Chapter 7
Delivering Customer Value: Place to Everywhere
Место и Вездесущность
'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 ...
Сети доставки
Delivery networks elevate the shopping experience by giving customers flexibility and convenience in selecting their shopping methods. It necessitates ...
Каналы сбыта против логистики и против цепочки поставок
From manufacturing to the final user, a product's journey is governed by distribution, logistics, and Supply Chain Management or SCM.
Together, they ...
Важность сетей доставки
Manufacturers often delegate selling duties to intermediaries, like distributors, wholesalers, and retailers, surrendering some control over sales and ...
Проектирование маркетинговых каналов
Marketing channels play a crucial role in guiding how products reach consumers.
They encompass Direct and Indirect Marketing channels and Franchises.
...
Вертикальные_маркетинговые_системы
A Vertical Marketing System or VMS is a channel structure that aims to achieve economies of scale and increase cost efficiency by uniting producers, ...
Горизонтальные_Маркетинговые_Системы
A horizontal Marketing System or HMS refers to a distribution system where two or more independent firms at the same level collaborate to maximize ...
Многоканальное_распределение
Multichannel distribution involves selling products through several channels, like physical retail stores, online websites, mobile apps, and third-party ...
Омниканальная стратегия
In a multichannel approach, an omnichannel strategy provides customers with a seamless and unified experience across various platforms.
Imagine a retail ...
Решения по проектированию канала
Channel design decisions involve the strategic choices that businesses make in distributing and delivering their products or services to customers.
It ...
Решения по управлению каналами
Channel management decisions include selecting, managing, motivating, and evaluating channel members' performance.
During the selection process, such ...
Власть и конфликты в каналах
Power and conflicts within channels refer to the dynamics and struggles among manufacturers, wholesalers, retailers, and distributors.
Power manifests ...
Розничные продавцы
Retailers are businesses or individuals that sell goods or services directly to consumers.
They serve as intermediaries in the distribution channel, ...
Стратегия розничной торговли
Retail strategy is a comprehensive plan developed by retailers to meet business objectives, effectively serve the target market, and achieve financial ...
Оптовики
Wholesalers are intermediaries who simplify distribution by buying large quantities from manufacturers and supplying smaller amounts to retailers.
It ...
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