PAZARLAMA YÖNETİMİ

Some companies such as logistics and transportation companies, warehouse operators, banks etc. in the marketing channels help in the distribution process, but they neither undertake the ownership of goods nor carry out the ownership of goods nor carries out negotiations between sellers and customers, they just ease the flow of goods from producers to final customers and therefore they are called as facilitators.

Possession utility is the value consumers put on buying a product and having the freedom to use the product.

“A push strategy is particularly applicable when there is low brand loyalty whereas a pull strategy is especially appropriate when there is high brand loyalty and high involvement in the category, when consumers are able to receive differences between brands, and when they chose the brand before they go to store”.

Accumulation refers to bringing together similar inventory from a number of sources into a larger homogeneous supply.

Generally, it is easier to operate for companies by making use of the extensive network of privately owned distribution organizations. Manufacturers obtain a number of benefits by using a variety of intermediaries. Routinization of transactions made by the intermediaries in purchasing goods and services leads to standardization of goods and services whose performance characteristics can be compared and assessed easily, which results in efficiencies in the execution of channel activities. Intermediaries reduce the number of contacts and the transactions.

The ownership channel includes transferring of the title to the goods.

A direct marketing channel, also named as a zero-level channel, is the shortest and simplest of distribution channels, and it does not contain any intermediary manufacturer and consumer.

Each distribution channel system produces five main service outputs:

Lot size: The number of units the channel permits a typical customer. In another words, it is ability of channel to procure small quantities.

Waiting and delivery time: The average time customers wait for receiving goods

Spatial convenience: The degree to which the marketing channel makes it easy for customer to buy the product. It includes proximity of goods to buyer and associated convenience.

Product variety: The assortment provided by the channel. Normally, customers prefer a greater assortment since more choices increase the chance of finding what they need.

Service back-up: Add-on services such as credit, delivery, installation, repairs, etc. are provided by the channel. The greater the service backs up, the greater the channel performs the work.

If the manufacturer’s existing sales force is small and how to reach these markets effectively is a problem, the following channel alternatives can be used:

Expanding the manufacturer’s sales force, hiring manufacturer’s agents,

Finding distributers in different regions or industries to sell the product,

Using many different types of intermediaries in a channel provides both benefits and difficulties.

Direct and indirect channels competing with each other for many of the same customers may cause potential conflict.

Disadvantages of of using third party logistics service providers:

Loss of control over the logistics function

Impact on in-house workforce

More distance from clients-loss of personal touch

Discontinuity of services of a 3PL provider

Differences of opinion or perception of the service level of the 3PL provider

The economic impacts of marketing and logistics can affect individual consumers. These impacts can be explained through the concept of economic utility, which is the value or usefulness of a product in meeting customer needs and wants. In making goods and services available to customers, marketing and logistics channel members add value by creating the place, time, possession, and information utilities. The correct answer A.

Possession utility is the value consumers put on buying a product and having the freedom to use the product. Having a variety of easy payment methods is part of facilitating possession as is the physical location of the product and how it is delivered to the customer. The correct answer is D.

Accumulation refers to bringing together similar inventory from a number of sources into a larger homogeneous supply. Allocation accounts for breaking down a homogeneous supply into smaller lots. Assorting stands for building up of an assortment of products for reselling in association with each other.Sorting means breaking down a heterogeneous supply into separate stocks that are relatively homogeneous. The correct answer is B.

The logistic channel is related to the sorting function, which bridges the discrepancy between the assortment of goods and services generated by the producer and the assortment demanded by the consumer.16 Commonly used intermediaries in this channel are the logistics companies such as freight forwarder, whose function is to provide logistics services.

The promotions channel is involved in promoting a new or an existing good or service, and it can be related to the financial channel since monetary allowances are generally part of the promotion effort. Intermediaries in this channel aid promotions. For example, advertising agencies can handle the preparation and media placement of advertising materials. The correct answer is E.

Corporate Vertical Marketing Systems join production and distribution functions under single ownership. In this case, the producer undertakes the functions of wholesaler or retailer. An integration of an airline company with a travel agency or insurance company is an example for corporate VMS. The correct answer is A.

Horizontal marketing system is the marketing system created by two or more unrelated companies at the same channel level, which put together resources and programs temporarily or permanently to capture marketing opportunities. The correct answer is B.

In recent years, many companies have increasingly used hybrid channels and multichannel marketing to reach the same or different markets, because today, customers want to find the same product in different type of channels. IKEA’s use of both physical store and internet store for furniture  sales is an example of multichannel usage. Multichannel marketing takes place “when a single company employs two or more marketing channels to serve customer segments. The correct answer is C.

Full-service wholesalers include wholesale merchants and industrial distributors. They provide full line of services including carrying inventory, maintaining a sales force, making delivery, helping promotion, providing information, marking and packaging goods etc. The correct answer is A.

Supply chain management is defined as “encompassing the planning and management of all activities involved in sourcing and procurement, conversion, and all logistics management activities”. This definition emphasizes that supply chain management includes coordination and cooperation with channel members, which can be suppliers, intermediaries, third party service providers, and customers. The correct answer is B.