Marketing Mix - Place

xoliviamae
Mind Map by , created almost 6 years ago

Chapter 30

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xoliviamae
Created by xoliviamae almost 6 years ago
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Marketing Mix - Place
1 Key Words
1.1 Distribution Channel
1.1.1 Describes how the ownership of a product moves from the producer to customer
1.2 Distribution Outlet
1.2.1 Where the product is sold
1.3 Industrial Goods
1.3.1 Sold from one business to another, used in the final product
2 Distribution
2.1 Zero Level Channel
2.1.1 Producer -> Consumer
2.2 1 Level Channel
2.2.1 Manufacturer -> retailer -> consumer
2.3 2 Level Channel
2.3.1 Manufacturer -> Wholesaler -> Retailer -> Consumer
3 Choosing A Distribution Channel
3.1 Access to markets
3.1.1 Could distribute directly
3.1.2 Heinz have to use wholesalers and retailers
3.2 Desired Degree of Control
3.2.1 Different businesses can change the prices
3.2.2 Directly = full control
3.3 Costs
3.3.1 Cheaper to sell directly
3.3.2 Intermediaries like to add profit
4 Getting the right outlet
4.1 Layout
4.2 Decor
4.3 Staff
4.4 Changing rooms
4.5 Displays
4.6 For speciality items
4.7 Ikea
4.7.1 Out of town
4.7.2 Lots of parking
4.8 Supermarkets
4.8.1 Width of ailses
4.8.2 Aroma
4.8.3 Fresh veg
4.8.4 Basic = back
5 Distribution Targets
5.1 May be sales they hope to achieve
5.2 Convince intermediaries
5.2.1 Job of sales force

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