ADMN 2100H Lecture Notes - Lecture 9: Supply Chain
20 Jun 2018
School
Department
Course
Professor
ADMN2100H: Introduction to Marketing
Thursday, March 15th, 2018
Lecture Week 9
Product and Brand Positioning
-Bringing together product and price in a meaningful way
-A way to define and differentiate your brand (or product)
-Highly dependent upon proper segmentation
-Two common ways that are used simultaneously
oPositioning / perceptual maps
oPositioning statements
Positioning Statement
-Brands will write a positioning statement that becomes the starting point for all of its marketing activities
-Do not change over time
-Not for external consumption
For (your target segment)
(your brand/product) is a (product category)
which provides (main benefit) unlike
(primary competitor)
which provides (competitor's main benefit)
Place
-Supply chain
-Marketing channels
-Channels of distribution
-Value delivery network
Transactions Are Costly
-Every
Functions of Channel Intermediaries
-Financing
-Promotion
-Information
-After sales support
-Physical distribution
-Matching and arranging
-Negotiation
-Contacts
-Risk taking
Types pf Intermediaries
Agents
-Perform only a few functions and do not take title to goods
-Paid by retainer, or percentage of sales or combination
oManufacturers' agents
oAdvertising agencies
Broker
-Generally specialize by product line or customer type
-Paid by percentage of sales
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