Chapter 11: Marketing and Distribution
Over the past 100 years, marketing has evolved from being
merely a part of production to a way of creating demand. Today,
marketing is even used to predict demand for a given item.
Market research has therefore become extremely important,
and marketers have become more sophisticated in responding
to that research. Many companies test consumer interest by
having special promotions of their goods, and most companies
choose wholesale and retail distribution patterns carefully.
This is the focus of Chapter 11.
Ps of Marketing
The chapter describes the elements of market research and
the different types of utility a product can have. The "four
Ps" of marketingproduct, price, place, and promotionare
examined. The chapter also explains the importance of product
identification, and it describes the types of promotion a
firm may use. The differences between wholesalers and retailers
and the roles they play in distribution are explained. The
chapter concludes with a discussion of two growing distribution
channelswholesale clubs and direct marketing.