The Marketing Mix: Distribution Channels (Place)
NEW YORK TOUR SERVICES—The Marketing Mix: Distribution Channels (Place) 2 PAGES
analyze the following sections:
How will your service be distributed (DISTRIBUTION, LOCATION & TIMING)?
Some relevant issues to consider relate to both where and when your service will be available to customers.
Where will it be located and why?
During what hours will customers be able to buy from you?
Will an agent be used?
How will customers be able to order your service?
Are there tangible elements associated with your service? If so how will they be distributed?
What are the VARIATIONS (in distribution) BY TARGET MARKET, if any? Use the customer segmentation analysis from first assignment as a basis for a table to describe any variations in distribution.
Make sure you use section headings for each of the Questions/Issues. At a minimum, use the CAPITALIZED BOLD words as main headings and non-capitalized bold words subheadings.
Write in a succinct, organized, and professional way. DO NOT USE ESSAY FORMAT.
Background
The Marketing Mix: Distribution Channels (Place)
Having developed an understanding of how consumers make purchase decisions, and how marketers analyze markets and select targets, we turn our attention in Modules 02-05 to how firms can win and retain customers and here in Module 03 we focus on one of the four elements of the Marketing Mix, Place, the way in which the product is made available to the customer. This raises a number of questions such as:
•What alternative ways are there for making a product available to customers?
•How do marketing managers make decisions about these alternatives?
BACKGROUND MATERIAL
Resources
1.The course designer has prepared background materials for each module that can be accessed through the presentations link at the top of each page.
2.An extensive glossary of marketing terms can be accessed at
Marketing Power Dictionary (2011). American Marketing Association.. Available March 7, 2013 at
http://www.marketingpower.com/_la
3.The following reference covers a range of marketing topics:
Marketing Made Simple. (n.d.). Available March 7, 2013 at
http://www.marketing-made-simple.com/
Module 3 Readings
Christ, P. (2011). Principles of Marketing. KnowThis.com.
Read the following chapters:
•Distribution Decisions
•Retailing
•Wholesaling
Available March 7, 2013 at http://www.knowthis.com/principles-of-marketing-tutorials/
Tanner J and Raymond MA, (2012) Principles of Marketing, 2nd ed., Lardbucket
Read Chapters 8 & 9
8. Using Marketing Channels to Create Value for Customers
9. Using Supply Chains to Create Value for Customers
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