8.4 Marketing Channel Strategies Learning Objectives Describe the factors that affect a firm’s channel decisions. Explain how intensive, exclusive, and selective distribution differ from one another. Explain why some products are better suited to some distribution strategies than others. Channel Selection Factors Selecting the best marketing channel is critical because it can mean the success or failure of your product. One of the reasons the Internet has been so successful… Read More »Marketing Channel Strategies

8.3 Functions Performed by Channel Partners Learning Objectives Describe the activities performed in channels. Explain which organizations perform which functions. Different organizations in a marketing channel are responsible for different value-adding activities. The following are some of the most common functions channel members perform. However, keep in mind that “who does what” can vary, depending on what the channel members actually agree to in their contracts with one another. Disseminate… Read More »Functions Performed by Channel Partners

8.2 Typical Marketing Channels Learning Objectives Describe the basic types of channels in business-to-consumer (B2C) and business-to-business (B2B) markets. Explain the advantages and challenges companies face when using multiple channels and alternate channels. Explain the pros and cons of disintermediation. List the channels firms can use to enter foreign markets. Figure 8.4 “Typical Channels in Business-to-Consumer (B2C) Markets” shows the typical channels in business-to-consumer (B2C) markets. As we explained, the shortest… Read More »Typical Marketing Channels

Chapter 8: Using Marketing Channels to Create Value for Customers 8.1 Marketing Channels and Channel Partners 8.2 Typical Marketing Channels 8.3 Functions Performed by Channel Partners 8.4 Marketing Channel Strategies 8.5 Channel Dynamics 8.6 Discussion Questions and Activities   8.1 Marketing Channels and Channel Partners Learning Objectives Explain why marketing channel decisions can result in the success or failure of products. Understand how supply chains differ from marketing channels. Describe… Read More »Using Marketing Channels to Create Value for Customers

7.2 Managing New Products: The Product Life Cycle Learning Objectives Explain how organizations manage offerings after being introduced to the marketplace. Explain how managing an offering may be different in international markets. Explain the product life cycle and the objectives and strategies for each stage. Over 20,000 new offerings, including convenience foods, health and beauty aids, electronics, automobiles, pharmaceutical products, hotels, restaurants, and so on, enter the marketplace each year.… Read More »Managing New Products: The Product Life Cycle

Chapter 7: Developing and Managing Offerings 7.1 The New Offering Development Process 7.2 Managing New Products: The Product Life Cycle 7.3 Discussion Questions and Activities 7.1 The New Offering Development Process Learning Objectives Identify an effective process for creating offerings and bringing them to market. Understand the relative importance of each step in the new offering development process and the functions within each step. Distinguish between the various forms of… Read More »Developing and Managing Offerings

6.5 Managing the Offering Learning Objectives Understand the people involved in creating and managing offerings. Recognize the differences in organizing product marketing for consumer versus B2B companies. Managing all of a company’s offerings presents a number of challenges. Depending on the size of the company and the breadth of the company’s offerings, several positions may be needed. A brand manager is one such position. A brand manager is the person responsible for… Read More »Managing the Consumer Offering

6.4 Branding, Labeling, and Packaging Learning Objectives Understand the branding decisions firms make when they’re developing new products. Identify the various levels of packaging for new products. What comes to mind when someone says Coke or Nike or Microsoft? According to BusinessWeek magazine, the Coca-Cola brand is the strongest brand in the world. However, a global study of consumers sponsored by Reuters found that Apple has the best brand. What is a “brand” and what do… Read More »Branding, Labeling, and Packaging

6.3 Types of Business-to-Business (B2B) Offerings Learning Objectives Define the various types of offerings marketed to businesses. Identify some of the differences with regard to how the various types of business offerings are marketed. Just like there are different types of consumer offerings, there are different types of business-to-business (B2B) offerings as well. But unlike consumer offerings, which are categorized by how consumers shop, B2B offerings are categorized by how… Read More »Types of Business-to-Business (B2B) Offerings

6.2 Types of Consumer Offerings Learning Objectives Define the various types of offerings marketed to individual consumers. Explain why a single offering might be marketed differently to different types of consumers. Products and services can be categorized in a number of ways. We will use these categories throughout the book because they are the most commonly referred to categories by marketers and because there are marketing implications for each. Consumer… Read More »Types of Consumer Offerings