- company goals & objectives, customer characteristics, product characteristics, market characteristics, environmental characteristics

• market coverage

• intensive distribution

• exclusive distribution

• selective distribution

• vertical marketing system

• logistics

• strategic channel alliance

• value-chain management

• vertical marketing system

 

• wholesalers, retailers

• wholesaling functions

• full-function wholesalers, limited function wholesalers

• types of merchandisers:

- general line merchandisers, single-line merchandisers, scrambled merchandisers

• agents, brokers, manufacturer’s representatives

• physical distribution

• logistics

• types of demand:

- continuous demand, seasonal demand, erratic demand

• carrying costs

• Just-in-Time (JIT)

• materials handling • retailing mix

• merchandize carried:

- depth of product line, breadth of product line

- general merchandise retailer, limited-line retailer, scrambled single-line retailer

• level of service offered by retailers:

- full service, limited service, self-selection, self-service

• method of operation:

- store retailer

supermarket, superstore, convenience store, catalog showroom, warehouse club

- non-store retailer

mail-order, in-home, direct response, telemarketing

• form of ownership:

- independents, corporate chain, associations of independents

• location of facilities

- central business district, main business thoroughfares, secondary shopping districts, neighborhood clusters, planned shopping centers

• retail management decisions

- target market, information system, product mix, pricing, store image/ambience

• atmospherics

• category management

 

• integrated marketing communication (IMC)

• promotion

• promotional mix:

- advertising, personal selling, sales promotion, publicity/public relations, packaging

• communication model:

- source, receiver, encoding, channel, message, decoding, receiver, noise, feedback

- one-way communication, two-way communication

• IMC planning, implementation, and evaluation

- situation analysis

- target market

- product positioning

- IMC objectives:

- communication objectives
- sales objectives

- push strategy, pull strategy

• factors in IMC planning:

- resources available, product characteristics, target market characteristics, channel member relationships, stage of PLC, company policy, degree of globalization

• IMC budget alternatives:

- percent-of-sales budget, competitive-parity budget, affordability budget, objective-and-task budget, return-on-investment budget

• advertising

objectives

ad type

reach

frequency

CPM

measuring advertising effectiveness

budgeting issues

media:

television, radio, newspapers, magazines, direct mail, billboards, Internet

advantages/ disadvantages of each

• types of advertising:

pioneering advertising

reminder advertising

competitive advertising

comparative advertising

advocacy advertising

(samples, coupons, premiums, refunds/rebates, contests, bonus packs, event sponsorship)

trade promotions

(trade allowances, p.o.p. displays, contest/dealer incentives, trade shows)