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Intro to Marketing

Intro to Marketing. Mr. Bernstein Distribution and the Entertainment Industry December 4-6, 2013. Intro to Marketing Mr. Bernstein. Distribution Channels Consumer Product Channel Types (Glencoe p 450) Producer directly to Consumer Producer to Retailer to Consumer

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Intro to Marketing

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  1. Intro to Marketing Mr. Bernstein Distribution and the Entertainment Industry December 4-6, 2013

  2. Intro to MarketingMr. Bernstein Distribution Channels Consumer Product Channel Types (Glencoe p 450) Producer directly to Consumer Producer to Retailer to Consumer Producer to Wholesaler to Retailer to Consumer Producer to Agents to Wholesaler to Retailer to Consumer Producer to Agents to Retailer to Consumer Q: examples of each? Industrial Product Channel Types – see p 451

  3. Intro to MarketingMr. Bernstein Distribution Intensity Exclusive distribution Selective distribution Intensive distribution Based on control of selling, costs, brand image, accessibility, locations Q: Examples of levels of Intensity? Legal and Ethical Issues in Distribution Clayton Act of 1914 prevents exclusivity which lessens competition

  4. Intro to MarketingMr. Bernstein The Distribution Environment Managing distribution is a strategic decision. Example: ST Microelectronics Life in the distribution channel: In all industries, distributors face pressure from both customers and vendors Relationships with partners in the channel can be critical Understand the entire channel from producer to consumer Understand who has the leverage – who is adding most value? Are there competitive alternatives?

  5. Intro to MarketingMr. Bernstein Entertainment Profits: The Movie Business In 1998, despite record attendance, only 2 of the 7 major Hollywood studios was “profitable” Production and distribution costs are high Predicting moviegoer preferences is difficult A major contribution to revenues are licensing of the intellectual properties – cable TV, DVDs, video games, theme parks, etc. Sequels and prequels reduce risk

  6. Intro to MarketingMr. Bernstein Distribution of Entertainment Which have you used recently? Cable Satellite TV Internet On Demand

  7. Intro to MarketingMr. Bernstein Distribution of Entertainment What companies are in the value chain between the film producer and the paying customer? (Read How Movie Distribution Works, Introduction only) What value does each add, in terms of the 4 P’s?

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