Este curso analisa de que forma as ferramentas digitais tais como a Internet, smartphones e a impressão 3D estão revolucionando o mundo do marketing, ao transferir o poder de pressão das empresas para os consumidores. O Marketing em um Mundo Digital é um dos cursos mais procurados no Coursera e já atraiu mais de 100.000 alunos. De acordo com o website Central.com, este curso é também o que possui a qualificação mais alta dentre os cursos online de negócios do mundo. A NC Magazine classificou este curso como um dos "10 mais bem atualizados cursos online para profissionais em 2015". Este curso é parte do iMBA oferecido pela Universidade de Illinois, um MBA flexível e totalmente credenciado, tendo um custo incrivelmente competitivo. Para mais informações, consulte a página de recursos deste curso ou o site onlinemba.illinois.edu .
Basic Concept: Placement
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Do curso por University of Illinois at Urbana-Champaign
Marketing no Universo Digital
4345 ratings
University of Illinois at Urbana-Champaign
4345 ratings
Curso 1 de 7 em Specialization Marketing digitalMarketing Digital
Na lição
Digital Tools for Effectively Distributing Your Products
How are products being placed and distributed in our digital world? In this module, you learn how new digital tools are dramatically altering the distribution of products and revolutionizing the retail landscape.
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Aric RindfleischJohn M. Jones Professor of Marketing
Department of Business Administration
[ Music ]
>> Hi. Let's continue our discussion of the marketing mix.
The third P is placement.
This aspect of the marketing mix focuses
on making a product conveniently accessible
to potential customers.
For most products, placement involves the physical movement
of a product for manufacturer through a series
of marketing channel intermediaries ending typically
with an independent retailer.
The retailer then provides a number of important functions,
such as displaying the product upon the shelves
and educating its staff about the product's features
so they can help sell it to potential customers.
Coke is a great example of a firm
that has effectively employed this aspect
of the marketing mix.
Coke distributes its product, essentially its formula,
to a network of over 250 bottling partners
around the globe.
These distributors mix the coke formula with water, bottle it,
then ship these bottles or cans to a collection of warehouses,
which in turn distribute this product
to over 16 million retailers around the world
across more than 180 countries.
These retailers include, not only grocery stores,
but also convenience stores, restaurants, movie theaters,
and even vending machines.
Indeed it is almost impossible to walk into a store
in most parts of the world and not be able
to buy a bottle of Coke.
That's good placement.
Now let's discuss a few key concepts
about the placement part of the marketing mix.
Placement has a number of key concepts,
including inventory management, logistics,
and salesforce management.
In this module we'll focus on two fundamental concepts,
distribution and retailing.
First let's discuss distribution.
The distribution channel used
by most firms is typically outsourced to a series
of independent firms, such as an importer,
a wholesaler, and a retailer.
For example take a look
at the distribution channel for imported flowers.
As you can see the distribution process is often lengthy
and requires substantial resources in terms of both time
and money to properly manage.
Each member of this channel is typically independent
from the other members, thus each participant is trying
to maximum their revenues and minimize their cost.
As a result, conflicts
and misunderstandings among channel members often arise.
So in order to properly manage this channel,
a manufacturer needs to carefully select
and closely monitor each of his channel partners.
This is a difficult and costly endeavor and typically drives
up the price of its products.
Now let's take a look at retail.
The retailer is typically the final step
in the distribution chain.
Selecting the number and type
of retailers is an important decision
because it affects the number and type of customers
that a firm can acquire for its products.
For example, firms that produce luxury goods
such as Louie Vuitton, employ intensive strategy
by making their products available at only a small,
exclusive set of retailers.
In contrast, lower priced consumer goods
such as toothpaste and shampoo typically employ a more
extensive placement strategy by making their products available
as many different retailers as possible.
Retailers also vary considerably in terms
of degree of customer service.
Some retailers such as convenience stores are largely
self-service operations where customers locate
and select products with nearly no assistance from the retailer.
In contrast, full-service retailers
such as high-end department stores take a more active role
in assessing a customer's needs and locating the right product
to satisfy those needs.
Now let's talk about what's changing.
With a few exceptions such as Dell Computers,
most physical products are sold for an extensive network
of distributors and retailers.
These firms play important functions
by helping get this product in the hands of customers.
However these functions are not free.
Typically a manufacturer only receives about 60-70%
of a product's final retail price.
Thus, traditional product placement is an expensive
proposition for both firms and consumers.
This traditional approach is starting to break down due
to the rise of digital tools.
Most firms are supplementing
or even bypassing physical retailers
by making their products directly available
at either an online retailer, such as Amazon.com,
or on their own website.
This trend has been going on for some time
and online sales are growing rapidly.
In 2014 there was nearly $300 billion spent
on e commerce in the US alone.
Even products that we traditionally want to touch
or try out at the store, are now being sold online.
A great example of this is Casper,
which is a very innovative new firm
that sells mattresses exclusively online.
So the first time that a customer gets to try
out this mattress is after it's delivered in their home.
If a mattress can be sold online,
just about any product can bypass traditional
physical stores.
This growth of online retailing is probably not surprising
to most participants in this course.
However, what is probably surprising is the fact
that digital tools are not only capable
of replacing the retailer, but the entire distribution channel.
Today, even large online retailers, such as Amazon.com,
have to physically ship products
from the manufacturer to the customer.
However, newly emerging digital tools, such as 3D printers
and scanners, make it possible to eliminate the distributor
by allowing firms to ship a digital design rather
than a physical product.
A nice example of this is Nokia,
which recently uploaded the design for a case
for its Lumia Smartphone
on the digital file sharing website, thingiverse.com.
Anyone in the world can easily access this design and print it
out for free using affordable 3D desk top printer.
Thus, in this new digital marketing environment,
we are now moving from long distribution channels
that transport physical goods to short distribution channels
that transport digital goods.
In this module we'll discuss how new digital tools
such as 3D printers are starting
to change how products are being distributed.
I think you'll find the discussion quite fascinating
that would alter the way you think
about this aspect of the marketing mix.
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