Channels of Distribution
Firms or individuals like wholesalers or retailers that facilitate the movement of goods between the producer and the consumer.
What are intermediaries?
These can vary by the level of service they provide and the breadth/depth of their assortments.
What are retailers?
This promotion element consists of paid, non-personal, mass marketing messages.
What is advertising?
A digital marketing plan should strategically include tactics from these two media types in hopes of obtaining earned media.
What are owned and paid media?
This is when the relationships between channel members are limited to buying and selling from each other. W
What is a conventional marketing system?
This type of channel occurs when a consumer buys from the producer without any intermediaries.
What is a direct channel of distribution?
This is another name for a retailer that has a physical store.
What is a brick and mortar retailer?
This marketing communication strategy which involves using multiple elements from the promotion mix in a clear, consistent way, is especially important today because of all of the noise that interferes with marketing messages.
What is integrated marketing communication?
These ads appear as graphics on websites you visit.
What are display ads?
Kohl's and Amazon are both retailers, but they use this type of marketing system to partner and facilitate returns because it helps both them and their customers.
What is a horizontal marketing system?
Dividing larger quantities of goods into smaller lots to meet the needs of buyers
What is breaking bulk?
This is a strategy that retailers employ to make sure that consumers enjoy a seamless experience across all touchpoints, both online and in-person.
What is omnichannel marketing?
Inform, remind, persuade, & build relationships.
What are the four roles of marketing communication?
One of the benefits of this marketing tactic is that it can help with search engine optimization, but it is very much a long-term strategy, as marketers usually don't see instant results.
What is content marketing?
When channel members at different levels partner and share information in order to save money, improve efficiency, provide a better service to their customers, etc.
What is a vertical marketing system?
This channel function refers to retailers having many different items we need at one location.
What is creating assortments?
Build-a-Bear uses this tactic, by converting shopping from a passive activity into a more interactive one.
What is experiential merchandising?
This element of the promotion mix is good for accomplishing short-term objectives by offering an incentive.
What is sales promotion?
You should consider where your customers are, where your competitors are, what type of product you're marketing, and your resources (time and budget), when doing this.
What is selecting social media platforms?
Costco engages in this type of Vertical Marketing System because they own both its retail stores and its poultry processing facilities.
What is a corporate VMS?
Incompatible goals, poor communication, and disagreement over roles, responsibilities, and functions can cause this among firms.
What is channel conflict?
This type of retailer is distinct enough that consumers will go out of their way to shop at it.
What is a destination retailer?
Marketers have the least control over this promotion element, but it is highly credible and powerful because it gives rise to the many-to-many model.
What is word of mouth marketing?
Content marketing bolsters a firm's overall PR effort by establishing this, so that people see the firm as the expert and go-to source in their field.
What is thought leadership?
When P&G let Amazon into its warehouses to ship goods straight to consumers, they likely had some sort of legal agreement in place, meaning this type of VMS.
What is a contractual VMS?