Chapter 7
Delivering Customer Value: Place to Everywhere
Miejsce sprzedaży i dostępność
'Place' in the marketing mix refers to where and how a product will be distributed to the customer. It ensures products are available at the right ...
Sieci dostaw
Delivery networks elevate the shopping experience by giving customers flexibility and convenience in selecting their shopping methods. It necessitates ...
Kanały dystrybucji / logistyka / łańcuch dostaw
From manufacturing to the final user, a product's journey is governed by distribution, logistics, and Supply Chain Management or SCM.
Together, they ...
Znaczenie sieci dostaw
Manufacturers often delegate selling duties to intermediaries, like distributors, wholesalers, and retailers, surrendering some control over sales and ...
Projekty kanałów marketingowych
Marketing channels play a crucial role in guiding how products reach consumers.
They encompass Direct and Indirect Marketing channels and Franchises.
...
Pionowy system marketingowy
A Vertical Marketing System or VMS is a channel structure that aims to achieve economies of scale and increase cost efficiency by uniting producers, ...
Poziomy system marketingowy
A horizontal Marketing System or HMS refers to a distribution system where two or more independent firms at the same level collaborate to maximize ...
Dystrybucja wielokanałowa
Multichannel distribution involves selling products through several channels, like physical retail stores, online websites, mobile apps, and third-party ...
Strategia omnichannel
In a multichannel approach, an omnichannel strategy provides customers with a seamless and unified experience across various platforms.
Imagine a retail ...
Decyzje dotyczące projektu kanału
Channel design decisions involve the strategic choices that businesses make in distributing and delivering their products or services to customers.
It ...
Decyzje dotyczące zarządzania kanałami
Channel management decisions include selecting, managing, motivating, and evaluating channel members' performance.
During the selection process, such ...
Władza i konflikty w kanałach
Power and conflicts within channels refer to the dynamics and struggles among manufacturers, wholesalers, retailers, and distributors.
Power manifests ...
Sprzedawcy detaliczni
Retailers are businesses or individuals that sell goods or services directly to consumers.
They serve as intermediaries in the distribution channel, ...
Strategia sprzedaży detalicznej
Retail strategy is a comprehensive plan developed by retailers to meet business objectives, effectively serve the target market, and achieve financial ...
Hurtownicy
Wholesalers are intermediaries who simplify distribution by buying large quantities from manufacturers and supplying smaller amounts to retailers.
It ...
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