Why It Matters: Promotion: Integrated Marketing Communication (IMC) Why learn about integrated marketing communication? The fourth P, promotion, focuses on communicating with target audiences about something: a product, service, organization, idea, or brand. Communication is how you let people know about your offering (product) and why it matters, how much it costs (price), and where to find it (place). A very wide array of tools is available today to help marketers communicate with their target audiences.… Read More »Why It Matters: Promotion: Integrated Marketing Communication (IMC)

Putting It Together: Place: Distribution Channels Let’s return to our earlier example of Whole Foods’ and Trader Joe’s distribution strategies now that we understand much more about marketing channels and supply chains. Whole Foods and Trader Joe’s use very different approaches to source their products, place stores, and get the products to the stores. Both companies have developed these strategies because of their missions and their focus on delivering value to… Read More »Putting It Together: Place: Distribution Channels

Supply Chain and Channel Strategy LEARNING OBJECTIVES Explain the impact of the supply chain on the distribution strategy Let’s look at an example in which the supply chain is key to a successful channel strategy that delivers the right value to customers. Elli.com is an online retailer that sells customized wedding materials to brides. Elli specializes in paper products that are unique and beautifully designed, and it coordinates a complete look for… Read More »Supply Chain and Channel Strategy

Integrated Supply Chain Management LEARNING OBJECTIVES Define integrated supply chain management As the importance of managing the supply chain well has increased, companies have acknowledged that they must manage the supply chain as a complete system and treat it as an integrated function. When an organization takes an integrated approach, it is recognizing that it cannot manage each part of the supply chain as an independent function, but instead needs to understand… Read More »Integrated Supply Chain Management

Components of a Supply Chain LEARNING OBJECTIVES Identify the components of a supply chain Introduction The interconnected teams and organizations that comprise the supply chain provide a range of different functions. The supply chain for every organization is different. In fact, each product can have different supply chain needs and challenges, leading to different players. In general, the supply chain spans a fairly common set of functions that are accomplished… Read More »Components of a Supply Chain

Introduction to Integrated Supply Chain Management and the Distribution Strategy Earlier in this module we discussed the definition of supply chain and the difference between the supply chain and marketing channels. As a reminder, the supply chain is a system of organizations, people, activities, information, and resources involved in moving a product or service from supplier to customer. Supply chain activities involve the transformation of natural resources, raw materials, and components… Read More »Integrated Supply Chain Management and the Distribution Strategy

Retail Strategy LEARNING OBJECTIVES Describe the elements of the retail marketing strategy Just when we have finally mastered the marketing mix that includes the four Ps, we arrive at the retail strategy. The retail marketing strategy includes all of the elements of the traditional marketing mix: Retailers buy product from producers or wholesalers that will most appeal to their target market. Retailers set a price that delivers value for the product and the complete… Read More »Retail Marketing Strategy

Types of Retailers LEARNING OBJECTIVES Differentiate between common types of retailers Beyond the distinctions in the products they provide, there are structural differences among retailers that influence their strategies and results. One of the reasons the retail industry is so large and powerful is its diversity. For example, stores vary in size, in the kinds of services that are provided, in the assortment of merchandise they carry, and in their ownership… Read More »Types of Retailers

Retailing LEARNING OBJECTIVES Define retailing Introduction Retailing involves all activities required to market consumer goods and services to ultimate consumers who are purchasing for individual or family needs. By definition, B2B purchases are not included in the retail channel since they are not made for individual or family needs. In practice this can be confusing because many retail outlets do serve both consumers and business customers—like Home Depot, which has a… Read More »Retailing

Introduction to Retailers As Channels of Distribution What you’ll learn to do: describe types of retailers and explain how they are used as a channel of distribution Retailing is important for marketing students to understand for two main reasons. First, most channel structures end with a retailer. While products may pass through a wholesaler or involve a broker or agent, they also include a retailer. Second, retail offers an immense number of… Read More »Retailers As Channels of Distribution