1 / 9

Do Now Exercise

Do Now Exercise. With a partner, discuss the challenges of satisfying the needs of an industrial customer. What are the benefits? Document your ideas. Marketing I. Mr. Gallucci Lesson 44. Distribution Intensity. How wide will your product be distributed? Exclusive Selective Intensive.

brendan-simpson
Download Presentation

Do Now Exercise

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Do Now Exercise With a partner, discuss the challenges of satisfying the needs of an industrial customer. What are the benefits? Document your ideas.

  2. Marketing I Mr. Gallucci Lesson 44

  3. Distribution Intensity • How wide will your product be distributed? • Exclusive • Selective • Intensive Obj. Introduce distribution planning and “Distribution Intensity” and “E-Commerce”

  4. Distribution Intensity • Exclusive Intensity • Protected territories for manufacturer in a given geographic area • By contract – dealer has right to sell product – no competition • Prestige, Image, Channel Control, and high profit margin for manufacturer and intermediaries. Obj. Introduce distribution planning and “Distribution Intensity” and “E-Commerce”

  5. Distribution Intensity • Selective Intensity • Limited outlets in a geographic area • Competition in region – intermediaries pressured to push products • Increased advertising for products • Image important – Choose retailers wisely! Obj. Introduce distribution planning and “Distribution Intensity” and “E-Commerce”

  6. Distribution Intensity • Intensive Distribution • Use of all suitable outlets to sell products • Complete market coverage • Sell to as many customers as possible, regardless of where they shop • Use of the Internet Obj. Introduce distribution planning and “Distribution Intensity” and “E-Commerce”

  7. Activity • Develop a theory on distribution intensity for the new “energy shot” product, “Signal.” Exclusive, Selective, or Intensive? • Come up with two existing products (other than signal) for each Exclusive, Selective, and Intensive Distribution. Obj. Introduce distribution planning and “Distribution Intensity” and “E-Commerce”

  8. Examples – Dist. Intensity • Exclusive: NAPA Auto Parts • Retailers must buy stock from NAPA and participate in their promotions • Selective: Ralph Lauren – Image! • Top department/specialty stores • Intensive: Motor Oil • Marketed in oil shops, auto retailers, supermarkets, drugstores, hardware… Obj. Introduce distribution planning and “Distribution Intensity” and “E-Commerce”

More Related