tailieunhanh - Ebook Essentials of marketing frances - Brassington & stephen pettitt (2nd edition): Part 2

(BQ) Part 2 book "Essentials of marketing frances - Brassington & stephen pettitt" has contents: Promotion: integrated marketing communication; marketing planning, management and control; sarketing planning, management and control; promotion - advertising and personal selling; e marketing and new media; promotion - other tools of marketing communication. | 5/1/07 15:33 Page 256 chapter 8 place learning objectives This chapter will help you to: 1 define what a channel of distribution is and understand the forms it can take in both consumer and B2B markets; 2 discuss the rationale for using intermediaries and their contribution to efficient and effective marketing efforts; 3 differentiate between types of intermediary and their roles; and 4 appreciate the factors influencing channel design, structure and strategy and the effect of conflict and cooperation within channels. Introduction Shopaholics of the world unite! Retailing is one of the highest-profile areas of marketing and, like advertising, has had a tremendous impact on society, culture and lifestyles. To some, shopping is an essential social and leisure activity, while to others, it is a chore. It offers some a chance to dream and, for most of us, an opportunity at some time or other to indulge ourselves. We often take for granted the availability of wide ranges of goods and know that if we search hard enough, we will find just what we are looking for. Some people, indeed, find that half the fun is in the searching rather than the ultimate purchase. Although to us as consumers retailing means fun, excitement and the opportunity to splash out vast quantities of cash (thanks to plastic cards!), it is a very serious business for the managers and organisations that make it happen. It is often the last stage in the channel of distribution before consumption, the final link in fulfilling the responsibility of a marketingoriented supply chain to get the product to the customer in the right place at the right time. The retail store is thus at the end of an extremely efficient and sophisticated distribution system designed to move goods down the distribution channel from manufacturer to consumer. A retailer can be just one of the intermediaries whose role is to facilitate that movement of goods and to offer them at a time and .

• Marketing - Bán hàng
• Corporate finance and investment
• Corporate finance
• Marketing communication
• Personal selling
• Management and control
• Sarketing planning