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Chapter 13: Distributing and Promoting Products

Chapter 13: Distributing and Promoting Products. Learning Objectives. Identify the various distribution channels and explain the concept of market coverage. Understand how supply chain management facilitates partnering among channel members.

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Chapter 13: Distributing and Promoting Products

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  1. Chapter 13: Distributing and Promoting Products

  2. Learning Objectives • Identify the various distribution channels and explain the concept of market coverage. • Understand how supply chain management facilitates partnering among channel members. • Discuss the need for wholesalers, describe the services they provide, and identify the major types of wholesalers. • Distinguish among the major types of retailers and shopping centers. • Explain the five most important physical distribution activities.

  3. Learning Objectives (cont.) • Explain how integrated marketing communications works to have the maximum impact on the customer. • Understand the basic elements of the promotion mix. • Explain the three types of advertising and describe the major steps of developing an advertising campaign. • Recognize the kinds of salespersons, the steps in the personal selling process, and the major sales management tasks. • Describe sales promotion objectives and methods. • Understand the types and uses of public relations.

  4. Distribution Channels and Market Coverage • Commonly Used Distribution Channels • Producer to Consumer • Producer to Retailer to Consumer • Producer to Wholesaler to Retailer to Consumer • Producer to Agent to Wholesaler to Retailer to Consumer • Producer to Business User • Producer to Agent Middleman to Business User • Using Multiple Channels • Level of Market Coverage • Partnering Through Supply-Chain Management

  5. Marketing Intermediaries: Wholesalers • Wholesalers Provide Services to Retailers and Manufacturers • Types of Wholesalers • Merchant Wholesalers • Agents and Brokers

  6. Marketing Intermediaries: Retailers • Types of Retail Stores • Types of Nonstore Selling • Type of Shopping Centers

  7. Physical Distribution • Inventory Management • Order Processing • Warehousing • Materials Handling • Transportation

  8. What Is Integrated Marketing Communications? • The Promotion Mix: An Overview • Advertising • Personal Selling • Sales Promotion • Public Relations

  9. Advertising • Types of Advertising by Purpose • Major Steps in Developing an Advertising Campaign • Advertising Agencies • Social and Legal Considerations in Advertising

  10. Personal Selling • Kinds of Salespersons • Order Getters • Order Takers • Support Personnel • The Personal-Selling Process • Prospecting • Approaching the Prospect • Making the Presentation • Answering Objections • Closing the Sale • Following Up • Major Sales Management Tasks

  11. Sales Promotion • Sales Promotion Objectives • Sales Promotion Methods • Selection of Sales Promotion Methods

  12. Public Relations • Types of Public-Relations Tools • Uses of Public Relations

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