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Strategic Marketing EBMA 3715 Unit 9 (Chapter 9)
- 1. SEMESTERTEST 2 DETAILS DATE: 8 April 2015 TIME: 5,6TH PERIOD11:10 13:00 VENUES: A Z, EXR6 WORK: Unit 6,7,8,9,10,11 MARKS: 50 TIME: 90 Minutes FORMAT: O ne Busine ss Case study with applicatio n q ue stio ns- Yo u ne e d to kno w the the o ry and ho w to practically apply it/ m o tivate answe rs fro m the case study.
- 2. Make sure you read the entire case study ( +- 2 page) Read your questions carefully- motivate/ justify from the case. KNOW YOUR THEORY!
- 3. What type of questions can I expect?
- 4. What type of questions can I expect? There are three product line stretching strategies. List any two (2) of these strategies and provide a suggestion as to how NIVEA can practically implement each strategy.
- 5. What type of questions can I expect? With the five (5) product levels in mind, identify how NIVEA uses each level to add value to its customers, with their Sun range products.
- 11. Distribution Management (placement) and retailing CHAPTER 9
- 12. What is Distribution all about? (pg. 293)
- 16. Do the elements of the marketing mix compliment each other?
- 34. Channe lDe sig n: Structure and Num be r (pg . 29 7 ) ExclusiveDistribution Focus strategy ExclusiveDistribution Focus strategy SelectiveDistribution Differentiation strategy SelectiveDistribution Differentiation strategy IntensiveDistribution Cost-leadership strategy IntensiveDistribution Cost-leadership strategy More distribution points Less distribution points THEEXTENTOFDISTRIBUTION
- 41. Channel Activities and Functions (pg. 301-306)
- 42. Channel Activities or Functions (pg. 302) Intermediaries close gaps and provide utility Intermediaries resolve discrepancies Intermediaries reduce transactions Intermediaries synchronise needs, do bulk breaking and re-assort product offerings
- 45. Specialisation in the distribution channel (pg. 307-311)
- 50. Channel Management (pg. 312- 315)
- 51. What do you think causes channel conflict?
- 54. Channel Partnerships / Co-operation
- 56. CHANNEL Changes in customer buying patterns Changes in the product life cycle Environment al Changes Economic Conditions (rise in inflatio n) Changes in Industry and Competitive Conditions Changes in Industry and Competitive Conditions Pressure of resellers and Manufacturers Pressure of resellers and Manufacturers
- 57. Most difficult stage of all! Hard to find retailers to stock or carry the product Overall demand increases Distribution strategy: Intense distribution- geographic expansion Distribution structures apply pressure for reduced prices. Seek new markets- new distribution Difficult to maintain distribution intensity- products become undesirable
- 59. Push & Pull Strategies (pg. 315) PUSH STRATEGY PULL STRATEGY Manufacturer Wholesaler Retailer Consumer Orders Manufacturer Wholesaler Retailer Consumer Orders
- 63. Channels for Services (pg. 323-340). Combined with Chapter 13.
- 64. Value Chain (pg. 334-336). Combined with Chapter 12.
Editor's Notes
- Aimed to develop your thinking- to help integrate all the work we have done and enhance your practical thinking skills. This will, in turn, help you with your TATA assignemnt.
- You are an up and coming designer- sellign exclusive boutique dresses. Would you approach PEP to be your distributor? Why or Why not?
- What is your offering- this will determine which channels to use
- What route do they take to reach the end consumer? Show new barone cereal
- What route do they take to reach the end consumer?
- Creative Coca-Cola Vending machine
- Istore Was an agent for major service providers.
- Things can get out of control very quicklyWHY?
- It become difficult to manage so many channels / so many people / contact points.
- Ideal market exposure is when a product is available widely enough to satisfy target customers needs but not exceed them.
- A marketing channel performs the work of moving goods from producers to consumers. It overcomes the time, place, and possession gaps that separate goods and services from those who need or want them. Some of these functions (storage and movement, title, and communications) constitute a forward flow of activity from the company to the customer; other functions (ordering and payment) constitute a backward flow from customers to the company. Still others (information, negotiation, finance, and risk taking) occur in both directions.
- Grocery shopping-Trip to Pick n Pay
- Pic of their promoso
- Woolworths and Engen