IV, V, VI, VII Lessons
About Distribution Elements of the marketing mix: 4P and 7P (mostly saturated) 4P = Product, Price, Promotion and Distribution 7P = 4P + People, Physical Environment and Process Effectively manage distribution activities is a means of obtaining a competitive advantage against the potential distribution lies in the concept of channel marketing strategy of cooperation and established relations
About customers Trends: Neuromarketing, Consumer cooperatives, Green marketing Consumerism, Relationship marketing, Socially responsible marketing
The five basic stages of decision making final customers: Identifying needs, Search for information (set of consciousness), Evaluation of alternatives (evoked set), Shopping (level of involvement) Assessment of the purchased product or service (cognitive dissonance) The main impacts on the behavior of final consumers: Situation, Store personal effects, Social impacts.
Stages of organizational decision-making of consumers: Identification, Specification required quantities, Search and qualification of potential sources, collection and analysis of bids, Evaluation of tenders and selection of suppliers, Selection and ordering process, analysis and evaluation of performance. The main impacts on organizational behavior of consumers: Class buying, type of products, importance of buying
The complexity of the sales process Activities marketing channels: Physical possession, Ownership, Negotiation, Financing, Risk taking, Purchase, Payment.
On the choice of partners The process of selecting partners consists of three steps: Finding a partner Application of selection criteria to assess The suitability of establishment of the current channel members Factors predicting the identification of optimal strategic partners: Factors sales (knowledge, market coverage, the number of sales staff) Factors products (knowledge broker Product ) Factors experiences and skills intermediary administrative factors (testing workload, competitive cost structure candidates) Risk factors (loyalty)
Quality assessment of the potential partner: Internal assessment - assessment of their own staff External assessment - assessment of partners The frequency of assessment depends on: The degree of control over other manufacturers, Relative importance of participants, Nature of the product, Number of channels.
How to recognize good traders unless you are a manufacturer? Financial strength, Market coverage and sales performance, Sales trends, Control power, Products, Advertising and Promotion, Training Programs, Accessories, Sold facilities and distribution network, Services offered, Desire to cooperate and to join the program, The willingness to share data.
How to choose the best producers if you are a merchant? Reputation / coordination, "Brand name" / image quality / appearance, History and market position of the manufacturer, Novelty / creativity, Market acceptance.
About sale Selling offers verification of achieved commercial activities of companiy as a result of any marketing channel activities: Physical possession, Ownership, Negotiation, Financing, Risk taking, Ordering (procurement) and Payment
Within the channels there are certain flows: Flow of products, Negotiation flow, Flow property, Information flow, Flow promotion.