©2007 prentice hall 11-1 distribution and customer communication chapter 11
TRANSCRIPT
©2007 Prentice Hall11-1
Distribution and Customer Communication
Chapter 11
Chapter 11 Objectives
After studying this chapter, you will be able to:• Explain what marketing intermediaries do and
list their seven primary functions• Explain how wholesalers and retailers function
as intermediaries• Discuss the key factors that influence channel
design and selection• Differentiate intensive, selective, and exclusive
distribution strategies
©2007 Prentice Hall11-2
Chapter 11 Objectives, cont.
• Identify the seven categories of customer communication
• Discuss the importance of integrated marketing communications
• Explain the purpose of defining a core marketing message
• Describe the use of social media in marketing communications
©2007 Prentice Hall11-3
Developing Distribution Strategies
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Distribution ChannelsDistribution Channels
IntermediariesIntermediaries
Strategies
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RetailersRetailers WholesalersWholesalers
Role of Intermediaries
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Gather AssortmentOf Goods
Gather AssortmentOf Goods
Transport and Store Products
Transport and Store Products
Assume RisksAssume Risks
Match Buyers And Sellers
Match Buyers And Sellers
Provide MarketInformation
Provide MarketInformation
Provide PromotionalAnd Sales Support
Provide PromotionalAnd Sales Support
Provide FinancingProvide Financing
Distribution Channels
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Consumer Goods and ServicesProducerProducer
ProducerProducer
ProducerProducer
ProducerProducer Agent/BrokerAgent/Broker
WholesalerWholesaler
WholesalerWholesaler
RetailerRetailer
RetailerRetailer
RetailerRetailer
ConsumerConsumer
ConsumerConsumer
ConsumerConsumer
ConsumerConsumer
Forces That Create Variety of Retail Formats
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Wheel of RetailingWheel of Retailing
Scrambled Merchandising
Scrambled Merchandising
Store-Based Retailing Formats
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Specialty StoreSpecialty Store
Category KillerCategory Killer
Department StoreDepartment Store
Discount StoreDiscount Store
Non-Store Formats
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E-CommerceE-Commerce
Retail TheaterRetail Theater
Multi-channelRetailing
Multi-channelRetailing
Mail-Order FirmsMail-Order Firms
Distribution Mix
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Market Coverage
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Distribution
Convenience Goodsand Organizational Supplies
Expensive Technicalor Specialty Products
Intensive Selective Exclusive
Cost Factors
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SellingSelling
StorageStorage
DistributionDistribution
Control Issues
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How Goods AreHow Goods AreSold in the MarketplaceSold in the Marketplace
How Goods AreHow Goods AreSold in the MarketplaceSold in the Marketplace
ChannelChannelLengthLength
OverallOverallControlControl
LongerLongerShorterShorter
LessLessMoreMore
Channel Conflict
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Inadequate Product SupportInadequate Product SupportInadequate Product SupportInadequate Product Support
Too Many IntermediariesToo Many IntermediariesToo Many IntermediariesToo Many Intermediaries
Multiple Sales ChannelsMultiple Sales ChannelsMultiple Sales ChannelsMultiple Sales Channels
Managing Distribution
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WarehousingWarehousing
Materials HandlingMaterials Handling
Order ProcessingOrder Processing
Inventory ControlInventory Control
TransportationTransportation
Customer Communication Strategies
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Select CommunicationMix
Select CommunicationMix
Ethics, Etiquette andRegulations
Ethics, Etiquette andRegulations
Define Your MessageDefine Your Message
Decide on MarketApproach
Decide on MarketApproach
Set CommunicationGoals
Set CommunicationGoals
Setting Communication Goals
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InformingInformingInformingInforming RemindingRemindingRemindingRemindingPersuadingPersuadingPersuadingPersuading
Define Your Message
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Ideas to convey to target audience
Ideas to convey to target audience
Expand core messageExpand core message
Emotional appealEmotional appeal
Market Approach
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Communication Mix
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Personal sellingPersonal selling
AdvertisingAdvertising
Direct marketingDirect marketing
Sales promotionSales promotion
Public relationsPublic relations
Personal Selling
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ProspectingProspecting1
PreparingPreparing2
ApproachingApproaching3
PresentingPresenting4
HandlingObjections
HandlingObjections
5
ClosingClosing6
Following UpFollowing Up7
Advertising
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ProductProduct
InstitutionalInstitutional
SearchSearch
Online displayOnline display
Direct Marketing
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DirectDirectMailMail
DirectDirectMailMail
Tele-Tele-marketingmarketing
Tele-Tele-marketingmarketing
TargetTargetE-mailE-mailTargetTargetE-mailE-mail
Sales Promotion
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Public Relations
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CrisisCommunication
CrisisCommunication
News MediaNews Media
Social Media
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Word-of-mouthWord-of-mouth
WidgetsWidgets
Post-salescommunication
Post-salescommunication