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Warm-Up 1/23

Please define the following vocabulary words using the Internet. Jot your answer down in your spirals. Channel Channel intensity Channel length Distribution patterns Exclusive distribution Selective distribution Intensive distribution Horizontal conflict

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Warm-Up 1/23

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  1. Please define the following vocabulary words using the Internet. Jot your answer down in your spirals. • Channel • Channel intensity • Channel length • Distribution patterns • Exclusive distribution • Selective distribution • Intensive distribution • Horizontal conflict • Vertical Conflict • Merchandising Warm-Up 1/23

  2. Product/Service Management & Channels Briefing #2

  3. Review: What is it? • Obtaining, developing, maintaining, and improving a product or service mix in response to market opportunities • In other words, making sure the product on the market is fresh, up-to-date, and continually meets customer needs • Who is responsible? • Generally a Product Manager (or a small team) that acts as a translator between the company departments Product/Service Management

  4. Soooo, what are some Product/Service Manager responsibilities? • Identifying new product options • Gathering the voice of customers • Defining product requirements • Determine feasibility • Advocating new products within the company • Building product roadmaps, particularly technology roadmaps • Developing all products on schedule, working to a critical path • Ensuring products are within optimal price margins and up to specifications Product/Service Management

  5. EVERYONE! Why? Who benefits from Product/Service Management?

  6. Phase 1: Conceive • Imagine, specify, plan, innovate • Phase 2: Design • Describe, define, develop, test, analyze and validate • Phase 3: Realize • Manufacture, make, build, procure, produce, sell and deliver • Phase 4: Service • Use, operate, maintain, support, sustain, phase-out, retire, recycle and disposal • All phases: product lifecycle • Communicate, manage and collaborate Phases of Product/Service Managing

  7. Resources • Money, technology, human, etc. • Feasibility • Is it possible? • Customer preference What factors could affect product/service managing?

  8. Let’s discuss some of our definitions from earlier…. • Channel • Channel intensity • Channel length • Distribution patterns • Exclusive distribution • Selective distribution • Intensive distribution Channel Management

  9. Convenience • Services/personal interaction How do channel members add value?

  10. Marketing • Packaging • Financing • Storage • Delivery • Merchandising • Personal selling Key Channel Tasks

  11. …the difference between Horizontal and Vertical conflict? • Horizontal conflict: The effect of increased competition among businesses, typically retailers, operating within the same market space. Horizontal conflict often leads to reduced profit margins and crowding out smaller retailers which can ultimately drive down the supply of products. • Vertical conflict: The second type of channel conflict is called vertical conflict and occurs when problems develop between different levels of marketing channel members. Examples would be if a problem occurred between a manufacturer and retailer, or a manufacturer and wholesaler. What is …

  12. Management decisions: • Selecting members • Managing and motivating members • Evaluating members • Design decisions: • Analyze customer needs • Setting channel objectives • Identifying alternatives (intermediaries) Decisions……..

  13. Overview of Marketing Functions – Briefing 1/LAP 1 • 1. Marketing Information Management – Worksheet 1.1 • 2. Product/Service Management – Briefing 2 • 3. Channel Management – Briefing 2 • 4. Pricing – LAP 2 • 5. Promotion – Worksheet 1.2 • 6. Selling – LAP 3 Quick Summary…

  14. Situation where suppliers and distributors enter into an exclusive agreement that only allows the named distributor to sell a specific product. For example, Apple had an exclusive distribution deal with AT&T to provide the iPhone to consumers. EXCLUSIVE Back

  15. Type of product distribution that lies between intensive distribution and exclusive distribution, and in which only a few retail outlets cover a specific geographical area. Considered more suitable for high-end items such as 'designer' or prestige goods. SELECTIVE Back

  16. A marketing strategy under which a company sells through as many outlets as possible, so that the consumers encounter the product virtually everywhere they go: supermarkets, drug stores, gas stations, and the like. Soft drinks are generally made available through intensive distribution. INTENSIVE Back

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