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Class 1 - Introduction - Student

1. The grading scheme for the course outlines five assessment components making up the total grade: mid-term exam (25%), end-term exam (25%), quizzes and assignments (20%), simulation (20%), and class participation (10%). 2. Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society. A marketer seeks a response from prospects or customers through various tactics related to the traditional 4Ps of product, price, place, and promotion. 3. When designing distribution channels, companies must consider their need for control over channel functions balanced against the business unit's available financial resources, with more resources allowing for lower control and

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SANSKRITI KOCHER
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22 views

Class 1 - Introduction - Student

1. The grading scheme for the course outlines five assessment components making up the total grade: mid-term exam (25%), end-term exam (25%), quizzes and assignments (20%), simulation (20%), and class participation (10%). 2. Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society. A marketer seeks a response from prospects or customers through various tactics related to the traditional 4Ps of product, price, place, and promotion. 3. When designing distribution channels, companies must consider their need for control over channel functions balanced against the business unit's available financial resources, with more resources allowing for lower control and

Uploaded by

SANSKRITI KOCHER
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Grading Scheme

1 Mid Term Exam 25%

2 End Term Exam 25%

3 Quizzes/ Assignments 20%

4 Simulation 20%

5 Class Participation 10%


Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at
large
Goods Events People Property Information

Services Experiences Place Organization Ideas


A marketer is someone who seeks a response—attention, a
purchase, a vote, a donation—from another party, called the
prospect
Customer
Company
5 C’s Competitor
Objectives Collaborator
Context

Margins Segmentation
ROI Financials Strategy STP Targeting
CLV Positioning

Product
Tactics Price
4P’s
Promotion
Place
Demand Generation or selling

Carrying of Inventory

Physical Distribution

After sales service

Extending Credit

Product modification and maintenance


HIGH
Financial resources as limiting Control as determining
factor in channel design factor in channel design
BUSINESS
UNIT’S NEED
FOR
CONTROL
OVER
CHANNEL
FUNCTIONS
LOW

Control as Subordinate Financial Efficiency as


factor in channel design: determining factor in
multi-tier distribution Channel design

LOW HIGH

BUSINESS UNIT FINANCIAL RESOURCES


TYPES OF CONFLICT AND CAUSES OF CHANNEL
COMPETITION CONFLICT
Goal Incompatibility
Horizontal
Unclear Roles and Rights
Vertical
Differences in perceptions
Multichannel
Dependence on Manufacturer

MANAGING CHANNEL CONFLICT

Strategic Justification Joint Memberships

Dual Compensation Co-optation

Superordinate Goals Diplomacy, Mediation, and Arbitration

Employee Exchange Legal Recourse


Select distributors. Don’t let them select you

Look for distributors capable of developing markets

Long term partners not temporary market entry vehicles

Commit money, managers and proven marketing ideas

Maintain control over marketing strategy

Get detailed market and financial performance data

Build links among national distributors

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