Category: Marketing Management Strategic Planning

Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence 10.1 Marketing Information Systems 10.2 Steps in the Marketing Research Process 10.3 Discussion Questions and Activities   10.1 Marketing Information Systems Learning Objectives Describe the components of a marketing information system and each component’s purpose. Explain the situations in which marketing research should...

9.4 Track and Trace Systems and Reverse Logistics Learning Objectives Understand why being able to trace products is important to organizations and their customers. Explain what reverse logistics is and why firms utilize it. As we have explained, shippers are highly anxious when their products are in transit because the merchandise is valuable and...

9.3 Warehousing and Transportation Learning Objectives Understand the role warehouses and distribution centers play in the supply chain. Outline the transportation modes firms have to choose from and the advantages and disadvantages of each. Warehousing At times, the demand and supply for products can be unusually high. At other times, it can be unusually...

9.2 Demand Planning and Inventory Control Learning Objectives Explain why demand planning adds value to products. Describe the role inventory control plays when it comes marketing products. List the reasons why firms collaborate with another for the purposes of inventory control and demand planning. Demand Planning Imagine you are a marketing manager who has...

Chapter 9: Using Supply Chains to Create Value for Customers 9.1 Sourcing and Procurement 9.2 Demand Planning and Inventory Control 9.3 Warehousing and Transportation 9.4 Track and Trace Systems and Reverse Logistics 9.5 Discussion Questions and Activities   9.1 Sourcing and Procurement Learning Objectives Explain why sourcing and procurement activities are an important part...

8.5 Channel Dynamics Learning Objectives Explain what channel power is and the types of firms that wield it. Describe the types of conflicts that can occur in marketing channels. Describe the ways in which channel members achieve cooperation with one another. Channel Power Strong channel partners often wield what’s called channel power and are referred to...

8.4 Marketing Channel Strategies Learning Objectives Describe the factors that affect a firm’s channel decisions. Explain how intensive, exclusive, and selective distribution differ from one another. Explain why some products are better suited to some distribution strategies than others. Channel Selection Factors Selecting the best marketing channel is critical because it can mean the...

8.3 Functions Performed by Channel Partners Learning Objectives Describe the activities performed in channels. Explain which organizations perform which functions. Different organizations in a marketing channel are responsible for different value-adding activities. The following are some of the most common functions channel members perform. However, keep in mind that “who does what” can vary,...

8.2 Typical Marketing Channels Learning Objectives Describe the basic types of channels in business-to-consumer (B2C) and business-to-business (B2B) markets. Explain the advantages and challenges companies face when using multiple channels and alternate channels. Explain the pros and cons of disintermediation. List the channels firms can use to enter foreign markets. Figure 8.4 “Typical Channels...

Chapter 8: Using Marketing Channels to Create Value for Customers 8.1 Marketing Channels and Channel Partners 8.2 Typical Marketing Channels 8.3 Functions Performed by Channel Partners 8.4 Marketing Channel Strategies 8.5 Channel Dynamics 8.6 Discussion Questions and Activities   8.1 Marketing Channels and Channel Partners Learning Objectives Explain why marketing channel decisions can result...