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Questions and Answers
What is the primary benefit of Gardenia's daily supply mechanism?
What is the primary benefit of Gardenia's daily supply mechanism?
How does Gardenia's packaging innovation benefit their products in retail?
How does Gardenia's packaging innovation benefit their products in retail?
What is one of the secondary channels through which Gardenia distributes its products?
What is one of the secondary channels through which Gardenia distributes its products?
What type of customer does the multi-channel distribution concept target?
What type of customer does the multi-channel distribution concept target?
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Which of the following is NOT a direct sales channel used by Gardenia?
Which of the following is NOT a direct sales channel used by Gardenia?
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What is a significant advantage of Gardenia’s expansion into smaller retail outlets?
What is a significant advantage of Gardenia’s expansion into smaller retail outlets?
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How does Gardenia ensure a personal connection with its customers?
How does Gardenia ensure a personal connection with its customers?
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What is the goal of Gardenia's varied distribution strategy?
What is the goal of Gardenia's varied distribution strategy?
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What characterizes a manufacturer-sponsored wholesaler franchise system?
What characterizes a manufacturer-sponsored wholesaler franchise system?
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Which of the following best describes a horizontal marketing system?
Which of the following best describes a horizontal marketing system?
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What is disintermediation in marketing channels?
What is disintermediation in marketing channels?
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What does intensive distribution mean?
What does intensive distribution mean?
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Which factor is NOT considered when setting channel objectives?
Which factor is NOT considered when setting channel objectives?
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What is the primary focus of marketing logistics?
What is the primary focus of marketing logistics?
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Which distribution strategy allows a limited number of dealers to sell a product?
Which distribution strategy allows a limited number of dealers to sell a product?
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What criteria are used to evaluate channel alternatives?
What criteria are used to evaluate channel alternatives?
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What best describes upstream partners in a supply chain?
What best describes upstream partners in a supply chain?
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What is a value delivery network comprised of?
What is a value delivery network comprised of?
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Channel conflict primarily refers to disagreements among channel members regarding what?
Channel conflict primarily refers to disagreements among channel members regarding what?
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Which type of conflict occurs among firms at the same level within a marketing channel?
Which type of conflict occurs among firms at the same level within a marketing channel?
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What defines a Vertical Marketing System (VMS)?
What defines a Vertical Marketing System (VMS)?
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What characterizes a Corporate Vertical Marketing System (VMS)?
What characterizes a Corporate Vertical Marketing System (VMS)?
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What distinguishes a Franchise Organization in channel distribution?
What distinguishes a Franchise Organization in channel distribution?
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In a conventional marketing channel, what is the primary flow of goods?
In a conventional marketing channel, what is the primary flow of goods?
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What is the primary advantage of the direct-to-consumer channel in a multi-channel distribution system?
What is the primary advantage of the direct-to-consumer channel in a multi-channel distribution system?
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Which market expansion strategy did Gardenia use to grow its business?
Which market expansion strategy did Gardenia use to grow its business?
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What does the 'jar-full' concept describe in Gardenia's distribution strategy?
What does the 'jar-full' concept describe in Gardenia's distribution strategy?
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Why is efficient logistics and delivery critical for perishable products like bread?
Why is efficient logistics and delivery critical for perishable products like bread?
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How does Gardenia ensure the freshness of its products in various distribution channels?
How does Gardenia ensure the freshness of its products in various distribution channels?
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What key component does Gardenia's organizational system emphasize for effective distribution?
What key component does Gardenia's organizational system emphasize for effective distribution?
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Which distribution channels does Gardenia utilize in its multi-channel strategy?
Which distribution channels does Gardenia utilize in its multi-channel strategy?
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What strategic advantage does segmented market penetration provide Gardenia?
What strategic advantage does segmented market penetration provide Gardenia?
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What is the primary role of interaction in Mr. Cruel's success?
What is the primary role of interaction in Mr. Cruel's success?
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Which aspect does Mr. Cruel emphasize for inspiring innovation?
Which aspect does Mr. Cruel emphasize for inspiring innovation?
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What should a company focus on when launching a challenger brand, according to Mr. Cruel?
What should a company focus on when launching a challenger brand, according to Mr. Cruel?
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What phase of the product life cycle involves investing in awareness and demand creation?
What phase of the product life cycle involves investing in awareness and demand creation?
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During which product life cycle phase should companies focus on cost optimizations?
During which product life cycle phase should companies focus on cost optimizations?
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What characteristic is crucial for a challenger brand's entrepreneurial intensity?
What characteristic is crucial for a challenger brand's entrepreneurial intensity?
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What should companies do during the growth phase of a product life cycle?
What should companies do during the growth phase of a product life cycle?
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How should a company support a product in the decline phase?
How should a company support a product in the decline phase?
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Study Notes
Supply Chain
- Upstream partners help to provide raw materials, components, parts, information, finances, and expertise needed to create a product or service.
- Downstream partners, such as wholesalers and retailers, form a vital connection between the firm and its customers.
- Value Delivery Network is composed of companies, suppliers, distributors, and ultimately, customers who partner together to improve the performance of the entire system.
- Distribution channels are sets of interdependent organizations that help make a product or service available for use or consumption.
- Each layer of marketing intermediaries, called a channel level, performs some work in bringing the product closer to the final buyer.
Channel Behavior and Organization
- Each channel member depends on the others for common good.
- Channel conflict arises from disagreements among members on goals, roles, and rewards.
Types of Channel Conflict
- Horizontal conflict occurs among firms at the same level of the channel.
- Vertical conflict occurs between different levels of the same channel.
Types of Channel Organization
- Vertical Marketing System (VMS) consists of producers, wholesalers, and retailers acting as a unified system.
- Conventional Marketing Channel consists of producers directly to wholesalers, directly to retailers, and to consumers.
Major Types of Vertical Marketing Systems
- Corporate VMS integrates successive stages of production and distribution under single ownership.
-
Contractual VMS consists of independent firms at different levels of production and distribution who join together through contracts to obtain more economies or sales impact.
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Franchise Organization is a common type of contractual relationship.
- Manufacturer-sponsored retailer franchise system
- Manufacturer-sponsored wholesaler franchise system
- Service-firm-sponsored retailer franchise system
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Franchise Organization is a common type of contractual relationship.
- Administered VMS leadership is assumed by the size and power of one or a few dominant channel members.
- Horizontal Marketing Systems occur when two or more companies at one level join together to follow a new marketing opportunity.
- Multichannel Distribution Systems occur when a single firm sets up two or more marketing channels to reach one or more customer segments.
Channel Design Decisions
- Channel design decisions are influenced by the nature of the company, its products, marketing intermediaries, competitors, and the environment.
Number of Marketing Intermediaries
- Intensive distribution involves stocking the product in as many outlets as possible.
- Exclusive distribution gives a limited number of dealers the exclusive right to distribute the company's product.
- Selective distribution uses more than one, but fewer than all, of the intermediaries willing to carry the company's products.
Evaluating Major Alternatives
- Economic criteria
- Control criteria
- Adaptability criteria
Channel Management Decisions
- Channel management decisions include selecting, training, motivating, and evaluating channel members.
Marketing Logistics and Supply Chain Management
- Marketing logistics involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet customer requirements at a profit.
Gardenia Bread Case Study
- Daily Supply Mechanism ensures fresh bread for customers.
- Innovation in Product Display with upright packaging increases visibility and customer interest.
- Multi-Channel Distribution includes supermarkets, grocery stores, and smaller convenience stores.
- Direct Channels include house-to-house selling and institutional sales.
- Geographic Expansion and Market Segmentation uses a sequential market penetration approach to dominate different channels and regions.
- Logistics and Delivery focus on speed and efficiency, ensuring freshness across all channels.
Mr. Cruel's Career Success
- Three "I's" contribute to Mr. Cruel's success:
- Interact with a wider team to solve complex problems and widen influence.
- Inspire people within the organization by motivating key players and employees.
- Innovate by challenging conventional business practices and inspiring change.
Challenger Brand Launch Strategy
- Know what is going against your business on deeper levels, both internal and external.
- Emphasize entrepreneurial intensity, organizational strength, and focus on the right set of problems.
Product Life Cycle
- Introduction: Invest in awareness and demand creation with the right communication and consumer insights.
- Growth: Improve the offer, fine-tune marketing strategies based on consumer feedback to penetrate the market.
- Maturity: Maintain market share with differentiation, cost optimizations, and ongoing product and marketing relevance.
- Decline: Consider product extensions, reduce to harvest, or divest.
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Description
This quiz covers key concepts in supply chain management, including the roles of upstream and downstream partners. It explores the value delivery network and the importance of distribution channels. Additionally, the quiz addresses channel conflict and organization among channel members.