the
supplier to the buyer
The buying company sends a signed PO to the supplier The supplier receives the PO The supplier signs the PO, which validates it as a
contract A confirmation is sent from the supplier back to the
ordering company It says the order has been received, will be filled and
sent
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Order Processing
_____________________ is receiving and filling orders
A ______________ is created after PO received A pick ticket is a list of all the items in one order
The orders are then picked by the warehouse staff Items are packaged, labelled, and shipped Bar-code scanning of each item helps keep track of
orders and inventory
Order Processing
Pick Ticket
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Computerized Order Processing
Order processing can be automated through _______________ linkages The buyer sets up computer linkage with the
supplier The buyer’s computer then sends a message to
the supplier’s computer when inventory is low The supplier’s computer orders enough goods
to resupply the buyer The supplier then ships those goods to the
buyer
Computer
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Channel Management and Physical Distribution
The role of channel management is to oversee the physical distribution of goods by selecting and evaluating the following factors;
a)Shipping mode
b)Warehouse storage
c)Inventory control
d)Risk
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a) Shipping Mode
Choosing a shipping mode requires that companies think about several factors; CostPerishability of goodsTransportation timeSecurity
E.g. suppose a company in Africa ships diamonds to Montreal. Because they are lightweight and very valuable, the company will likely ship the diamonds by air. Transporting by truck, ship, or train takes more time and may impact security
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b) Warehouse Storage
Channel management decisions include choices about warehouse ______ and decisions about whether to _________ or ________ warehouses E.g. Loblaws has multiple warehouses in
strategic places across the country, because multiple warehouses allow them to quickly move products to Loblaws stores and meet customer demand
SitesBuild
Lease
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c) Inventory Control
With motivation to keep cash flow positive and increase profits, inventory control becomes vital to a company's success
To increase profits and save money, producers, wholesalers, and retailers seek to limit large quantities of inventory in storage
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c) Inventory Control
Just-in-time systems are a way for manufacturers and retailers to avoid having too much inventory on hand ____________________ is a distribution
strategy where materials should not be delivered to the factory until the moment they are needed for production• The goal is to have no materials, supplies,
or merchandise in inventory
Just-In-Time (JIT)
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c) Inventory Control
The JIT production strategy is based on the automatic reorder system In a factory, when inventory of a material falls to a
specific number, an electronic data interchange (EDI) message is sent to the materials supplier
___________________________________ is the business-to-business exchange of data (information) by way of computers using standard formats
EDI messages include purchase orders, shipping notices, invoices, credit memos, and other documents
Electronic Data Interchange (EDI)
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d) Risk
As distribution expands in size and complexity, risk reduction becomes a key focus of channel management E.g. think about a German company that makes
pinsetters for bowling alleys. Producing pinsetters involves buying parts from over 200 vendors on three continents. How many disruptions can occur in the shipment of these parts? Plenty! Disruptions can be as simple as production delays that impact shipping time, or they can be as major as production loss due to fire, port closings, incorrect paperwork holding up products at a port, or natural disasters
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d) Risk
All companies can take actions to reduce and manage risk, such as; Redesigning the supply chain Increasing your understanding of
foreign trade issues Implementing a computerized inventory
control system
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Day 3 Assigned Work
Students please complete the following;K&U Questions #1, 3 & 4 on page 210 Thinking Question #4 on page 210Application Questions #3, 4 & 5 on page 211
***Save As Ch 14 Day 3 in your Unit 3 folder***