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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â€PRINCIPLES OF MARKETING‬ â€DISTRIBUTION CHANNEL‬ †roducer,‬ â€wholesaler,‬ â€retailer,‬ â€and‬ p...
â€PRINCIPLES OF MARKETING‬ â€DISTRIBUTION CHANNEL‬ †roducer,‬ â€wholesaler,‬ â€retailer,‬ â€and‬ p â€consumer.‬ â€â€¬ â€A‬ â€distribution‬ â€channel‬ â€is‬ â€the‬ â€network‬ â€of‬ †‬ â€Level 3‬ â€businesses‬ â€or‬ â€intermediaries‬ â€through‬ â€This‬ â€level‬ â€may‬ â€add‬ â€the‬ â€jobber‬â€,‬ â€this‬ â€level‬ â€which‬ â€a‬ â€good‬ â€or‬ â€service‬ â€passes‬ â€until‬ â€it‬ â€adds‬ â€the‬ â€role‬ â€of‬ â€the‬ â€individual‬ â€who‬ â€may‬ â€assemble‬ â€products‬ â€from‬ â€a‬ â€variety‬ â€of‬ â€reaches‬ â€the‬ â€final‬ â€buyer‬ â€or‬ â€the‬ â€end‬ â€producers,‬ â€store‬ â€them,‬ â€sell‬ â€them‬ â€to‬ â€consumer.‬ â€Distribution‬ â€channels‬ â€can‬ â€retailers,‬ â€and‬ â€act‬ â€as‬ â€a‬ â€middle-man‬ â€for‬ â€include‬ â€wholesalers,‬ â€retailers,‬ â€wholesalers and retailers.‬ â€distributors, and even the Internet.‬ â€COMPONENTS OF DISTRIBUTION CHANNEL‬ â€â€¬ â€Producer‬ â€Producers‬ â€combine‬ â€labor‬ â€and‬ â€capital‬ â€to‬ â€create goods and services for consumers.‬ â€â€¬ â€Agent‬ â€Agents‬ â€commonly‬ â€act‬ â€on‬ â€behalf‬ â€of‬ â€the‬ â€producer‬â€to‬â€accept‬â€payments‬â€and‬â€transfer‬ â€the‬ â€title‬ â€of‬â€the‬â€goods‬â€and‬â€services‬â€as‬â€they‬ â€move through distribution.‬ â€â€¬ â€Wholesaler‬ â€A‬ â€person‬ â€or‬ â€company‬ â€that‬ â€sells‬ â€large‬ â€quantities‬â€of‬â€goods,‬â€often‬â€at‬â€low‬â€prices,‬â€to‬ â€retailers.‬ â€â€¬ â€Retailer‬ â€A‬ â€person‬ â€or‬ â€business‬ â€that‬ â€sells‬ â€goods‬ â€to‬ â€the‬ â€public‬ â€in‬ â€small‬ â€quantities‬ â€for‬ â€immediate use or consumption‬ â€â€¬ â€End Consumer‬ â€A person who buys a product or service.‬ â€TYPES OF DISTRIBUTION CHANNEL‬ â€â€¬ â€Direct‬ â€A‬ â€direct‬ â€channel‬ â€allows‬ â€the‬ â€consumer‬ â€to‬ â€make purchases from the manufacturer‬ â€â€¬ â€Indirect‬ â€An‬ â€indirect‬ â€channel‬ â€allows‬ â€the‬ â€consumer‬ â€to‬ â€buy‬ â€the‬ â€goods‬ â€from‬ â€a‬ â€wholesaler‬ â€or‬ â€retailer.‬ â€â€¬ H †ybrid‬ â€distribution‬ â€channels‬ â€use‬ â€both‬ â€direct‬ â€channels and indirect channels‬â€id‬ â€Distribution Channel Levels‬ â€â€¬ â€Level 0‬ â€This‬â€is‬â€a‬â€direct-to-consumer‬â€model‬â€where‬ â€the‬ â€producer‬ â€sells‬ â€its‬ â€product‬ â€directly‬ â€to‬ â€the end consumer‬ â€â€¬ â€Level 1‬ â€A‬ â€producer‬ â€sells‬ â€directly‬ â€to‬â€a‬â€retailer‬â€who‬ â€sells the product to the end consumer.‬ â€â€¬ â€Level 2‬ â€Including‬ â€two‬â€intermediaries,‬â€this‬â€level‬â€is‬ â€one of the longest because it includes the‬ â€Key Terms‬ â€â€¬ L †egal and Regulatory Framework‬ â€TYPES OF ORGANIZATIONAL MARKETS‬ â€â€¬ â€Social‬ â€and‬ â€Environmental‬ â€â€¬ â€Industrial Market‬ â€Considerations‬ â€â€¬ â€Reseller Market‬ â€â€¬ â€Technological Factors‬ â€â€¬ â€Government Market‬ â€CONSUMER BUYING ROLES‬ â€MAJOR INFLUENCES ON INDUSTRIAL FACTORS‬ â€â€¬ â€Initiator‬ â€â€¬ â€Environmental Factors‬ â€â€¬ â€Influencer‬ â€â€¬ â€Organizational Factors‬ â€â€¬ â€Decider‬ â€â€¬ â€Interpersonal Factors‬ â€â€¬ â€Buyer‬ â€â€¬ â€Individual Factors‬ â€â€¬ â€User‬ †THER CHARACTERISTICS OF‬ O â€TYPES OF BUYING DECISION BEHAVIOR‬ â€ORGANIZATIONAL MARKETS‬ â€â€¬ â€Routinely Response Behavior‬ â€â€¬ â€Direct Purchasing‬ â€â€¬ â€Limited Problem Solving‬ †‬ â€Reciprocity‬ â€â€¬ â€Extensive Problem Solving‬ â€â€¬ â€Leasing‬ â€STAGES IN BUYING DECISION PROCESS‬ â€MAJOR TYPES OF BUYING SITUATIONS‬ â€â€¬ â€Problem Recognition‬ â€â€¬ â€Straight Rebuy‬ â€â€¬ â€Information Search‬ â€â€¬ â€Modified Rebuy‬ â€â€¬ â€Evaluation of Alternatives‬ â€â€¬ â€New Task‬ â€CONSUMER BRAND RELIEF‬ â€5 ROLES IN THE PURCHASE DECISION PROCESS‬ â€â€¬ â€Attitudes‬ â€â€¬ â€Users‬ â€â€¬ â€Beliefs‬ â€â€¬ â€Influencers‬ â€â€¬ â€Product Development‬ â€â€¬ â€Buyers‬ â€â€¬ â€Deciders‬ â€â€¬ â€Advertising Strategies‬ â€â€¬ â€Gatekeepers‬ â€â€¬ â€Brand Image‬ â€Stages of Buying Process‬ †UYER‬ â€DECISION‬ â€PROCESS‬ â€TOWARDS‬ â€NEW‬ B â€â€¬ â€Problem Recognition‬ â€PRODUCTS‬ â€â€¬ â€General Need Description‬ â€â€¬ â€New Product‬ â€â€¬ â€Product Specification‬ â€â€¬ â€Adoption Process‬ â€â€¬ â€Supplier Search‬ â€â€¬ â€Adoption‬ â€â€¬ â€Proposal Solicitation‬ â€â€¬ â€Supplier Selection‬ â€â€¬ â€Order Routine Specification‬ â€STAGES IN ADOPTION PROCESS‬ â€â€¬ â€Performance Review‬ â€â€¬ â€Awareness‬ â€â€¬ â€Interest‬ â€Organizational Trends in the Purchasing Area‬ â€â€¬ â€Realization‬ â€â€¬ â€Upgraded Purchasing‬ â€â€¬ â€Trial‬ â€â€¬ â€Centralized Purchasing‬ â€â€¬ â€Long Term Contracts‬ â€â€¬ â€Purchasing Performance‬ †ARTICIPANTS‬ â€IN‬ P â€GOVERNMENT‬ â€BUYER‬ â€BEHAVIOR‬ â€â€¬ â€Federal Level‬ â€â€¬ â€State Level‬ â€â€¬ â€Local level‬ †ACTORS‬ â€INFLUENCING‬ â€GOVERNMENT‬ â€BUYER‬ F â€BEHAVIOR‬ â€â€¬ â€Economic Conditions‬ â€â€¬ â€Political Environment‬