MARKETING CHANNELS/PRICING STRATEGY

 

 
 
 

Description:

Covers formulation of channel objectives and strategies, along with appropriate tactics, policies, and practices.
Emphasizes factors to consider in the choice of channel intermediaries and elements involved in an effective physical
distribution system. Addresses marketing functions commonly assigned to or shared with intermediaries and issues
pertaining to inventory distribution and control, order processing, customer service, and establishment of
cost-effective transportation systems. Pricing strategy includes rationale for setting pricing for products at all points
in the product life cycle. Analysis of discount strategies. Particular emphasis is on a total system approach, viewed
from a managerial perspective with a practical business application. Prerequisite: BA 330.
 

Grading Policy

This course will demand active and continuous participation in classroom discussions and exercises. Your
participation is an important component of your final grade. Attendance is an important component of participation. If
you do not attend class you are unable to participate!
 

Performance Evaluation:

Test 1 100 points A 93-100% C 73-76.99%
Test 2 100 points A- 90-92.99% C- 70-72.99%
Test 3 100 points B+ 87-89.99% D+ 67-69.99%
Idea File 100 points B 83-86.99% D 63-66.99%
Oral Idea Files 30 points B- 80-82.99% D- 60-62.99%
Participation 50 points C+ 77-79.99% F <60%
 

Make-up exams must be arranged with the instructor in advance. Failure to do so will result in a 0 for that exam.

If you are in need of academic support because of a documented disability (whether for psychiatric, learning, mobility,
health related, or sensory) you may be eligible for academic accommodations through disability services for students.
Contact DSS at 552-6213, or schedule an appointment in person at the Access Center, Stevenson Union, lower level.

 

 

 

9/24/18 Introduction and course overview 10/31/18 R Ch 14-15 Evaluation and E-Channels

9/26/18 R Ch 1 Channels Concepts

11/5/18 R Ch 16-17 Direct Selling/Marketing & Services

10/1/18 R Ch 2-3 Participants and Environmentn 11/7/18 R Ch 18 International Channels

10/3/18 R Ch 4-5 Behavior and Strategy  11/12/18 Test 2 Ch 10-18

10/8/18 R Ch 6-7 Design and Selection  11/14/18 N&H Ch 1-2 Strategic Pricing & Costs

10/10/18 R Ch 8 Target Mkts 11/19/18 N&H Ch 3 Financial Analysis

10/15/18 R Ch 9 Motivating CM 11/21/18 Research Day (No Class)

10/17/18 Test 1 Ch 1-9 11/26/18 N&H Ch 4 Price Sensitivity

10/22/18 Research Day (no class) 11/28/18 N&H Ch 8,9 Negotiation & Segmented Pricing

 

10/24/18 R Ch 10-11 Product and Pricing

 

10/29/18 R Ch 12-13 Promotion and Logistics

 

12/5/18 Test 3 PRICING 1:00 – 3:00 PM

Wednesday

Guide to grading written materials:

Misspelled words – Each misspelled word AUTOMATICALLY reduces your grade by 20% for each occurrence.

Misused words (i.e. their vs. there) Each misused word AUTOMATICALLY reduces your grade by 20% for each occurrence. You must carefully proofread your work!!

Use of the phrase “in order to” shall be avoided. This overused phrase adds little and is to be omitted. Use of the the phrase AUTOMATICALLY reduces your grade by 10% for each occurrence.

Improper use of (or omission of) an apostrophe – 10% for every occurrence.

Subject-verb agreement – 10% for each occurrence of a mismatched subject and verb.

it, its, it’s, itself or ANY form of the word “it” is STRICTLY FORBIDDEN (unless quoting a reference), each

occurrence AUTOMATICALLY reduces your grade by 10% for each occurrence.

Guidelines for idea file:

 

Choose 10 topics from among the hundreds presented in our course material and prepare a one-page  idea for each. Each idea should summarize (summarize DOES NOT mean cut and paste the abstract – this would be plagiarism) the main points of the article along with your own opinion of the subject. The articles should be selected from the literature and appropriately annotated using a commonly accepted format such as MLA or APA. Articles should be closely related to a CHANNLE AND PRICE topic. Follow the sample provided EXACTLY. Each update will be graded separately as each is submitted. Students may only submit one written idea file per class session. In addition to the written idea files, each student will be required to share three of their ideas orally with the class over the course of the term. Students are limited to one oral idea per class session. These presentations will not be scheduled, but time will be allowed during each class session for discussion.

 

Sample item:

 

Idea Number 10

 

To: David .PH.

 

From: Joe Student

 

Subject: Exclusive Distribution

 

Article Summary:

Motorola announced plans to integrate distribution activities for component parts. The firm believes that exclusive distributors will allow for more focus and better market penetration. The exclusive arrangement will call for distributors to give up distribution activities for all Motorola competitors or face termination. Distributors claim that this action will severely limit growth and may not be healthy for business. Motorola indicates that to gain commitment this action is required.

 

 

 

My Opinion:

Motorola must be able to provide the same total sales volume as the previously non-exclusive channel arrangement. I feel that firms must balance the control acquired with exclusive arrangements with the responsibility to sell the maximum number of possible products. Firms that attempt exclusive distribution must also be aware of the legalities of such a move as governed by the FTC. Exclusive dealing that substantially lessens competition or creates monopolies may be illegal under the antitrust provisions of the Clayton Act. Some distributors may choose to leave the Motorola distribution network and sell for direct competitors causing Motorola two problems: replacing the distributors who leave AND replacing customers who are more loyal to the distributor than they are to Motorola.

 

Source: Daly, B. (2014). Motorola to use exclusive distributors for component parts Academy of Management

Journal 21 3, pp 32-35.

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