Principles of Marketing PDF
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This document provides an overview of marketing principles, focusing on distribution channels. It details the components of a distribution channel, like producers, agents, wholesalers, retailers, and end consumers. It also outlines different types of distribution channels and various levels within them.
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PRINCIPLES OF MARKETING DISTRIBUTION CHANNEL roducer, wholesaler, retailer, and p...
PRINCIPLES OF MARKETING DISTRIBUTION CHANNEL roducer, wholesaler, retailer, and p consumer. A distribution channel is the network of Level 3 businesses or intermediaries through This level may add the jobber, this level which a good or service passes until it adds the role of the individual who may assemble products from a variety of reaches the final buyer or the end producers, store them, sell them to consumer. Distribution channels can retailers, and act as a middle-man for include wholesalers, retailers, wholesalers and retailers. distributors, and even the Internet. COMPONENTS OF DISTRIBUTION CHANNEL Producer Producers combine labor and capital to create goods and services for consumers. Agent Agents commonly act on behalf of the producertoacceptpaymentsandtransfer the title ofthegoodsandservicesasthey move through distribution. Wholesaler A person or company that sells large quantitiesofgoods,oftenatlowprices,to retailers. Retailer A person or business that sells goods to the public in small quantities for immediate use or consumption End Consumer A person who buys a product or service. TYPES OF DISTRIBUTION CHANNEL Direct A direct channel allows the consumer to make purchases from the manufacturer Indirect An indirect channel allows the consumer to buy the goods from a wholesaler or retailer. H ybrid distribution channels use both direct channels and indirect channelsid Distribution Channel Levels Level 0 Thisisadirect-to-consumermodelwhere the producer sells its product directly to the end consumer Level 1 A producer sells directly toaretailerwho sells the product to the end consumer. Level 2 Including twointermediaries,thislevelis one of the longest because it includes the Key Terms L egal and Regulatory Framework TYPES OF ORGANIZATIONAL MARKETS Social and Environmental Industrial Market Considerations Reseller Market Technological Factors Government Market CONSUMER BUYING ROLES MAJOR INFLUENCES ON INDUSTRIAL FACTORS Initiator Environmental Factors Influencer Organizational Factors Decider Interpersonal Factors Buyer Individual Factors User THER CHARACTERISTICS OF O TYPES OF BUYING DECISION BEHAVIOR ORGANIZATIONAL MARKETS Routinely Response Behavior Direct Purchasing Limited Problem Solving Reciprocity Extensive Problem Solving Leasing STAGES IN BUYING DECISION PROCESS MAJOR TYPES OF BUYING SITUATIONS Problem Recognition Straight Rebuy Information Search Modified Rebuy Evaluation of Alternatives New Task CONSUMER BRAND RELIEF 5 ROLES IN THE PURCHASE DECISION PROCESS Attitudes Users Beliefs Influencers Product Development Buyers Deciders Advertising Strategies Gatekeepers Brand Image Stages of Buying Process UYER DECISION PROCESS TOWARDS NEW B Problem Recognition PRODUCTS General Need Description New Product Product Specification Adoption Process Supplier Search Adoption Proposal Solicitation Supplier Selection Order Routine Specification STAGES IN ADOPTION PROCESS Performance Review Awareness Interest Organizational Trends in the Purchasing Area Realization Upgraded Purchasing Trial Centralized Purchasing Long Term Contracts Purchasing Performance ARTICIPANTS IN P GOVERNMENT BUYER BEHAVIOR Federal Level State Level Local level ACTORS INFLUENCING GOVERNMENT BUYER F BEHAVIOR Economic Conditions Political Environment
