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“Place”

“Place”. The Marketing Mix Project. Channels of Distribution . The path a product takes from producer or manufacture to the final user Intermediaries: Wholesales, retailers, Agents Direct vs. Indirect distribution Direct=no intermediaries Indirect=one or more intermediaries

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“Place”

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  1. “Place” The Marketing Mix Project

  2. Channels of Distribution • The path a product takes from producer or manufacture to the final user • Intermediaries: Wholesales, retailers, Agents • Direct vs. Indirect distribution • Direct=no intermediaries • Indirect=one or more intermediaries • For your project, please include • Discuss which channel members your business in the channel for your product • Intermediaries, direct or indirect channels. • Most products have more than one channel of distribution. Discuss three for your product • The use of vocabulary terms found in the textbook

  3. Distribution Intensity • This has to do with how widely a product will be distributed • Exclusive: protected territories for distribution in a given geographical area (Image Sports Products only at GNC) • Selective: Limited number of outlets in an area used to sell the product (Ralph Lauren) • Intensive: Involves the use of all suitable outlets to sell a product (Quaker State Motor Oil) • e-commerce: Online shopping location (Exepedia.com) • For your project, please include • Briefly describe the distribution intensity of your product • The use of vocabulary terms found in the textbook

  4. Examples and diagram • For your project, please include • A diagram similar to this one from your book (pg. 378) • Channel A-E

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