Is the U. Michael J. Pettijohn, Missouri State University A. On Thin Ice? Issue 2 - Fall Key Account vs. Kimberly M. Henley, Jr. Sherrell, University of Memphis Joel E. Stearns, Miami University Brien N. Perceived Image of India by U. American Consumers Kevin M. Elliott, University of Missouri — St.
Louis Frank Q. Fu, University of Missouri — St. Louis Download PDF. Mallis, University of Toledo Michael Y. Kenneth E. The Influence of Kelo V. Schneider, St. Cloud State University Dennis N. Pull policy; In which a business promotes directly to consumers in order nl to create a strong consumer demand for its products.
It ensures that customers w get their products at the right place and at the right time. Distribution is w about places i. Physical distribution refers to the marketing tasks concerned with efficient physical movement of goods and services from the producer and includes the tasks of transportation and storage. A distribution channel consists of a group of individuals or organizations that assist in getting the product to the right place and time- just when and where the customer wants it.
Wholesalers: they buy goods from the manufacturer, store them and sell to the retailers. Retailers: are the final stopping points for the product prior to its sale to the end user. Distributors: these are the intermediaries who stock products for manufacturers and sell them. In most cases they are appointed by the manufacturer. Dealers: they are those who specialize in selling one particular brand e.
In most cases they sell to end user. Their e. Franchise: this is a business relationship where the franchisee re holds a contract to market and supply a product or service that has ef been very strictly designed and developed by the franchiser.
The in franchisee must adhere to the strict terms and conditions on store design, layout and contents sold within the retail outlet e. Merchandisers: these are responsible for store displays, relating l to their products in various retail outlets.
They manage displays,. Zero-level channel; this is where the producer sells directly to the consumer i. One level channel; this is where there is only one intermediary i. Producer retailer consumer 3. Two level channel; it involves two intermediaries i. Three level channel; it involves three intermediaries i. Producer agent or distributor wholesaler retailer consumer Most consumer products go through the longer channels.
Functions of middlemen The basic role of middlemen is to make the product available and accessible to customers in a more cost effective way than could be achieved by the manufacturer alone. They do this by performing some or all of the following functions; 1.
Breaking bulk; they buy goods from the manufacturer in large quantities and sell them in smaller quantities that end users wish to m buy. Delivery; they buy products from manufacturers and deliver them to many small customers with small vans, thus increasing accessibility. After-sales service; they offer operational instructions, warranties and ef installation as in the case of electronic and industrial goods. Price setting; they may have the authority to set prices.
Promotion; they undertake the activities of displaying, demonstrating nl and developing persuasive communications about a product. Matching; i. Information gathering; they gather and distribute marketing w information about the marketing environment needed for marketing w planning. Extending credit; industrial distributors often sell on credit to their customers thus removing a significant cash flow burden from the manufacturer.
Risk taking; they assume the risks of damage through fire, accidents, fall in prices etc. The reasons why middlemen are used relate to lower costs and higher sales. Lower costs; Fewer lines of contact; they reduce the lines of contact between producers and end users i. Producers m Middleman co e. Distributors often relief the manufacturer of such tasks. Higher sales. Image of the product; the more exclusive and expensive the product is, the more up-market the image of the distributor will be.
Product complexity; technical products such as machinery or m equipment demand a high level of knowledge on the part of the distributor in order to provide after-sales service. Financial status of the intermediary; distributors buy products in large e.
Knowledge of the local market. Appropriate premises and equipment i. Customer convenience; manufacturers will select more middlemen in lo areas where customers are highly concentrated. Efficient customer service capabilities; i. There are three broad choices; a Intensive distribution; The aim of the strategy is to secure as many retail outlets as possible in order to maximize product availability and accessibility to potential buyers.
This type is most suited to products where convenience of purchase and impulse buying are important factors influencing sales. The manufacturer may want the distribution to be as intensive as possible but may also want to protect the image of the company and its brands by exercising some control over the type of retailers selling it.
The m strategy is used with shopping products like electrical appliances. The distributors are chosen carefully because their image and competence must match up to the lo high standards demanded by the manufacturer.
The characteristics of l. Conflict is inherent in the channel system because everyone in the channel wants to maximize their profits often at the expense of other channel members.
A certain amount of conflict is healthy as competing retailers for example, seek to maximize their market share by improving customer service. Manufacturers must therefore attempt to manage their distributors. Ideally they should be firm on pricing policies and the amount of discount allowed by individual channel members, particularly if discounting cut price is used to poach customers from other channel members.
If a retailer stocks four similarly priced computers from four co rival manufacturers, why should he sell brand X rather than brand Y? The manufacturer of brand Y will always want to motivate distributors to sell his brand. It ensures availability of products to customers and it can be a costly task.
Many companies have distribution managers responsible for designing an efficient system concerned with the movement of goods into and out of the company. The aim is to achieve the highest level of customer service at the lowest cost. The manufacturer has to therefore manage the distribution of spare parts and servicing. Choice of channel of distribution-Determining factors m The choice of a suitable channel of distribution is one of the most important decisions in marketing of products because a channel affects co the time and cost of distribution as well as the volume of sales.
The factors re affecting the choice of distribution channels may be classified as ef follows; in 1. Product considerations: The nature and type of product have an important bearing on the choice of distribution channels. The main nl characteristics of a product are; lo a. Unit value: Products of low unit value and common use are generally l sold through middlemen as they cannot bear the cost of direct selling.
Perishability: Perishable products like vegetables, fruits and bakery w items have relatively short channels as they cannot bear repeated handling. Bulk and weight: Heavy and bulky products are distributed directly to minimize handling costs.
Examples are coal, bricks, stones etc. Technical nature: Products that require demonstration, installation and after sales services are often sold directly. The producer appoints sales engineers to sell and service industrial equipment. Product line: A firm producing a wide range of products may find it economical to set up its own retail outlets. Market considerations: The nature and type of consumers is an important consideration in the choice of a channel of distribution.
Consumer of industrial market: The purpose of buying has an important influence on the channel. Goods purchased for industrial or commercial use are usually sold directly or through agents.
This is because industrial users buy in large quantity and the producer can easily establish a direct contact with them. Number and location of buyers: When the number of potential customers is small or the market is geographically located in a limited m area, direct selling is easier and economical. Size and frequency of order: Direct selling is convenient and co economical in case of large and infrequent orders. When articles are e. Customer expectation like desire for one-stop shopping, need for personal attachment, preference for self service etc.
Company considerations: The nature, size and objective of the firm l play an important role in channel decisions. Financial resources: A large firm with sufficient funds can establish its own retail shops to sell directly to consumers. But a weak or small enterprise which cannot invest money in distribution has to depend on middlemen for the marketing of its products. Management: If the management of a firm has sufficient knowledge and experience of distribution, it may prefer direct selling.
Firms whose management lack marketing know-how have to depend on middlemen. Availability When desired types of middlemen are not available, a manufacturer may have to establish his own distribution network. Non- availability of middlemen may arise when they are handling competitive products as they do not like to handle more brands.
For instance, some wholesalers and retailers demand sole selling rights or a guarantee against fall in prices. Service: Use of middlemen is desirable when they provide financing, storage, promotion and after sales service. Costs: Choice of a channel should be made after comparing the costs of m distribution through alternative channels.
Types of markets; nl Consumer market; It is made up of individuals and households that lo purchase products for their own personal consumption. The resellers market; It consists of wholesalers, retailers, distributors, and dealers etc. The government market; It consists of government departments and ministries that purchase products in order to offer government services.
Approaches to selecting markets Undifferentiated Approach Total Market Approach It uses single marketing mix for the entire market. All consumers have similar needs for a specific kind of product Homogeneous market. Examples co include staple foods, sugar, salt and farm produce. It was popular e. It is not so popular now due to competition, improved marketing research re capabilities and total production and marketing costs can be reduced by ef segmentation.
An organization must be able to develop and maintain a in single marketing mix for all its customers. Market segmentation Differentiated approach nl Individuals with diverse product needs have heterogeneous needs.
There are two market segmentation strategies: Concentration strategy It involves approaching and concentrating in one market segment with one marketing mix strategy. Multi-segment strategy Two or more segments are sought with a marketing mix strategy for each segment. This approach combines the best attributes of undifferentiated and concentrated marketing. Buyers of a product can be said to be tall, short or of medium height. To be useful, market segments should have the following characteristics; Measurable; The size, purchasing power and characteristics of the market should be measurable.
Substantial; The segment should be large and profitable enough to serve. Accessible; The segment should be effectively reached and served. Differentiable; The segment should be distinguishable. Actionable; Effective programs can be formulated for attracting and serving the segments.
The company can operate in all but pay attention to local variations. The basis for segmentation is location. Each branch or group of retail outlets could be given mutually exclusive nl areas to serve. The supermarket chain can then make more effective lo use of target marketing to cover the market available.
The obvious l advantage to customers is ease of accessibility of retail outlets. Research has shown that one of the major reasons w why customers choose particular stores in which to shop is convenience w of access. Consumer wants and usage rates are often associated with demographic variables hence they are the most popular bases for distinguishing customer groups.
Demographic variables are also easier to measure. It involves dividing buyers into different groups based on personality and life style. For instance some are tradition- oriented while others are sports or religious oriented. Marketers can endow their products with a brand personality that corresponds to a target consumer personality.
Tommy Hilfiger for instance suggests a co personality that is youthful and exciting. Lifestyle segmentation deals with the person as opposed to the product and attempts to discover the particular lifestyle patterns of customers. Lifestyle refers to distinctive ways of living adopted by in particular communities or subsections of society.
Lifestyle involves combining a number of behavioural factors, such as motivation, nl personality and culture.
Effective use in marketing depends on accurate lo description, and the numbers of people following a particular lifestyle l must be quantified. Then marketers can assign and target products and.
Lifestyle can be w generalized in terms of four categories as follows; w Upwardly mobile, ambitious: these individuals seek a better and more w affluent lifestyle, principally through better paid and more interesting work, and a higher material standard of living. A customer with such a lifestyle will be prepared to try new products. Traditional and sociable; here, compliance and conformity to group norms brings social approval and reassurance to the individual.
This lifestyle links status, income and security. Products that are well established and familiar inspire more confidence than new products, which will be avoided. They seek instant gratification and little thought is given to the future. This may be on co regular occasions e.
Some may seek safety, speed, economy, performance etc. Each of these requires a different marketing strategy. The heavy users may be a small percentage of the l market but account for a high percentage of total consumption.
The different stages can help the marketer in designing the appropriate marketing program for people at different stages.
Products in this category include housing, furniture, clothing, cars, food, and leisure activities. Segmentation variables for Business markets Business markets can be segmented with some of the same variables used in consumer markets. Major variables are; a Demographic m -Type of industry i.
Multi-variable segmentation Single variable—achieved by using only one variable to segment a market e. The question to ask is; will additional variables help improve the firms marketing mix strategy? Benefits of market segmentation Apart from improved contribution to profits, other benefits from successful market segmentation include the following: 1 The organization may be able to identify new marketing opportunities, because it will have a better understanding of customer needs in each segment, with the possibility of spotting further sub- groups.
For example, small business counsellors can be employed by m banks to deal effectively with small firms and a computer consultancy can have specialist sales staff for say shops, manufacturers, service co industries and local authorities. This builds competency and establishes e. This optimizes return ef on investment. Advantages accrued function. All modern marketing relies on responsiveness to the consumer.
When this is improved, benefits flow. Market targeting After a firm has identified its market segment opportunities, it must decide which ones to target. Market targeting is the selection of a set of buyers sharing common needs or characteristics that the company decides to serve.
The approach is popular among firms that make industrial goods. It may also enjoy operating economies through specializing its production, distribution and promotion. A company can do this by covering nl a whole market in two broad ways: lo Undifferentiated marketing; in this approach the firm ignores segment l differences and goes after the market with one offer. The company. Factors that determine choice between differentiated and undifferentiated marketing Company resources; when resources are limited, concentrated marketing is more sensible.
Product variability; undifferentiated marketing is more suitable with uniform products but differentiated marketing is more suited with products with varying design such as vehicles. Market variability; if most buyers have the same tastes, buy the same amounts and have other similar characteristics react in the same way to marketing effort , then undifferentiated marketing makes more sense. Market positioning Consumers organize products into categories i.
A marketer should therefore plan a position that gives the greatest nl advantage to a product in its target market. Steps in market positioning 1 Identifying competitive advantages 2 Selecting the right competitive advantage 3 Effectively communicating the chosen position The steps are explained below; 1 Identifying competitive advantages.
This can be achieved through various forms of differentiation. Service differentiation; delivery, installation, repair, etc i. This is common in the w service industry. It may aggressively promote only one or a combination of benefits to the target market.
A competitive advantage on which the company bases its differentiation should have the following characteristics; -Important; the difference should deliver an important benefit to target buyers.
The company must deliver and communicate the desired position to target consumers through the marketing mix.
Hence a firm that desires to position on high quality must produce high quality products, charge a m high price, distribute through high class dealers and advertise in high quality media.
It does not call for haphazard activities that are undertaken without much planning. This is through providing customers with what they want, at the right price and quality. This is to enable a business to develop and market its products or ef brands more successfully.
It helps to identify the best possible means through which the product can be passed on to the consumers effectively. The firm will be able to evaluate its acceptance and that of its product in the market. This is to prevent unnecessary production of goods that will not be bought and to enable the firm develop strategies that will make it and its products popular amongst the customers.
Marketing research is therefore a vehicle or a means through which information on present and potential customers, their reactions to present and prospective marketing mixes, the changing character of the m external environment and degree to which existing marketing programs are achieving their goals. Marketing research functions include; 1. Market identification; This function stresses the need to identify places re where and people who have the potential to consume a product.
Market size; Market research enables a marketer to find out the size of a market. The marketer is able to gauge the market potential through nl research. Market share; The marketer will be able to compare the consumers l using his products with those using those of his competitors.
Market segmentation; This is the division of the whole market into w distinct different groups. Marketing research enables effective market w segmentation as details about the market and sectors for segmentation w can be identified. Market trends; Research can help in identifying the current trends favoured by the market with a view of making the firm adopt these trends.
It helps in assessing and enhancing the effectiveness of sales management strategy. Elements of marketing research These are the areas covered in marketing research. Market research; It involves investigating the size and nature of the m market, segmenting the consumers in terms of age, sex, and income , market trends, market share and potential markets. Sales research; This relates to the issues of regional variation in sales, e.
Product research; It investigates the strengths and weaknesses of an ef existing product in the market and product testing problems relating to in diversification and innovation. Packaging research; This is part of product research. It is however nl isolated from product research by emphasizing on the most appropriate lo and appealing package colour and design. Advertising research; This studies the preparation of the advertisement copy, media used media research and the measurement of advertising w effectiveness.
Business economics research; This investigates problems relating to w input-output analysis, forecasting, prices and profit analysis. Export market research; This investigates the export potential of the product. Types of Research 1. Quantitative research; This is where techniques and sample sizes used lead to the collection of data that can be statistically analyzed and whose results can be expressed numerically.
Qualitative research; Deals with information that cannot be quantified, i. Ad hoc research; Refers to situations where the identified research problem leads to a specific information requirement, e. Continuous research; Is on a permanent, on-going basis where information is collected on the problem, e.
Characteristics of a Good Marketing Research m 1 It should be relevant i. A hospital wants to know whether people in its service area have a positive attitude toward the hospital and its services. A college wants to determine what kind of image it has among high school counsellors. A political organization wants to find out what voters think of the candidates.
Effective marketing research involves five major steps; 1. Developing the research plan, 3. Collecting the information, 4. Analyzing the information, 5. Presenting the findings, conclusions and recommendations to decision makers. The Marketing research Defining the developing the collecting the analyzing the presenting the Problem and research plan information information findings. Management would like to offer some new service that will give it a nl competitive advantage.
Toward this end, a few managers convened in a lo brainstorming session and generated a number of ideas revolving l around better food service, in-flight entertainment, newspaper and. In other major airlines which offer in- w flight telephone services thirty thousand feet and plus above the earth, w it is conceivable that in such a brainstorming session, a manager came w up with the idea of offering such a service. The other managers got excited about this service and agreed that it should be researched further.
The marketing manager who had suggested the idea volunteered to do some preliminary research. He contacted a major telecommunications company to find out the cost of providing this service on a Jumbo jet flying from say, Europe to Africa. The Telecommunications Company said that the service would cost the airline about Kshs 60, a flight.
Step 1; Defining the problem and research objectives. The first step in research calls for the marketing manager and marketing researcher to define the problem carefully and agree on the research objectives. Unless the problem is well defined, the cost of information gathering may exceed the value of the findings. Management must weigh between defining the problem too broadly and defining it too narrowly. The marketing manager and the researcher agreed to define the problem as follows: Will offering an in- m flight phone service, create enough incremental preference and profit for KQ to justify its cost against other possible investments that Kenya co Airways might make?
Then they agreed on the following research e. What are the main reasons why airline passengers might place phone re calls while flying instead of after landing? What kinds of passengers would be the most likely to make phone calls in during a flight?
How many passengers on a typical long-distance B flight are likely nl to make phone calls, and how will this number be affected by price. How many extra passengers might choose the KQ flight because of this.
Three types of research projects can be distinguished. Some research is exploratory — that is to gather preliminary data to shed light on the real nature of the problem and possibly suggest some hypotheses or new ideas. Some research is descriptive — that is to describe certain magnitudes, such as how many people would make an in-flight call at Shs 1, a call. The marketing manager needs a cost estimate of the research plan before approving it.
Designing a research requires decisions on the data sources, research approaches, research instruments, sampling plan and contact methods. Data sources: The research plan calls for gathering secondary data, primary data, or both. Secondary data consists of information that already exists somewhere, having been collected for other purposes. Primary data m consists of original information gathered for the specific purpose at hand. Researchers usually start investigation by examining secondary data to see whether their problem can partly or wholly be solved without re collecting costly primary data.
Other commercial research houses like the Research International sell data to willing buyers. Similar information can also be obtained from the Audit Bureau of Circulation, the Auditor General, etc.
The airline publishes in its annual report data concerning the number of passengers carried in any one year. In addition, information could be sourced from the IATA. Similarly, various travel agents would provide data on the type of tickets they have sold on behalf of the airline. The interviewer focuses the group discussion on important issues.
The interview is best suited for examining new product concepts, advertising themes and investigating the criteria underlying purchase decisions. Its purpose is to capture the cause-and-effect relationship by eliminating the competing explanations of the observed findings.
It calls for selecting matched groups of subjects, subjecting them to different m treatments, controlling non-essential variables and checking whether co observed response differences are statistically significant. An experiment is a type of investigation used to determine whether and e.
A detailed marketing research syllabus as prescribed by various Universities and colleges in India are as under. You can download the syllabus in marketing research pdf form. Introduction to marketing Research — marketing research as a tool of Management — relevance of marketing research in the Indian Context.
Basic concepts — Scientific method — Types of Research — basic method of collection data — Secondary Data — The Marketing research process — planning the research project. UNIT V Data collection and the field force — tabulation of collected data — analysis techniques — research report presentations.
Market research is defined as the process of evaluating the feasibility of a new product or service, through research conducted directly with potential consumers. To date there is hardly any empirical evidence in academic literature that branding, particularly brand promotion and brand image perception, plays any significant role in the performance of small-sized agribusiness, especially those in the Sub-Saharan SSA region.
This study was triggered by the need to fill this vacuum. Employing a contemporary research technique, specifically the Consistent Partial Least Square Structural Equation Modeling denoted as PLSc , the study found that both brand promotion and brand image perception are instrumental for enhancing the organizational performance of small agribusinesses.
In sum, the findings lend empirical support to the extant literature on brand promotion and brand image perception as precursors to the performance of firms regardless of a its size and business location. The implications of study, limitation and futu This research aims to identify and analyze 1 marketing aspect seen from internal and external environment faced by MSME in Southeast This research aims to identify and analyze 1 marketing aspect seen from internal and external environment faced by MSME in Southeast Sulawesi Province, 2 problems faced by MSME making it to be not developed and 3 formulation of appropriate marketing strategy for MSME development.
It obtains mean of IFE by 2. Web based booking has turned out to be increasingly well known strategy to offer travel items and is broadly acknowledged in created nations. Despite the fact that this idea has been presented in Vietnam for as far back as couple of Despite the fact that this idea has been presented in Vietnam for as far back as couple of years, there are half of air tickets is sold online right now.
There are different inquires about led concentrating on the elements impacting individuals goal to receive internet booking. Be that as it may, there are very few looks into concentrate on the expectation to attempt web based booking. This aim to attempt is essential since individuals prefer to attempt in the first place, at that point they will assess their trial encounter, thus, embrace or reject web based booking innovation.
In this way, this exploration stresses on discovering factors that impact individuals aim to attempt web based booking. Then again, there is a critical number of web clients have changed to cell phones and tablets as their real web association gadgets.
Therefore, this Este trabajo propone ilustrar las investigaciones desarrolladas por la becaria D. Maria Sol Sierra junto con el Prof. Federico Del Giorgio Solfa y el Prof. Federico Ernesto Lagunas, en caracter de director y codirector Federico Ernesto Lagunas, en caracter de director y codirector respectivamente.
Los mencionados estudios, se realizaron en el marco de las Becas de Estudio y Perfeccionamiento de la Comision de Investigaciones Cientificas de la provincia de Buenos Aires y el proyecto de tesis en ejecucion del Doctorado en Arte Contemporaneo Latinoamericano de la Universidad Nacional de La Plata. Los tres trabajos estan contextualizados en la Provincia de Buenos Aires desde el a la actualidad. Inicialmente se estudiaron los procesos de diseno y desarrollo de nuevos productos y su relacion con el marketing, analizandose las distintas escalas empresariales y demostrandose que coexisten metodologias diversas.
La investigacion, primeramente propuso relevar dos enfoques: desde el marketing concebido como un tipo de administracion y el Este trabajo se propone estudiar estrategias de desarrollo local en Argentina, haciendo foco en el diseno industrial, el marketing y el emprendedorismo. Para tal fin, se analizan antecedentes con este enfoque y se suma el estudio de tres Para tal fin, se analizan antecedentes con este enfoque y se suma el estudio de tres planes estrategicos de nivel nacional y provincial que se encuentran en vigencia.
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