Post on 18-Jan-2018
transcript
Chapter 21.2Marketing Essentails
Right to sell a product granted a single outlet
Protected territories for distribution of a product
Luxury items Integrated distribution – manufacturer is
also distributor
Limited number of outlets in an area sell the product
Maintains product image Easier product control
All suitable outlets are used to sell the product
Objective is market coverage – always can find the product when you want it
• Manufacturer to Consumer– Farmer’s Market, Crafts, Telemarketing, Online
• Manufacturer to Retailer to Consumer– Fashion Apparel, Automobiles, Chain Stores
• Manufacturer to Wholesaler to Retailer to Consumer– Always in Stock – Stationary, Flowers, Canned/Boxed
Food
• Manufacturer to Agent to Retailer to Consumer– Expensive Cookware, Meat, Cosmetics, Fresh
Vegetables, Industrial Products (Lumber, Steel)