BU352 Chapter Notes - Chapter 12: Data Warehouse, Lead Time, Direct Marketing
Document Summary
Place: getting the right products to the right place in the right quantity. Adds value for customers because they get products to customers efficiently and at low cost. Unless they secure appropriate distribution channels, org will not meet revenue targets. Convincing intermediaries to carry a new product is more difficult than it seems. A well integrated distribution strategy can result in increased revenues. The fight for shelf space is fierce; involves paying listing fees. Distribution channels, supply chain, and logistics are related. Distribution channel the set of institutions that transfer the ownership of and move goods from the point of production to the point of consumption; it consists of all the institutions and marketing activities in the marketing process. Wholesalers buy products from manufacturers and resell them to retailers. Retailers sell products directly to consumers. Each channel member performs a specialize role. Must reduce the number of marketplace contacts resulting in more efficient systems.
