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Distribution and Location. Chapter 11 T. A. Sgritta UNC Charlotte. Distribution Overview. Direct marketing In-direct marketing International marketing Location Service Manufacturing Home based businesses. Direct Marketing. Direct sales Direct mail Telemarketing
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Distribution and Location Chapter 11 T. A. Sgritta UNC Charlotte
Distribution Overview • Direct marketing • In-direct marketing • International marketing • Location • Service • Manufacturing • Home based businesses
Direct Marketing • Direct sales • Direct mail • Telemarketing • Direct response advertising • “guerilla” marketing • Multi-channel marketing • Internet marketing • Ebay • Issues
Industry Terminology • Distribution • Route to the market • Channel of sale
Direct Marketing • Most good managers want to be at the point of sale!
Direct Marketing - Tools • National trade shows • Regional trade shows • Flea markets • Door-to-door sales • Party sales • Vending machines
Other Marketing Techniques • Direct mail • Often the lowest cost • Mailers • Postcards • Trade show follow-up
Other Marketing Techniques • Telemarketing – industrial • Telemarketing - consumer
Direct Response Marketing • Can be expensive • Must define target market carefully • TV • Radio • Magazines
Guerilla Marketing • Guerilla Strategy • Low cost promotion/sales
Other Marketing Techniques • Multi-channel marketing
Internet Marketing • E-mail • Web-sites • Electronic catalogs • Electronic ordering • Promotion • Ebay and others
Non-direct Distribution or Middlemen • Wholesaler • Agent • Distributor • Dealer • Jobber
International Business • Fun! • Importing • Exporting • Get help!
Importing • World travel • Varied businesses, cultures • Chance to be unique (in home country) • Be careful of import laws (material, labeling)
Exporting • Exporting • License • Franchise • Strategic alliance • Joint venture • Wholly owned subsidiary
Exporting • Help locating customers/channels of sale • Exporting – shipping, forwarding, insurance, documentation, tariffs • Packing – CKDs • Financing • Credit issues; letters of credit, documentary drafts • Issue resolution
Location • Service firms • Target market • Accessibility • Site itself • Manufacturing firms • Site itself • Facility suitability
Location • Incentives • Tax • Financing
Location • Facility layout • Home based business considerations • Business • Family