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Introduction Retailing involves all activities required to market consumer goods and services ...

As with each element of the marketing mix, different segments of customers have different needs w...

Introduction Throughout the channel structure there are a number of points where sales may occ...

Introduction Geico didn’t simply find itself owning the online, direct channel. It analyzed it...

What Is a Supply Chain? We have discussed the channel partners, the roles they fill, and the s...

Introduction While the retail channel is most familiar to students, wholesalers play an import...

While channels can be very complex, there is a common set of channel structures that can be ident...

Introduction The distribution strategy supports company-level objectives, as well as marketing...

Evolution of Channels of Distribution As consumers, we take for granted that when we go to a s...

Why evaluate how to use distribution channels to market an organization’s products and services e...

Let’s return to our discussion of Amazon Prime pricing in the context of the pricing concepts we’...

What role does the price play in the competitive bid process? The answer to this question can v...

When we discussed buyer behavior, we identified the stages that organizations go through to make ...

Now that you’ve had some practice calculating the value of elasticity, let’s turn to some of the ...

Introduction With a good understanding of what elasticity means and how it is calculated, we can...

In addition to deciding about the base price of products and services, marketing managers must al...

Cost-Plus Pricing Cost-plus pricing, sometimes called gross margin pricing, is perhaps the most ...

What Is Penetration Pricing? Penetration pricing is a pricing strategy in which the price of a...

With a totally new product, competition either doesn’t exist or is minimal, and there’s no market...

The Customer and the Pricing Decision We have discussed common company objectives that affect ...