MGMT 105 Lecture Notes - Lecture 15: Multichannel Marketing, Direct Market, Sales Promotion
Document Summary
Intro to marketing (mgmt 105) lecture notes 15. For services produced in presence of customers. Publisher of computer (specialty) books: general book wholesaler (like ingram) Sells to internet book retailers (like amazon) or independent book retailer (like campus bookstore: computer supplies and accessories specialty wholesaler. Sells to electronics superstore chain (like best buy) Book store chain (like barnes and noble) Finally, the products are sold to the consumers: different segments may prefer to buy from different channels. Manufacturer -> retailer -> consumers: common when retailer is large and can buy in large quantities from the producer or when inventory costs are not too high. Manufacturer -> wholesaler -> retailer -> consumers: common for low-cost low unit value items. Manufacturer -> agent -> wholesaler -> retailer -> consumers: common when there are many small manufacturers and many small retailers. Multichannel marketing: blending of different delivery channels that mutually support each other to build customer relationships.
