Stellar Marketing Points from Experts

Distribution Strategy

  1. “A plan created by the management of a manufacturing business that specifies how the firm intends to transfer its products to intermediaries, retailers and end consumers. Larger companies involved in making products will usually also put together a detailed production distribution strategy to guide its entry into its intended market.” Read more
  2. “source of production, such as the factory, to the place where the customer can buy it.”[1]
    1. Distribution Network:
      1. “A distribution network is established by answering the questions of who, what, when, where, and how in terms of getting products to their end point.
        1. …who is responsible for sending and receiving the product and who will transport it.
        2. ….what products are transported to which outlets and whether there are different distribution strategies for different product lines.
        3. …when items will be sent from the production site…
        4. …where they will be sent, and what work the marketing department will do to prepare for different outlets.
        5. …finally, the distribution coordinators…arrange the best way for the network to operate.”
          1. Local Access
            1. Brick and Mortar sites
              1. Factory to shop; traditional
              2. Must pick up the item; physical
            2. Remote Access
              1. Catalogs, online stores
                1. Convenience, at home purchasing, ordering
              2. Minimizing expenses from local access
  1. Marketing Communication
    1. Coordinated promotional messages delivered through one or more channels such as print, radio, television, direct mail, and personal selling. Read more
      1. Objectives:[2]
        1. “To Create a brand awareness or, in other words, to inform your target audience about your brand.”
          1. …communication channels, such as direct mail, radio, television advertising, environmental advertising (billboards, bus stop signage, and vehicle wraps)
        2. “To define a fulfilling need for your product or service, or to persuade them to use your product or service.”
        3. “Encourage action from your target audience, or, in other words, to remind them through various marketing channels about your product or services.”
          1. ….reminded (target audience) often about your product…
        4. Promotional Strategy
          1. The choice of a target market and formulation of the most appropriate promotion mix to influence it. Read more
            1. Objectives:[3]
              1. “…create a marketing campaign that emphasizes the quality and value of your products.”
              2. “…create buzz by blanketing the local airwaves, print space, and other advertising mediums with your name, logo, and products…[;] Increased awareness…”
              3. “…create a campaign that makes consumers feel themselves, your company, and the decision to buy your products.”
              4. “…emphasizes warranties, testimonials, endorsements, and other positive reinforcement devices can not only make the buying decision easier…”
              5. “…people respond to deadlines. Marketing strategies designed around the idea of limited supplies, temporary price reductions, or other mechanisms that create a sense of urgency….”
  1. Revenue Management
    1. “Revenue Management is the application of disciplined analytics that predict consumer behaviour at the micro-market level and optimize product availability and price to maximize revenue The primary aim of Revenue Management is selling the right product to the right customer at the right time for the right price and with the right pack. The essence of this discipline is in understanding customers’ perception of product value and accurately aligning product prices, placement and availability with each customer segment.”[4]
      1. Objectives:[5]
        1. maximizing Profits by maximizing the Revenue.
        2. predict the future sales and to define the optimal price.
        3. use the historical data and using formulas, predict the future demand and even manage on-line reservations. (rev. Mgmt. softwares)
          1. Examples:
            1. different prices for different seasons, day of week, and other factors.
            2. Happy Hour, Late Night Menu

[1] Factors, Distribution Strat.

[2] Marketing Comm. Explained

[3] Gaebler, Examples of Mkt. Strategies

[4] Wiki. Rev. Mgmt

[5] Hubpages Managing Rev.

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About A Foreign Sojourn

I am a Joe of many trades including professional cook, avid reader and ambitious adventurer-check out my latest photos and peruse my blogs for a sampling in regards to the worlds of eating and worldly adventures!
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