mkt 522 lesson plan week 5 student

8/18/2019 MKT 522 Lesson Plan Week 5 Student

1/27

Lesson Plan March 31, 2016

elcome to eek 5


2/27

Topics for Today

Lecture:

Chapters 12 & 13


3/27

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#


4/27

!L"!# $"%C%%"!TP"C%:

'ee( 5:Lo)istics

%tore of the *uture


5/27

Warm-Up

hat are some di-erent types of channelsthrough which you have purchasedproducts, either for yourself or a %usiness.

.


6/27

What Do We Mean By Place in the 4 P’s?

.


7/27

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


8/27

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.


9/27

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


10/27

What I) There Were &o Interme*iaries


11/27

#o' Interme*iaries +** ,ciency


12/27

The 4 Ri.hts

The right place The right time

The right condition

The right price


13/27

What +re Interme*iaries?


14/27

The %alue +**e* /y Interme*iaries


15/27

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


16/27

".portant Ter.

$isinter.ediation

The cutting out of intermediaries

1ome companies win# (&ma'on, &pple"

1ome companies lose# (;orders, Tower*ecords"


17/27

$esi)nin) /our Mar(etin) Channel

# $dentify ma?or alternatives ($ntensity"

11 18


18/27

$ntensive$ntensive

1elective1elective

= number of

outlets@xclusive@xclusive

Mar(et#posure%trate)ies

Mar(et#posure%trate)ies

11-18

"ntensity "deal Mar(et #posure


19/27

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


20/27

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


21/27

Retailin.

hat is it.

ho does it.

.


22/27

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


23/27

Types of etailers cont4

Can %e classi8ed %ased on severalcharacteristics

/ricing strategyiscount stores

O-:price retailers

Organi'ational approachCorporate chains

Aranchises


24/27

etail Mar(etin) $ecisions

# etermine product assortment and servicelevels

D# ecide on pricing strategy

6# 1elect place

E# evelop promotion strategy


25/27

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


26/27

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;


27/27

$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

mkt 522 lesson plan week 5 student

Documents