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AUDIO SUMMARY
CHAPTER FOURTEEN
1. NARRATOR—INTRO
2. NARRATOR—LO 1
3. NARRATOR—LO 2
4. NARRATOR—LO 3
Welcome to “Distributing and Promoting Products,” the
fourteenth chapter you will study.
The first objective of this chapter is to identify the
various channels of distribution for products and explain
the concept of market coverage. A marketing channel is
a sequence of marketing organizations that directs a
product from producer to ultimate user by transferring
ownership of that product. Merchant middlemen actually
take title to products, whereas functional middlemen
simply aid in the transfer of title. Consumer products
may go by direct channel (from producer to consumer);
or go from producer to retailer to consumer; from
producer to wholesaler to retailer to consumer; or from
producer to agent to wholesaler to retailer to consumer.
In intensive distribution, products go to all available
outlets, providing the widest market coverage. Selective
distribution uses only a portion of outlets available in an
area. Exclusive distribution uses just one retail outlet in
a large geographic area.
Our next objective is to Explain partnering through
supply-chain management. Supply-chain management,
a long-term partnership among channel members who
work together, forms a distribution system that lessens
inefficiencies, costs, and redundancies creates
competitive advantage and satisfies customers. The
channel’s manufacturing, research, sales, advertising,
and shipping partners work together to meet needs as
well as possible. Technology such as bar coding and
electronic data exchange (EDI) makes it easier to
implement supply-chain management.
Objective three is to discuss the need for wholesalers,
describe the services they provide to retailers and
manufacturers and describe the major types of
wholesalers . Wholesalers are intermediaries that
purchase from producers or other intermediaries and sell
to industrial users, retailers, or other wholesalers.
Wholesalers perform many functions in a distribution
channel that other channel members would have to
perform if the wholesalers didn’t. Wholesalers provide
retailers with help in promoting products, collecting
information, and financing. They provide manufacturers
with sales help, reduce their inventory costs, furnish
market information, and extend credit to retailers.
5. NARRATOR—LO 4
6. NARRATOR—L0 5
7. NARRATOR—L0 6
Merchant wholesalers buy and then sell products.
Agents do not take title to the goods they distribute.
Your fourth objective is to distinguish among the major
types of retailers and identify the types of shopping
centers. Retailers are intermediaries that buy from
producers or wholesalers and sell to consumers. In-store
retailers include department stores, discount stores,
warehouse showrooms, supermarkets, and so on.
Retailers using direct selling, direct marketing, and
automatic vending are non-store retailers. Direct
marketing includes catalog marketing, direct-response
marketing, telemarketing, television home shopping, and
online retailing. Depending on their mix of stores and
the size of the geographic area served shopping centers
may be neighborhood, community, or regional centers,
For objective five, explain the five most important
physical distribution activities. Physical distribution
consists of activities designed to move products from
producers to ultimate users. Its five major functions are
inventory management, order processing, warehousing,
materials handling, and transportation. These
interrelated functions are integrated into the marketing
effort
The sixth objective is to explain how integrated
marketing communications works to have the maximum
impact on the customer. Integrated marketing
communications is the coordination of promotion efforts
for maximum impact on customers.
8. NARRATOR—L0 7
For objective seven, explain the basic concept of
promotion mix. Promotion mix is sometimes called
marketing-communications mix and consists of the
particular combination of promotional methods a firm
uses to reach a target market. The makeup of the mix
depends on the firm’s promotional resources and
objectives, the nature of the target market, and product
characteristics.
9. NARRATOR—L0 8
For objective eight, explain the purposes of the three
types of advertising and describe the major steps of
developing an advertising campaign. Advertising is paid
non-personal, communication aimed at a specific
audience through mass media. It can be primarydemand, for products of an entire industry, selective-
demand, promoting a particular brand of product, or
institutional, with image-building as its objective. An
advertising campaign’s stages are: identifying an
advertising target, developing a statement of important
selling points called an advertisement, creating a media
plan to create the message, and carry out the campaign,
and evaluating the effectiveness of these efforts.
10. NARRATOR—L0 9
Your ninth objective is to recognize the various kinds of
salespersons, the steps in the personal-selling process,
and the major sales management tasks. Personal selling
is personal communication meant to persuade
consumers to buy a firm’s products. It is adaptable
because a salesperson can modify the message to fit
each buyer. Salespeople can be: order getters, order
takers, and support personnel. The personal selling
process has six steps: prospecting, approaching
prospects, making presentations, responding to
objections, closing sales, and following up. Sales
managers determine the sales force objectives of
recruiting, selecting and training; compensating and
motivating personnel, creating territories, and evaluating
sales performance.
11. NARRATOR—L0 10
Describing sales promotion objectives and methods is
objective ten. Sales promotion is using activities and
materials to induce customers and salespersons to buy
and/or promote products. Rebates, coupons, samples,
premiums, frequent-user incentives, point-of-purchase
displays, trade shows, buying allowances, and
cooperative advertising may be used.
12. NARRATOR—L0 11
Your final objective is to understand the types and uses
of public relations. Public relations uses communication
activities to create and maintain good relationships
between an organization and various public groups.
Public-relations tools convey messages and create
images. Brochures, newsletters, company magazines,
and annual reports are written tools, but speeches, event
sponsorships, and publicity are also PR tools. Publicity
is communication about an organization or its products
in news-story format. Public relations can promote
people, places, activities, ideas, - even countries. It can
be used to enhance the reputation of an organization or
to reduce the unfavorable effects of negative events
And that closes our discussion on chapter fourteen.
13. NARRATOR—SIGN
OFF