- Consumers can now comparison-shop like never before. To compare brands, features, and prices of products, go to one of these sites: http://www.pricegrabber.com, http://www.mysimon.com, or http://www.compare.net.http://www.bottomdollar.com
- At the National Retail Federation’s website, you’ll find current retail statistics, links to retailing resources, and information about retailing careers: http://www.nrf.com.
- The American Wholesale Marketers Association is an international trade organization for distributors of convenience products in the United States. Visit its website to browse the latest issue of Distribution Channels magazine and learn more about this field: http://www.awmanet.org.
- Stores magazine offers hundreds of ideas for putting together a successful retail strategy: http://www.stores.org.
- Freightworld offers detailed information on various modes of transportation and links to transportation companies: http://www.freightworld.com.
- For articles on supply-chain management along with information on the latest technology in the field, check out Supply Chain Management Review: http://scmr.com.
- A good site for the latest on interactive and internet marketing is ClickZ network, where you’ll find news, advice from experts, statistics, feature articles, and more: http://www.clickz.com.
- How can you find the right magazine in which to advertise? The Media Finder website has a searchable database of thousands of magazines: http://www.mediafinder.com.
- What should a media kit for the press include? 101 Public Relations provides the answer, along with other good information about getting publicity for your company: http://www.101publicrelations.com.
- Advertising Age magazine has a wealth of information about the latest in advertising, including videos and ratings of new ads: http://www.adage.com.
Chapter 12 End Page
Recap
This chapter continued to reveal the role of marketing, starting with a discussion of the distribution system and concluding with a look at traditional and nontraditional marketing channels. It explores how organizations use a distribution system to enhance the value of a product and examined the methods used to move products to locations where consumers wish to buy them. Distribution is also known as “place” in terms of the 5Ps, key components of the marketing mix. It is important to have an understanding of the members of a distribution system and to explore the role of wholesalers and retailers in delivering products to customers. In addition to understanding how the supply chain works to increase efficiency and customer satisfaction, marketers must also develop tactics for promotion, the last element of the marketing mix. Promotion is comprised of six parts, which include traditional advertising, sales promotion, personal selling, public relations, social media, and e-commerce.
Resources
Looking Ahead
Next week we will cover Using Technology to Manage Information.