Basic Marketing – Chapter 11Supplementary PowerPoint Archive

This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.

See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.

For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.

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Dell Opening Photo11-2

Exhibit 11-1: Marketing Strategy Planning Decisions for Place

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Iams ad

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Science Diet ad

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Oakley website showing sunglasses and dealer location

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Unilever’s Agrigel in Spain, Unilever’s Clear Plan website and Unilever products in Vietnam photos

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Unilever’s Agrigel in Spain11-8

Unilever’s Clear Plan website11-9

Unilever products in Vietnam photos11-10

Glaceau website11-11

Levi’s Signature Jeans at Wal-Mart photo11-12

Amazon warehouse photo11-13

Peterson channel

captain ad

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Electrolux ad

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Exhibit 11-2: How Channel Functions May Be Shifted and Shared in Different Channel Systems

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iPod vending machine photo11-17

Exhibit 11-3: Characteristics of Traditional and Vertical Marketing Systems

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Mothers Work website11-19

Stihl ad

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ROC ad

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Altoids ad

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Exhibit 11-4: An Example of Multichannel Distribution by a Publisher of Computer Books,

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In-text recycling toner cartridges photo11-24

Mercedes-Benz Axor Truck ad

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Haier ad and Lowe’s website11-26

GameStop photo 11-27

Place Decisions in the Marketing Mix

Making products available in the right quantities and locations—when customers want them

Channels of distribution (Chapters 11-13)

Focus on institutions involved in getting product to the customer

Logistics (Chapter 12)

Focus on the physical flow of the product

Facilities needed for storing and transporting

Customer service levels to satisfy customers

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Iams ad

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Channel Specialists Adjust Discrepancies

DISCREPANCIES OF QUANTITY Difference between the quantity of products it is economical

to produce and the quantity customers want

DISCREPANCIES OF ASSORTMENT Difference between the lines a producer makes and the

assortment customers want

REGROUPING ACTIVITIES REDUCE DISCREPANCIES Accumulating

Bulk-breaking

Sorting

Assorting

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Amazon distribution center photo 11-31

John Deere toy tractors at Home Depot 11-32

Channel Captain

A manager who helps direct the activities of the whole channel

Tries to develop cooperation and avoid or resolve conflicts

May be either a producer or middleman

Big retail chains increasingly taking this role

Guides the whole channel to compete better with other channels

Effective allocation of functions

A common product-market commitment

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Hefty Zoo Pals and

Nyman ads

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Vertical Marketing Systems

Whole channel focuses on the same target market at the end of the channel

Corporate channel systems corporate ownership all along the channel

often involves vertical integration

Administered channel systems informal agreements among channel members

Contractual channel systems legal contracts among channel members

Alliances are also popular Usually short term, and may involve a whole network of firms

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Level of Market Exposure

Intensive

selling through all responsible and suitable wholesalers and retailers who will stock and/or sell the product

Selective

selling through only those middlemen who will give the product special attention

Exclusive

selling through only one middleman in a particular geographic region

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Selective Distribution

Sell only through middlemen who give the product special attention

Avoids dealing with middlemen who: have poor credit standing

make too many returns

require too much service

place only small orders

can't or won't do a satisfactory job

Becoming more popular less expensive than intensive distribution

better cooperation among channel members

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Reverse Channels of Distribution

Reverse channels are channels used to retrieve products that customers no longer want

Examples of situations:

recall of unsafe products

return of products from incorrectly filled order

return of products under warranty

return of products customer orders in error

return of products customer orders online

return of products to be recycled (bottles, etc.)

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When Indirect

Channels Are Best

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Direct Channels Are

Common with

Business Customers

and Services

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