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Monday, 11th May, 2015
Marketing 2 (Essay) ---------- 8.30am - 10.30am
Marketing 1 (obj) ---------- 10.30am - 11.20am
1a
-They make Goods Available in small quantities
-Market Research
-branding and packaging of Goods
-transportation of goods
-they help in advertisement
-They make Goods Available in small quantities
-Market Research
-branding and packaging of Goods
-transportation of goods
-they help in advertisement
1b
Some of the factors to
consider while selecting
channels of distribution
are as follows: JUST SELECT 5 AND WRITE.
1b
(i) Product:
Perishable goods need
speedy movement and
shorter route of
distribution. For durable
and standardized goods,
longer and diversified
channel may be
necessary. Whereas, for
custom made product,
direct distribution to
consumer or industrial
user may be desirable.
Some of the factors to
consider while selecting
channels of distribution
are as follows: JUST SELECT 5 AND WRITE.
1b
(i) Product:
Perishable goods need
speedy movement and
shorter route of
distribution. For durable
and standardized goods,
longer and diversified
channel may be
necessary. Whereas, for
custom made product,
direct distribution to
consumer or industrial
user may be desirable.
(ii) Market:
(a) For consumer market,
retailer is essential
whereas in business
market we can eliminate
retailing.
(b) For large market size,
we have many channels,
whereas, for small
market size direct selling
may be profitable.
(c) For highly
concentrated market,
direct selling is preferred
whereas for widely
scattered and diffused
markets, we have many
channels of distribution.
(d) Size and average
frequency of customer’s
orders also influence the
channel decision. In the
sale of food products, we
need both wholesaler and
retailer.
(a) For consumer market,
retailer is essential
whereas in business
market we can eliminate
retailing.
(b) For large market size,
we have many channels,
whereas, for small
market size direct selling
may be profitable.
(c) For highly
concentrated market,
direct selling is preferred
whereas for widely
scattered and diffused
markets, we have many
channels of distribution.
(d) Size and average
frequency of customer’s
orders also influence the
channel decision. In the
sale of food products, we
need both wholesaler and
retailer.
(iii) Middlemen:
(a) Middlemen who can
provide wanted
marketing services will be
given first preference.
(b) The middlemen who
can offer maximum co-
operation in promotional
services are also
preferred.
(c) The channel
generating the largest
sales volume at lower
unit cost is given top
priority.
(a) Middlemen who can
provide wanted
marketing services will be
given first preference.
(b) The middlemen who
can offer maximum co-
operation in promotional
services are also
preferred.
(c) The channel
generating the largest
sales volume at lower
unit cost is given top
priority.
(iv) Company:
(a) The company’s size
determines the size of the
market, the size of its
larger accounts and its
ability to set middlemen’s
co-operation. A large
company may have
shorter channel.
(b) The company’s
product-mix influences
the pattern of channels.
The broader the product-
line, the shorter will be
the channel.
If the product-mix has
greater specialization, the
company can favor
selective or exclusive
dealership.
(a) The company’s size
determines the size of the
market, the size of its
larger accounts and its
ability to set middlemen’s
co-operation. A large
company may have
shorter channel.
(b) The company’s
product-mix influences
the pattern of channels.
The broader the product-
line, the shorter will be
the channel.
If the product-mix has
greater specialization, the
company can favor
selective or exclusive
dealership.
(v) Marketing
Environment:
During recession or
depression, shorter and
cheaper channel is
preferred. During
prosperity, we have a
wider choice of channel
alternatives. The
distribution of perishable
goods even in distant
markets becomes a reality
due to cold storage
facilities in transport and
warehousing. Hence, this
leads to expanded role of
intermediaries in the
distribution of perishable
goods.
Environment:
During recession or
depression, shorter and
cheaper channel is
preferred. During
prosperity, we have a
wider choice of channel
alternatives. The
distribution of perishable
goods even in distant
markets becomes a reality
due to cold storage
facilities in transport and
warehousing. Hence, this
leads to expanded role of
intermediaries in the
distribution of perishable
goods.
(vi) Customer
Characteristics:
This refers to
geographical distribution,
frequency of purchase,
average quantity of
purchase and numbers of
prospective customers.
Characteristics:
This refers to
geographical distribution,
frequency of purchase,
average quantity of
purchase and numbers of
prospective customers.
(vii) Channel
Compensation:
This involves cost-benefit
analysis. Major elements
of distribution cost apart
from channel
compensation are
transportation,
warehousing, storage
insurance, material
handling distribution
personnel’s compensation
and interest on inventory
carried at different selling
points. Distribution Cost
Analysis is a fast growing
and perhaps the most
rewarding area in
marketing cost analysis
and control.
Compensation:
This involves cost-benefit
analysis. Major elements
of distribution cost apart
from channel
compensation are
transportation,
warehousing, storage
insurance, material
handling distribution
personnel’s compensation
and interest on inventory
carried at different selling
points. Distribution Cost
Analysis is a fast growing
and perhaps the most
rewarding area in
marketing cost analysis
and control.
(2a)
Warehouse is the place of storing goods produced
or bought until they are needed. Warehouse
ensures that there is a regular and steady supply of
goods and producer or wholesaler must hold stock
until the consumers demand for it.
(2b)
-state warehouse
-bonded warehouse
-wholesale warehouse
Warehouse is the place of storing goods produced
or bought until they are needed. Warehouse
ensures that there is a regular and steady supply of
goods and producer or wholesaler must hold stock
until the consumers demand for it.
(2b)
-state warehouse
-bonded warehouse
-wholesale warehouse
(2c)
-storage facilities: warehousing serve as
storage facilities. They are provided for
keeping the good and safely.
– ensure constant supply: constant and steady
supply of goods throughout the year is made
possible through warehousing.
-employment opportunities: warehousing
create job opportunities for may people e.g
clerks manager.
-facilitates repackaging: in the warehouse,
repackaging and branding of goods are
facilities
-ensures production of good ahead of demand:
ware house facilities ensures that good are
produced ahead of demand
-stability of price: warehouse ensures that
there is no fluctuation in price of goods. It
helps to stabilize prices of goods
-storage facilities: warehousing serve as
storage facilities. They are provided for
keeping the good and safely.
– ensure constant supply: constant and steady
supply of goods throughout the year is made
possible through warehousing.
-employment opportunities: warehousing
create job opportunities for may people e.g
clerks manager.
-facilitates repackaging: in the warehouse,
repackaging and branding of goods are
facilities
-ensures production of good ahead of demand:
ware house facilities ensures that good are
produced ahead of demand
-stability of price: warehouse ensures that
there is no fluctuation in price of goods. It
helps to stabilize prices of goods
(3ai) consular invoice: is the invoice that has
been signed by the country to which the
goods is to be consigned.
(3aii) Waybill is a number of document made
out by or on behalf of the consign or of goods
to be transported.
(3b)
1) Availability of raw materials
2) Nearness to market
3) Availability of basic infrastructure
4)Economy policy
5) Demographics
6) Psychographics
7) Industrial clusters
been signed by the country to which the
goods is to be consigned.
(3aii) Waybill is a number of document made
out by or on behalf of the consign or of goods
to be transported.
(3b)
1) Availability of raw materials
2) Nearness to market
3) Availability of basic infrastructure
4)Economy policy
5) Demographics
6) Psychographics
7) Industrial clusters
4a
-Mission Statement
-Corporate objectives
-Marketing Audit
-Budget
-Implementation
-Mission Statement
-Corporate objectives
-Marketing Audit
-Budget
-Implementation
4b
-to find out the need of the customer
-to assist in marketing planning
-to increase profit
-to standardize
-to monitor the taste of the consumer
-to find out the need of the customer
-to assist in marketing planning
-to increase profit
-to standardize
-to monitor the taste of the consumer
(5a) Merchandising is activity of promoting the sale of goods at retail.Merchandising activities may include display techniques, free samples, on-the-spot demonstration, pricing, shelf talkers, special offers, and other point-of-sale methods
(5b) -labelling
-branding
-packaging
-design
-branding
-packaging
-design
5c)
-nearness to the populations/target
market
-it helps the producers of some perishable
goods to have a rigid distribution control to avoid spoliage
-it affords products to hae a high value
per unit
-it helps in spreading the cost of
promotion
-it helps to create job for thousands of unemployed
-it helps in product packaging and serves
a s source of information.
-nearness to the populations/target
market
-it helps the producers of some perishable
goods to have a rigid distribution control to avoid spoliage
-it affords products to hae a high value
per unit
-it helps in spreading the cost of
promotion
-it helps to create job for thousands of unemployed
-it helps in product packaging and serves
a s source of information.
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