Distribution methods include: Channel choice depends on: © department stores ‘© business customers or consumers © chain stores ‘© perishability and size © discount stores ‘© competitors’ channels © supermarkets ‘© ‘high or low price and image of © direct sales product © mail order ‘© location of consumers © local retail store ‘© how often purchased © e-commerce. ‘© whether technical information about the product is required. Marat abet ‘esis new produc ‘Trae sir texng 0 | sexeeng say mune Emerg a fordgn mare: crowemaat tere tte foaed on matating Kerang” reac ee Contin for sonar cf international franchising ia eae the marketing mix in a consistent sabe eothg teen Sd tegrated oy ot enced the mareting budget Foren market robles: Ticket nonteae 9, stout utr trences ; «= Giferent language. Marketing. impetconse strategy cage ate changes emer oat Feregn market opps pct sl ono highs roth potent, ‘Thay inreae const uses, tg in Sevtong cures te treet «loner vade bares ‘aurenen erie = Sut can esse consumers Stuwedmanre Se ham cen OElow accurate? a w repends on: uestionnaite design sample size + dear questions Sample selection + nat too ong primaryisecondary ‘range of yes/no and open questions bas * order questions carefully (uality of research methods Presenting resus: ‘tables ~ many figures 1 bar chart ~ show totalssub totals ‘ie chart show proportions “raph - show trends Marketing mc + poet Shnce * place = pemeten fee cf paagig igi oe + Promotional eet 2 rating sales in a test market {lomaton hes one rp] ‘Marketing ‘ational launch = check sales mix: fees agast og objec product traning Benet of deoping new products tbls and develop band nae ‘teip erate USP rete branaimage sid en ‘ep product up to date ‘encourage brand oly eter new market ‘erstieavon|Dedine: ‘rece price to sell inventories {adopt extension strategies prepare for eventval product replacement packaging place selection to reflect image «strengthen brand image = ‘€9,ofgnal promotion materia ‘more ‘place’ options to meet Consumer demand ‘Conpatine pens ‘Sas pce atom oe of Competes ‘request competion ‘fut cons higher han thse of ‘eompetin, ass might be made nah om nce sty ocean ‘pre ett derard- bss hey ‘ht eenson st rae ShoSte srtegy ta make t ‘lt for oes he compete methods {oreauce pices cents demand — busines, Salve ree aoe cto aaa Sealand, Hoh ee poet [oer + tec ssi pt ma oF becomes successful as Land eee hoes Sees4, Producer ~ agent - wholesaler ~ retailer ~ consumer ‘often used when exporting ~ agent has local knowledge’ BUT: adds a cost level ‘reduces producers’ control over marketing 1. Producer ~ consumer: ‘the most direct channel used for most services ‘+ cuts out ‘middlemen’ —lowers costs and usually prices + BUT: not suitable forall products ‘+ producers hold all inventories Marketing mix: place (distribution channels) +3, Producer ~ wholesaler ~ retailer ~ consumer ‘© wholesaler ‘breaks bulk’; holds inventories ‘and delivers to retailer ‘retailer can buy in small quantities ‘© BUT: adds another cost level 2. Producer ~ retailer ~ consumer * larger deliveries and low transport costs to big retailers « retailers hold inventories + BUT: producer has no direct contact, with consumer Informing consumers, e.g. about ‘new products or improvements of existing products ‘Competing with competitors, e.9. by ‘means of special offers or consumer rewards that encourage people to buy a particular product and not those of a competitors Aims of promotion The overall objective of promotion is to increase sales by achieving these aims: Creating a brand image,e.g. advertising (or sales promotions that concentrate on the quality and fashionable nature of a new range of clothing Improving the image of the company, e.g by advertsing the environmental protection measures taken by a businessPromotion cca dpa on ‘rsh ec sage {Produeeror insane’ ood {comconpuredto marten eos compara beget Maen budget Mexia choice depends on: 2 a0 smal ray nt teh Marketing seo fob co ot promotion ee “Saleen of Sess ‘may exceed the revenue promotion ‘¢ visualmoving image aed rom les hardcopy “Adantages of sales pomaton ‘boos of peak soles Seas totes = tle ‘eer a pases andrea cone See apes Ra sing tom comeetion Seompetions ——Saterses sence Product Price: «+ fesearching and developing products that use “+ sig the internet o adjust prices according the atest teemology, 9 remoteconta ‘beste dean eg: Oman fg drones; smart mobile phones: '« leads to higher revenue as prices are raised ‘customers are increasingly demanding the “atest technology BUT. canbe very expensive to ‘keep up’ with all ‘technological developments ‘online when demand increases BUT: consumers can feel that they are being ‘exploited if prices rise for popular products, (ea fights in certain seasons Place: ‘ecommerce or online sling of goods and services ~ page 73 Promotion socal media sites to promote goods and services * vital marketing to encourage social media ser to pass on promotion messages ‘* majority of younger consumers will be social media users «allows two-way communications with consumers ‘BUT: may not reach many consumers who do not use socal media‘Consumer threats: ‘*no face-to-face contact with Business opportunities: 3lobal promotion Been '* customers order and pay online ‘ho try before you buy” ‘© access to internet essential ‘* cuts out shops + security risks, e.g, fraud/identity theft + suppliescomponents can be ordered Business threats: '* customers compare with competitors. easly ‘+ good website essential '# no face-to-face contact ‘© no shops to hold inventories ‘transport costs to customers