class/ chapter 15&16

Ch.15 place in 4"p"s in Marketing - 4"p"s are product, price, place, promotion
marketing intermidiaries - agents/blokers (never own the products), wholesaler(B2B), retailer(B2C)
channels of distribution are several paths for products from manufacturer to consumer
intermidiary adds value to the product - form, time, place, possession,information, service utility
Retailer's competition - price, service, location, selection & entertainment
put products in as many place as possible=intensive distribution > selective > exclusive
Non-store retailing - electronic, telemarketing, direct selling, multilevel marketing & direct marketing
Logistics - inbound(raw material from suppliers to producers)- material handling(movement of goods within a wearhouse)- outbound(flow of finished products ro end users) - reverse(defects or for recycle)
Intermodal shipping - the use of multiple modes of transportation(rail,ship,truck,airplane,pipeline)
Ch.16 promotion in 4"p"s
promotion mix - advertisement, public relations(PR), personal selling & sales promotion
advertising - paid, non personal communication (eg.) TV, radio, magazine, newspapaer, outdoor, internet, directmail, yellow pages infomercial
personal selling - usually in B2B - 1.prospecting&qualifying 2.preapproach 3.approach 4.presentation 5.answer objection 6.close sale 7.follow-up
publicity - similar to reputation? - PR is aimed to make a good publicity - people get info from magazines or other articles: company hasn't paid =reliable
sales promotion - short-term? (eg.)sample, coupon, trade show, contest, display, demonstration
word of mouth is the cheapest and the most effective way of sales promotion