marketing homework
bryansbb
project_5.pptxProject #5
Channel and Promotion Strategies
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Supply Chain Management
Supply Channels Marketing Channels
Logistics
Suppliers
Producers
Customers
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3
Coca-Cola USA
United Packers Cannery
Coca-Cola Bottling Company United, Inc.
Supermarkets
Convenience
Cold Drinks
Mass Merch.
Drug Stores
Safeway
BP, 7-11
Applebee’s
Wal-Mart
Walgreen’s
Coke Machines
Master’s Golf
Consumers
Pelton, Marketing Channels 2002
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Levels of Distribution Intensity
Intensive Distribution
Universal distribution typical of convenience products
Selective Distribution
Targeted distribution
Exclusive Distribution
Restricted distribution to reinforce image or provide enhanced service support
Information Level of
Search Service
Routine
Limited
Exclusive
Self
Limited
Full
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Integrated Marketing Communications (IMC) Elements
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Push vs. Pull Strategies
Push Strategy
Promo Demand
activities
Producer Channel Consumers
Demand
Pull Strategy
Promo activities
Producer Channel Consumers
Demand Demand
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