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Basic Concept: Placement

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Marketing no Universo Digital

Universidade de Illinois em Urbana-ChampaignUniversidade de Illinois em Urbana-Champaign

4.7 (5,633 classificações) | 240K alunos inscritos

Curso 1 de 7 no Marketing digitalMarketing Digital Programa de cursos integrados

This course examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 150,000 Learners and is rated by Class Central as one of the Top 50 MOOCs of All Time (https://www.class-central.com/report/top-moocs/). This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

Visualizar o programa do curso

Habilidades que você aprenderá

Marketing, Digital Marketing, Marketing Mix, Pricing Strategies

Avaliações

4.7 (5,633 classificações)

5 stars
4,143 ratings
4 stars
1,194 ratings
3 stars
193 ratings
2 stars
42 ratings
1 star
61 ratings

TT

Jan 20, 2019

The course is amazing and has all the latest trends in Digital Marketing included. Thing I am missing is the presentation of the more traditional marketing methods as Email Marketing in more detail.

OA

May 31, 2019

A really useful course, which contains new information about 3D Printing, and some new strategies for digital marketing. If you are new to digital marketing, I advise you to start with this course.

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.

Basic Concept: Placement8:08

Digital Marketing IQ: Placement3:09

Ministrado por

Aric Rindfleisch
John M. Jones Professor of Marketing

Transcrição

[ 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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