TAILIEUCHUNG - Ebook Marketing an introduction: Part 2

Part 2 book “Marketing an introduction” has contents: Marketing channels and supply chain management, retailing and wholesaling, communicating customer value - advertising, sales promotion and public relations, marketing in the digital age, and other contents. | CHAPTER 10 MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT AFTER STUDYING THIS CHAPTER, YOU SHOULD BE ABLE TO ● explain why companies use distribution channels and discuss the functions these channels perform ● discuss how channel members interact and how they organise to perform the work of the channel ● identify the major channel alternatives open to a company ● explain how companies select, motivate and evaluate channel members ● discuss the nature and importance of marketing logistics and integrated supply chain management 332 02/07/15 5:17 pm THE WAY AHEAD Previewing the concepts We now arrive at the third marketing mix tool – distribution. Firms rarely work alone in creating value for customers and building profitable customer relationships. Instead, most are only a single link in a larger supply chain and distribution channel. As such, an individual firm’s success depends not only on how well it performs, but also on how well its entire distribution channel competes with competitors’ channels. To be good at customer relationship management, a company must also be good at partner relationship management. The first part of this chapter explores the nature of distribution channels and the marketer’s channel design and management decisions. We then examine physical distribution – or logistics – an area that is growing dramatically in importance and sophistication. In the next chapter, we’ll look more closely at two major channel intermediaries – retailers and wholesalers. To get us started, we’ll take a close look at a mediumsized Spanish paint company, Pinturas Fierro, which has had to solve quite a few distribution and logistical issues as it has grown and entered international markets. Good management of the distribution system has been a key component in enabling this family firm to survive and thrive for over 70 years. Read on and see why. CHAPTER CONTENTS Supply chains

• Marketing - Bán hàng
• Marketing an introduction
• Marketing channels
• Supply chain management
• Communicating customer value
• Public relations
• Marketing in the digital age
• The global marketplace
• Principles of marketing
• Introduction to Marketing
• Goal of marketing
• Definition of Marketing
• The Marketing Functions
• The Marketing Concept
• Marketing: An introduction
• Marketing management
• Defining marketing
• The marketing process
• Customer value driven marketing strategy
• Business buyer behavior
• Marketing strategy
• Build customer relationships
• The marketing environment
• Managing marketing information
• Branding strategy
• Engaging customers
• Extending marketing
• Sustainable marketing
• Build customer engagement
• Analyzing the marketing environment
• Marketing environment
• Introduction to business
• Business systems
• Environment of business
• Business enterprise
• Business essentials
• Marketing processes
• Consumer behavior
• Target marketing
• Marketing research
• Lecture Introduction to Business
• Bài giảng Nhập môn kinh doanh
• Business introduction
• Potential customers
• Planning for marketing
• Marketing oriented stage
• Bài giảng English for marketing
• English for marketing
• Tiếng Anh chuyên ngành Marketing
• Marketing introduction
• Classification of products
• Relationship marketing
• Transactional marketing
• Basic Marketing
• Lecture Basic Marketing
• Marketing opportunities
• Strategic market planning
• Integrated marketing communications
• Strategic distribution
• Lecture English for marketing
• Marketing information
• Consumer behaviour
• Lecture Principles of Marketing
• Bài giảng Nguyên lý Marketing
• Introduction of Marketing
• Marketing mix 4P’s
• Delivering customer value
• Sales promotion
• Gain customer insights
• Managing the product life cycle
• Mobile marketing
• Social media
• Entrepreneurial characteristics
• Business plan
• Marketing components
• Marketing mix
• Market segmentation
• Market targeting
• Decision support system
• Categories of market research
• kinh doanh
• marketing
• nhập môn marketing
• chiến lược marketing
• Marketing CommunicationsA
• Integrated Marketing
• IMC and Branding
• Coordinated Marketing
• Basic Elements
• Promotional Mix
• Certificate in Business Management
• Ebook Certificate in Business Management
• Production function
• Marketing function
• Human resources function
• Business mediator
• Business trip
• Economic democracy
• Electronic business
• Government ownership
• Travel marketing
• Tourism economics
• Airline product
• Understanding customer needs