Alternative Arrangements Business-to-government, consumer-to-consumer, and institutional markets are additional types of marketing channels. LEARNING OBJECTIVES Outline the characteristics of business-to-government, consumer-to-consumer, and institutional marketing channels KEY TAKEAWAYS Key Points Business-to-government marketing encompasses marketing products and services to various levels of the government, such as federal, state, and local. Consumer -to-consumer commerce is the completion of transactions between private individuals or consumers. Institutional market consumers are often nonprofit organizations and are… Read More »Alternative Channel Arrangements : additional types of marketing

Channel Structures B2C Channels Brick-and-mortar and e-commerce are two main channels of business-to-consumer marketing. LEARNING OBJECTIVES Define a business-to-consumer market, and the strategies marketers use to target consumers KEY TAKEAWAYS Key Points A business-to- consumer market is the sale of goods and services from individuals or businesses to the end user. A brick-and-mortar store allows a consumer to visit the establishment and view the products, while receiving face-to-face customer service.… Read More »Channel Structures : business-to-consumer and business-to-business marketing

Streamlining Distribution Streamlining distribution involves the planning and efficient use of supply chain resources and may involve working with intermediaries. LEARNING OBJECTIVES Describe the different elements that help streamline the logistics and distribution process KEY TAKEAWAYS Key Points The scope of the planning of logistics and distribution processes is not limited only to the planning of production, transportation, or distribution. In order to optimize the work of the logistics and… Read More »Streamlining Distribution : planning and efficient use of supply chain resources

Channel Intermediaries Functions of Intermediaries Intermediaries make it possible for a company to deliver its products to the end user without needing to own the whole supply chain. LEARNING OBJECTIVES Describe the functions of agents, wholesalers, distributors and retailers KEY TAKEAWAYS Key Points Distribution of goods takes place by means of channels, and the intermediaries are the independent groups or organizations within the channel that make the product available for… Read More »Channel Intermediaries : functions of agents, wholesalers, distributors and retailers

Selecting Marketing Channels Strategic selection of marketing channels can impact an organization’s brand, profitability, and overall scale of operations for a given line of products or services. LEARNING OBJECTIVES Identify a number of key considerations when selecting marketing channels KEY TAKEAWAYS Key Points Marketing channels represent the relationship between a producer and the user, usually in the form of a strategic alliance such as a retailer. When selecting which marketing… Read More »Strategic selection of marketing channels

Types of Marketing Channels There are basically 4 types of marketing channels: direct selling; selling through intermediaries; dual distribution; and reverse channels. LEARNING OBJECTIVES Define direct selling, indirect channels, dual distribution, and reverse channels KEY TAKEAWAYS Key Points Direct selling is the marketing and selling of products directly to consumers away from a fixed retail location. An intermediary (or go-between) is a third party that offers intermediation services between two… Read More »Types of Marketing Channels : direct selling| selling through intermediaries| dual distribution

Marketing Channels in the Supply Chain The Significance of Marketing Channels The primary purpose of any channel of distribution is to bridge the gap between the producer of a product and its user. LEARNING OBJECTIVES Identify the types of institutions that participate in marketing channels, and the three primary functions of these channels KEY TAKEAWAYS Key Points The channel is composed of different institutions that facilitate the transaction and the… Read More »Marketing Channels in the Supply Chain

Global Considerations in Branding and Packaging At the global marketing level, a company needs to launch appropriate marketing plans so results can be achieved across multiple countries. LEARNING OBJECTIVES Discuss how language, colors, customs, aesthetics, and placement affect global branding and packaging in products KEY TAKEAWAYS Key Points Language differences cause many problems for marketers in designing advertising campaigns and product labels. It is important to double-check the translation of… Read More »Global Considerations in Branding and Packaging

Packaging Strategies Packaging enables a marketing team to highlight key product attributes, qualifiers, and branding images to capture strategic value. LEARNING OBJECTIVES Describe the various strategies and objectives a marketing team can employ to capture value through effective packaging KEY TAKEAWAYS Key Points Packaging fulfills a variety of strategy purposes across a number of disciplines, including legal, marketing, and operational objectives. From a marketing perspective, there are quite a few… Read More »Packaging Strategies : highlight key product attributes, qualifiers, branding images, strategic value

Packaging The Purposes of Packaging The role of packaging in marketing has become quite significant as it is one of the ways companies can get consumers to notice products. LEARNING OBJECTIVES Describe the various uses of product packaging within a branding context KEY TAKEAWAYS Key Points Considering the importance placed on the package, it is not surprising that a great deal of research is spent on motivational research, color testing,… Read More »Packaging: The Purposes of Packaging