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Basic Marketing – Chapter 11Supplementary PowerPoint Archive
This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.
See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.
For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
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Dell Opening Photo11-2
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Exhibit 11-1: Marketing Strategy Planning Decisions for Place
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Science Diet ad
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Oakley website showing sunglasses and dealer location
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Unilever’s Agrigel in Spain, Unilever’s Clear Plan website and Unilever products in Vietnam photos
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Unilever’s Agrigel in Spain11-8
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Unilever’s Clear Plan website11-9
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Unilever products in Vietnam photos11-10
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Glaceau website11-11
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Levi’s Signature Jeans at Wal-Mart photo11-12
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Amazon warehouse photo11-13
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Peterson channel
captain ad
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Electrolux ad
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Exhibit 11-2: How Channel Functions May Be Shifted and Shared in Different Channel Systems
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iPod vending machine photo11-17
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Exhibit 11-3: Characteristics of Traditional and Vertical Marketing Systems
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Mothers Work website11-19
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Exhibit 11-4: An Example of Multichannel Distribution by a Publisher of Computer Books,
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In-text recycling toner cartridges photo11-24
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Mercedes-Benz Axor Truck ad
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Haier ad and Lowe’s website11-26
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GameStop photo 11-27
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Place Decisions in the Marketing Mix
Making products available in the right quantities and locations—when customers want them
Channels of distribution (Chapters 11-13)
Focus on institutions involved in getting product to the customer
Logistics (Chapter 12)
Focus on the physical flow of the product
Facilities needed for storing and transporting
Customer service levels to satisfy customers
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Channel Specialists Adjust Discrepancies
DISCREPANCIES OF QUANTITY Difference between the quantity of products it is economical
to produce and the quantity customers want
DISCREPANCIES OF ASSORTMENT Difference between the lines a producer makes and the
assortment customers want
REGROUPING ACTIVITIES REDUCE DISCREPANCIES Accumulating
Bulk-breaking
Sorting
Assorting
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Amazon distribution center photo 11-31
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John Deere toy tractors at Home Depot 11-32
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Channel Captain
A manager who helps direct the activities of the whole channel
Tries to develop cooperation and avoid or resolve conflicts
May be either a producer or middleman
Big retail chains increasingly taking this role
Guides the whole channel to compete better with other channels
Effective allocation of functions
A common product-market commitment
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Hefty Zoo Pals and
Nyman ads
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Vertical Marketing Systems
Whole channel focuses on the same target market at the end of the channel
Corporate channel systems corporate ownership all along the channel
often involves vertical integration
Administered channel systems informal agreements among channel members
Contractual channel systems legal contracts among channel members
Alliances are also popular Usually short term, and may involve a whole network of firms
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Level of Market Exposure
Intensive
selling through all responsible and suitable wholesalers and retailers who will stock and/or sell the product
Selective
selling through only those middlemen who will give the product special attention
Exclusive
selling through only one middleman in a particular geographic region
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Selective Distribution
Sell only through middlemen who give the product special attention
Avoids dealing with middlemen who: have poor credit standing
make too many returns
require too much service
place only small orders
can't or won't do a satisfactory job
Becoming more popular less expensive than intensive distribution
better cooperation among channel members
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Reverse Channels of Distribution
Reverse channels are channels used to retrieve products that customers no longer want
Examples of situations:
recall of unsafe products
return of products from incorrectly filled order
return of products under warranty
return of products customer orders in error
return of products customer orders online
return of products to be recycled (bottles, etc.)
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When Indirect
Channels Are Best
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Direct Channels Are
Common with
Business Customers
and Services
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