MKT302 Mod 3 Case: The Marketing Mix: Distribution Channels (Place) Overview In the process of marketing mix, distribution channel which is categorised under place segment plays a vital role for marketers to ensure that an organisation’s products receive enhanced viewer-ship and footfall from the prospective customers…
Appropriate Distribution Strategy for Each of the Products Distribution strategy requires to be primarily based on the aspect of gaining appropriate market coverage. In this regard, it is determined that distribution strategy can be categorised into three segments including intensive distribution, selective distribution and exclusive distribution. Intensive distribution is a process which is utilised to make distribution of low priced as well as impulse purchase based offerings. These offerings comprise soft drinks and chocolates among others. Similarly, selective distribution strategy refers to making distribution by the use of a limited number of retail based outlets. Household products, computers and appliances among others are generally strategized to be distributed under this method. An enhanced geographical reach can be attained through this method. In relation to exclusive distribution, it is determined that distribution process takes places within a particular outlet. Greater priced products which require the support of intermediary such as vehicles are distributed through this method. Generally, distribution of vehicles is made with the aid of dealers (Pierce College, n.d.; Iyer & Vilas-Boas, 2003). In this context, before providing a justified recommendation regarding appropriate distribution strategy for both automobiles and canned soups, it is prudent to demarcate them based on high involvement and low involvement purchase. The products which cannot be easily purchased because of their high price are called high involvement products and products which belong to the low price range and which can be easily purchased are called low involvement products (Douglas, 2006). Product offerings such as automobiles and jewellery are categorised under high involvement, while canned soups, fast food and magazines among others belong to the low involvement section. In terms of consumer purchasing decision making, for high involvement products such as automobiles as the consumer involvement would be greater because of high price thus exclusive distribution strategy can be followed. This distribution strategy would facilitate automobiles especially the companies to select particular distributors for their offerings. The companies can further train the distributors as per their requirements so that they are able to communicate efficiently about the products’ features and specialty which in turn can enable them to judge consumer behaviour. In this context, the distribution strategy of selecting particular intermediate inventory based storage points would be appropriate for automobiles within the process of exclusive distribution strategy. This is because in case of high involvement purchase such as automobiles customers’ generally are quite conscious about their purchase. Thus, they always intend to attain a thorough understanding about the high-end products that they are going to acquire. In this scenario, the use of exclusive distribution strategy with the aid of particular inventory based storage points would be quite appropriate. In case of canned soups, intensive distribution strategy would be quite appropriate. This is due to the fact that canned soups are considered as relatively low priced products and the companies generally should aim to make distribution of the said product at as many outlets or locations i.e. places as possible. This product can ...
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The distribution channels of a company are part of the place marketing mix variable. Companies can use different channel options. Three channel options are direct marketing, sales forces, and vertical marketing systems. Two products that require different distribution plans are automobile and canned foods.
In terms of pricing, product and place, the business also seems to excel by staying true to the consumer attitude and emotions with this target market audience of youth buyers. Nothing in the translation would seem to provide any perceptions to customers that Volkswagen is trying to cheapen the brand and thus it can retain a blend of sophistication and also value pricing positioning without having to emphasize pricing issues to customers.
A definition of brands, positioning, products and relationships will be made. The assignment will also analyze two brand category examples and relate any relationship that may exist between them and the customers. It will also look at Professor Susan Fournier’s argument about the existence of a relationship between consumers and brands.
Apparently, the mechanism through which the price of various products are determined depend on multiple factors including the type of product, the targeted customers, availability of substitutes and other attributes influencing the supply side of the product marketing process which makes price determination, a complex phenomenon (Drury, 2005).
Use of direct selling of work based on buying or designing target list 2. Mailing letters and brochures directly to the targeted clients 3. Developing a fundamental brochure website that has services that are offered and contact information 4. Online advertisement with Google 2.
This is a subject of debate and whether or not it is true is yet to be determined. However, bearing in mind the trouble that has to be undertaken to see to it that a plant grows as a GM and also with the possibility of health hazard at hand; the question that follows is whether or not these GM crops bear a significantly different quantity of yield from the NGM.
The company has come across and made use of opportunities that encourage it to move forward in the business despite it also facing some major setbacks. For Harley Davidson Motorcycle Company there are several opportunities that have presented themselves to the company to promote its continued growth in the ever so competitive motorcycle industry.
a product or service starting from the movement of raw materials into the organization for production or processing, storage of the already manufactured goods, final stages of delivery of the product or service to the clients alongside the associated after sale services
For this to be accomplished, we will need to adopt the most appropriate marketing strategies based on McCarthy’s Four Ps. All these will be done after carrying out a market analysis and ascertaining the prevailing
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