|
|
This is only a preview of the paper
Click here to register and get the full text.
Existing members click here to login
|
|
|
... INTRODUCTION
A wine producer’s marketing channels - the interdependent organisations involved in the process of making wine produced available to the consumer - and its marketing logistics network or system of efficiently and effectively getting the products to the end-user are clearly linked and inter-related as this paper demonstrates.
These marketing concepts are fundamental to the efficient marketing of wine, however trends in the wine industry such as direct marketing via the internet, will increasingly change the nature of wine marketing channels and strategies adopted by marketers.
In discussing this topic, I have considered and arranged my paper under the following headings:
• Understanding the terms/concepts and the link
• Impact on the marketing of wine
- Participants in wine marketing channels and roles
- Use of multiple channels
• Critical Developments
- Key competitive factors in marketing/distribution
- Emerging channels/trends
- Transaction Costs
• Conclusions
The link between these marketing concepts is obvious – marketing channels are concerned with the range of interdependent organisations involved in bringing a product to the end customer while the marketing logistics network is the overall system for managing these ‘players’ in a coordinated and cost efficient manner. Marketing channels and the various intermediaries which make up these channels are managed through the process known as marketing logistics network management. ... UNDERSTANDING THE TERMS/CONCEPTS
The terms “Marketing Logistics Network” and “Marketing Channels” are best described by Kotler as follows:
• Marketing Logistics Network
“System of efficiently and effectively making and getting products and services to end-users.”
• Marketing Channels
“A set of interdependent organisations involved in the process of making a product or service available to users”
The nature of these concepts is further elaborated by Kotler as follows:
Marketing Logistics Network
• Logistics is essentially “the process of planning implementing and controlling the efficient and cost effective flow and storage of materials and finished goods…from point of origin to point of consumption.
Approximate Word count = 1395
Approximate Pages = 5.6
(250 words per page double spaced)
|
|
|
|
|
|