ch 9 Flashcards
(26 cards)
supply chain
the total series of companies, exchanges, and transactions that produce goods and services and make them physically and commercially available to consumers
reverse supply chain
merchandise sometimes flows backward through supply chains from consumer to producer
marketing intermediaries
members of the supply chain including wholesalers and retailers
wholesalers
intermediaries whose primary function is to acquire goods from producers and the distribute those goods to retailers or occasionally to other wholesaler
retailers
intermediaries who buy merchandise from producers or wholesalers and then resell the merchandise to final consumers
indirect supply chain
use one or more marketing intermediaries to get products from the producer to the consumer
direct retail supply chain
producers sell directly to consumers
intensive product avail
maximum market coverage
selective product avail
eliminate all but a few in any single area
exclusive product avail
only one or few dealers in any given area
retailer reach
the ability of a retailer to attract consumers ina producers target market(s)
retailer image
each retailer brings to mind a different set of images and therefore expectations of the kinds of merchandise carrier, price and service levels, prestige, and in-store atmosphere.
mass merchandisers
very large retail stores that specialize in selling large volumes of merchandise at low prices
department stores
large stores that feature apparel and home furnishings but are usually much smaller than mass merchandisers
specialty stores
physically much smaller in space. narrow aand deep inventory
category killers
large retailers that specialize in a specific product category
push strategy
producer uses sales force and perhaps promotional incentives to convince wholesalers and retailers to carry the producers products
pull strategy
producer goes directly to the consumers usually by advertising and attempts to build demand for its brands
power
one partys ability to get another member to do something that it would not have done otherwise
coercive power
when companies threaten another supply chain memebr
reward power
where one supply chain member offers positive incentives to another member to gain compliance
relationship marketing
an orientation between seller and buyer that focuses on customer satisfaction loyalty and engagement built over the long term
discrete transactions
when two parties conduct business on a one time basis with no set expectations of future business
relational exchange
a long term view of their business interactions and the long term value they can provide to the brand
