13 2013 Cengage Learning. All Rights Reserved. May

13 2013 Cengage Learning. All Rights Reserved. May

13 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or d u ep nl igcaagt ee dL, e o r pi n o s t. e Ad l lt oR iag hp tusb lRi ec sl y a ce cde. s M s i byl en o w e b se i tsec ,a n i n ewdh, o cl o e oi e r i no rp a r t . 2 0 1 3 2013 C Cengage Lea a rr n ning g. All Rights Rese e rr v ved. Ma a y n o tt b be scann ned, cop pied d or

d du up p ll ii c ca a tt e ed d ,, o o rr p po os s tt e ed d tt o o a a p pu ub b ll ii c c ll y y a ac cc ce es ss s ii b b ll e e w

we eb bs s ii tt e e ,, ii n n w wh ho o ll e e o o rr ii n n p pa a rr tt .. 13 Distribution and Pricing: Right Product, Right Person, Right Place, Right Price LO1 What is distribution? What is the difference between channels of distribution and physical distribution? LO2 What are the various types of wholesale distributors? LO3 What are strategies and trends in store and nonstore retailing?

LO4 What are the key factors in physical distribution? LO5 What are core pricing objectives and strategies? LO6 What is pricing in practice and the role it plays in consumers perceptions? 2 2 20 01 13 3 C Ce en ng ga ag ge e L Le ea a rr n n ii n ng g .. A A ll ll R R ii g

gh h tt s s R Re es se e rr v ve ed d .. M Ma ay y n no o tt b be e s sc ca an nn ne ed d ,, d a tt e a p ac we

o ll e du up p ll ii c ca ed d ,, o o rr p po os s tt e ed d tt o o a pu ub b ll ii c c ll y y a cc ce es ss s ii b b ll e e w eb bs s ii tt e

e ,, ii n n w wh ho e o o rr c co op p ii e ed d o o rr a rr tt .. ii n n p pa Distribution: Getting Your Product to Your Customer Producer Wholesaler Consumer Channel of Distribution

the path that a product takes from the producer to the consumer Distribution Strategy: getting the right product to the right person at the right place, at the right time 3 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Elements of Distribution Strategy Physical Distribution the actual movement of products to consumers Direct Channel producers who sell products directly to consumers Channel Intermediaries help products move from factories to consumers efficiently 4 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Reducing Transactions Through Marketing Intermediaries

5 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. The Role of Distribution: Adding Value Form Utility: Turning inputs into finished goods Time Utility: Providing products at the right time Place Utility: Offering products at the right place Ownership Utility: Providing credit, cashing checking, delivering products Information Utility: Offering helpful information Service Utility: Providing fast, friendly, personalized service 6 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. The Members of the Channel: Retailers versus Wholesalers Retailers the distributors that sell products directly to

the ultimate users Wholesalers distributors that buy products from producers and sell them to other businesses or nonfinal users 7 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Wholesalers: Sorting out the Options Merchant Wholesalers Full-service merchant wholesalers Limited-service merchant wholesalers Drop Shippers

Cash and Carry Wholesalers Truck Jobbers Agents/Brokers Connect Buyers and Sellers 8 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Retailers: The Consumer Connection Store Retailers Nonstore Retailers Online (e-tailing) Direct Response Direct Selling Vending

Multichannel retailing encourages buying through different channels 9 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Distribution Strategy INTENSIVE DISTRIBUTION SELECTIVE DISTRIBUTION EXCLUSIVE DISTRIBUTION 10 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Store Retailers Category Killer Home Depot, Best Buy, Staples Convenience Store 7-Eleven, AM/PM markets Department Store Nordstrom, Neiman Marcus, JCPenney Discount Store Target, Walmart, Kmart Outlet Store Nike, Gap, Gucci, Versace

Specialty Store Barnes & Noble, Victorias Secret, Hot Topic Supermarket Kroger, Safeway, Albertsons, Whole Foods Supercenter Walmart Supercenters, Super Target Warehouse Club Costco, Sams Club 11 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Physical Distribution: Planes, Trains, and Much More Supply Chain Management planning and coordinating the movement of products along the supply chain Logistics - focuses on the tactics involved in moving the products How will the product flow through the channel from producer to consumer? 12 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part.

Elements of the Supply Chain 13 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Transportation Decisions Marketers must consider what each mode of transportation offers. The right choice depends on the needs of the business and the product. 14 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Modes of Transportation 15 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or

copied or in part. Proactive Supply Chain Management Supply chain management can build a competitive advantage Many firms outsource their supply chain activities Firms like UPS have been successful in supply chain management 16 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Pricing Objective and Strategies Significant impact on company success Price is a tough variable o Legal constraints o Intermediary pricing Stable pricing is not the norm o Prices must constantly be evaluated

17 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Pricing Objective and Strategies Building Profitability Boosting Volume Matching the Competition Creating Prestige Boosting Volume Penetration Pricing Every-day-low Pricing High/Low Pricing Loss Leader Pricing Goals can be measured through market share. 18 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part.

Matching Competition & Creating Prestige The goal is to set prices based on what everyone else is doing Wipe out price as a point of comparison Use price to send consumers a message Rolex watches and Bentley cars use prestige pricing to reinforce their image Price skimming entices price-insensitive consumers 19 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Pricing in Practice Breakeven analysis the process of determining the number of units that must be sold to cover costs. Breakeven Point (BP) = Total fixed cost (FC) Price/Unit (P) Variable cost/unit (VC) Businesses make decisions to adjust the price and/or costs. Raise prices Decrease variable costs

Decrease fixed costs 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. 20 Fixed Margin Pricing Cost-Based Pricing Profit Margin the gap between cost and the price per product Demand-Based Pricing 21 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. Consumer Pricing Perceptions Consumer price perceptions can defy logic!

The link between price and perceived quality can be powerful Consumers will use price as a quality indicator Does odd pricing like $196 or $199 always mean a bargain? The perceived value between $99.99 and $100.00 is much greater than the actual gap 22 2013 Cengage Learning. All Rights Reserved. May not be scanned, duplicated, or posted to a publicly accessible website, in whole or copied or in part. 13 Looking Back What is distribution? What is the difference between channels of distribution and physical distribution? What are the various types of wholesale distributors? What are strategies and trends in store and nonstore retailing? What are the key factors in physical distribution? What are core pricing objectives and strategies? What is pricing in practice and the role it plays in consumers perceptions? 23 2 20 01

13 3 C Ce en ng ga ag ge e L Le ea a rr n n ii n ng g .. A A ll ll R R ii g gh h tt s s R Re es se e rr v ve ed d .. M Ma ay

y n no o tt b be e s sc ca an nn ne ed d ,, d a tt e a p ac we o ll e du up p ll ii c ca ed d ,, o o rr p po os s tt e ed

d tt o o a pu ub b ll ii c c ll y y a cc ce es ss s ii b b ll e e w eb bs s ii tt e e ,, ii n n w wh ho e o o rr c co op p ii e ed

d o o rr a rr tt .. ii n n p pa

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