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PrinciplesofMarketingLectureSlidesDr.RobertHurleyFordhamCollegeofBusinessDistributionChannelFunctionsDistributionChannelFunctionsContactContactFinancingFinancingInformationInformationRiskTakingRiskTakingPromotionPromotionMatchingMatchingNegotiationNegotiationPhysicalDistributionPhysicalDistributionTheseFunctionsShouldbeAssignedtotheChannelMemberWhoCanPerformThemMostEfficientlyandEffectivelytoProvideSatisfactoryAssortmentsofGoodsandServicestoTargetCustomers.ConsumerMarketingChannels&LevelsConsumerMarketingChannels&LevelsDirectIndirectDirectIndirectMMWWJJRRCCMMWWRRCCMMRRCCMMCCChannel1Channel2Channel3Channel4ChannelLevel-EachLayerofIntermediariesthatPerformSomeWorkinBringingtheProductanditsOwnershipClosertotheFinalBuyer.ChannelDesignDecisionsChannelDesignDecisionsAnalyzingConsumerServiceNeedsAnalyzingConsumerServiceNeedsSettingChannelObjectives&ConstraintsSettingChannelObjectives&ConstraintsExclusiveDistributionExclusiveDistributionSelectiveDistributionSelectiveDistributionIntensiveDistributionIntensiveDistributionIdentifyingMajorAlternativesIdentifyingMajorAlternativesEvaluatingtheMajorAlternativesEvaluatingtheMajorAlternativesMajorLogisticsFunctionsMajorLogisticsFunctionsInventoryWhentoorderHowmuchtoorderJust-in-timeInventoryWhentoorderHowmuchtoorderJust-in-timeCostsMinimizeCostsofAttainingLogisticsObjectivesCostsMinimizeCostsofAttainingLogisticsObjectivesWarehousingStorageDistributionWarehousingStorageDistributionOrderProcessingReceivedProcessedShippedOrderProcessingReceivedProcessedShippedLogisticsFunctionsTransportationRail,Truck,Water,Pipeline,AirWhatisRetailing?WhatisRetailing?AlltheactivitiesinvolvedinsellinggoodsorservicesAlltheactivitiesinvolvedinsellinggoodsorservicesdirectlytofinalconsumersfortheirpersonal,directlytofinalconsumersfortheirpersonal,nonbusinessuse.nonbusinessuse.Retailers-businesseswhosesalescomeRetailers-businesseswhosesalescomeprimarilyprimarilyfromfromretailing.retailing.Retailerscanbeclassifiedas:Retailerscanbeclassifiedas:StoreretailersStoreretailerssuchasHomeDepot,Sears,suchasHomeDepot,Sears,Walmart.Walmart.NonstoreretailersNonstoreretailerssuchasthemail,telephone,andsuchasthemail,telephone,andInternet.Internet.RetailerMarketingDecisionsRetailerMarketingDecisionsRetailerMarketingMixRetailerMarketingMixRetailerStrategyRetailerStrategyTargetMarketRetailStorePositioningProductandServiceAssortmentPricesPromotionPlace(Location)Retailer’sProductAssortmentandServicesDecisionsRetailer’sProductAssortmentandServicesDecisionsProductAssortment•WidthandDepthofAssortment•QualityofProducts•ProductDifferentiationStrategiesProductAssortment•WidthandDepthofAssortment•QualityofProducts•ProductDifferentiationStrategiesServicesMixKeyToolofNonpriceCompetitionforSettingOneStoreApartFromAnother.ServicesMixKeyToolofNonpriceCompetitionforSettingOneStoreApartFromAnother.Store’sAtmosphere•PhysicalLayout•“Feel”ThatSuitstheTargetMarketandMovesCustomerstoBuyStore’sAtmosphere•PhysicalLayout•“Feel”ThatSuitstheTargetMarketandMovesCustomerstoBuyTheNatureofPersonalSellingTheNatureofPersonalSellingInvolvestwo-way,personalcommunicationbetweenInvolvestwo-way,personalcommunicationbetweensalespeopleandindividualcustomerswhether:salespeopleandindividualcustomerswhether:facetoface,facetoface,bytelephone,bytelephone,throughvideoconfere...