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What you’ll learn to do: explain how channels affect the marketing of products and services By March 2014, most Americans had noticed the Geico gecko; some had fallen in love with him. Regardless of buyers’ feelings about the little lizard, by 2014 enough had...

Let’s look at an example in which the supply chain is key to a successful channel strategy that delivers the right value to customers. Elli.com is an online retailer that sells customized wedding materials to brides. Elli specializes in paper products that ar...

The Marketing Campaign Determining which marketing communication methods and tools to use and how best to combine them is a challenge for any marketer planning a promotional strategy. To aid the planning process, marketing managers often use a campaign appr...

IMC: Making an Impact with Marketing Communication Having a great product available to your customers at a great price does absolutely nothing for you if your customers don’t know about it. That’s where promotion enters the picture: it does the job of conne...

What you’ll learn to do: explain integrated marketing communication (IMC) and its connection to the organization’s marketing strategy Promotion is a powerful part of the marketing mix because it determines what and how you communicate with target audiences. I...

THE HACK While people may prefer to learn in certain ways, learning styles do not exist Try to learn new things in many different ways to solidify your learning The Story Visual learners claim to be people who learn more effectively through pictures, cha...

Why demonstrate how organizations use integrated marketing communication (IMC) to support their marketing strategies? The fourth P, promotion, focuses on communicating with target audiences about something: a product, service, organization, idea, or brand. Co...

Instructions Write a post for the Discussion on this topic, addressing the questions below. You may use either written paragraph or bullet point format. Part 1 should be 2–3 paragraphs in length or an equivalent amount of content in bullet point form. Respons...

Let’s return to our earlier example of Whole Foods’ and Trader Joe’s distribution strategies now that we understand much more about marketing channels and supply chains. Whole Foods and Trader Joe’s use very different approaches to source their products, place...

As the importance of managing the supply chain well has increased, companies have acknowledged that they must manage the supply chain as a complete system and treat it as an integrated function. When an organization takes an integrated approach, it is recogn...

Introduction Geico didn’t simply find itself owning the online, direct channel. It analyzed its customer needs and competitors’ positions and chose a strategy to accelerate sales growth: Geico defined and managed its channel strategy. The Channel Managemen...

The interconnected teams and organizations that comprise the supply chain provide a range of different functions. The supply chain for every organization is different. In fact, each product can have different supply chain needs and challenges, leading to diffe...

Earlier in this module we discussed the definition of supply chain and the difference between the supply chain and marketing channels. As a reminder, the supply chain is a system of organizations, people, activities, information, and resources involved in movi...

Just when we have finally mastered the marketing mix that includes the four Ps, we arrive at the retail strategy. The retail marketing strategy includes all of the elements of the traditional marketing mix: Retailers buy product from producers or wholesaler...

Beyond the distinctions in the products they provide, there are structural differences among retailers that influence their strategies and results. One of the reasons the retail industry is so large and powerful is its diversity. For example, stores vary in si...

Introduction Retailing involves all activities required to market consumer goods and services to ultimate consumers who are purchasing for individual or family needs. By definition, B2B purchases are not included in the retail channel since they are not ma...

What you’ll learn to do: describe types of retailers and explain how they are used as a channel of distribution Retailing is important for marketing students to understand for two main reasons. First, most channel structures end with a retailer. While product...

As with each element of the marketing mix, different segments of customers have different needs with regard to place, or distribution. Service outputs offer a way to focus on the unique needs of a target buyer and plan for those in the distribution strategy. S...

Introduction Throughout the channel structure there are a number of points where sales may occur. The most straightforward of these is the direct channel, in which the producer sells directly to the consumer. In every other structure, multiple sales occur—...

What you’ll learn to do: discuss how to develop effective messaging for marketing communications At the center of any successful marketing activity is a message. Without a solid, consistent message, your marketing efforts are like a compass without an arrow: ...