PRAT) Frat oss 1 1 Marketing mix (Chapter overview [11.1 The marketing mixEB sting mic ‘chau dag, guy, lay, terres tease of ave Cee Bang & Olen, Appel Place the way the prod arse. ete prt ‘hop where ecole an tay oe aero soe ght rege emeverhe meting ix an be emt ola fee 1 People A wean, senor, ple eae «+ Physical environment Th inte ocr ek the Doing business in Africa Cache cre in understand meting Uigue ‘ita consumers (losing the as Saino, toe eg 60 em than teach ay), Bd prote way cae is hie th gol Unevecested heel va plow ti Frc concep for ext eling eal chs of Sete ce eqund pon exanaon whe apogee af ft soigy othr tr i scene wh Alcs Questions 1 Explain wo fests of he Aen mae a fbeene eateing niieregens ba — 11.2 The role of the customer (the 4 Cs) Acct ay of sing te mating nt one tf the poapce ete ete Thrown athe xp 1 Cor =how ch does the product come cere (ee) prosice ec) ‘Cito saison what beefs desi of How does Ime une oe sale aims probe? Croc Ways in which customer relations can be improved naskeing. Tis ass You oe 1 ioe tthe expats re tag ech @ enna fol ae for money “Toon up ae ses so hat cares nkand whetherroving canes eon thle inset in tn r,t nd ening a qu pod hat 11.3 Product owes ulnyrm whl faced Ge tahing Sevag acc to how peopl se ike 4 Mheagiente fextures sles spe be pate ‘sek acs guste, seals soning uy ever the 2 probe Sons busines buy pisoeopis computes om opus hac can sais em eee Product differentiation and unique selling point (USP) ‘ne poss peru fae diferente the 11.4 Product life cycle “The pe pth for ros can be de no ve ages Fou 112 Pe pote oo The five stages of the product life cycle 1 The research and development stage meemmriereiet tan creme sb need dog tt pod. Thi ie ne of igh ere tive and money tat can be used vpn the development haze. wHED scting ric ‘Gltnough sian changes, such athe se of hte ich tcl a a ee goen, 2 The introduction (launch) stage fuente yea atl eer acy ch a “heya honed ater pres ave bee roti an, teed athe ne pls promo as oe ely igh Coe el coer nae he rc, ert cm tess cso See ae {te a heavy cons tcned in dong oP xml, tire pal py ang om one cr ange ‘nr mee eyo rea i ening prove, 3 The growth stage te pi became kn ed acd ue lt ecto ck te tty ey me eet ‘edhe wing to ok nT shoul begin ene pte ri ge, vee carch tous Dorcas os ah shbeg fm Scots hep comet tating ufo et eines ad 4 The maturity and saturation stage 1a prod, the owt fs ows dow, {ca wang machines sod weeios ae cient ther wy sage) The mayan rye ome ses. Tee plexi Sd egestas ‘what oo ar wie posi for example, Sod ns Be 5 Decline the tarp aa of shops de pie bs been rede 0 Remerter hat the shape of the product He de wl any sl wel or ete fe week or orth an then fae, for ‘age a sucess ln, Ot proc mys wa or ea sich a5 appar Using the product life cycle pa aeppeereperrereninen Extending sales in the product life cycle ce gy fim ny ype the es of pred gage ect pug extension stesteien Meise do ie might forcxample dnempoo produc sway ats yu to wash tn i rad wh hi ly egforexample, esd & Shoulders hampoo was seen by Teac inept =a product apponch ibe many ge, 1 hespig te product lose wound a sypermste nd Ge procucs wi sted Xena Y ol 2 The are ‘tsdcing romana fies — sno echniqu en sey er 0 een ses fom ling ate | See” |e Lee fester gue 1 0 Sees ‘The segnay wa xpd oreo the say weed ie fhe form fect weil adr on Tae egy ‘er emelupto res an tor). overs whenthe [renert lr no nf naugh tbe wed ae od ‘isco oad foun tat oa few mia pepe ‘er spy le fro ve award a ck 09, Ot ial del rtng cote by sings an fp. Ona newer enon rsp cena ho ae we ransom tb way pepe wk ple an et Sep ed apie prot se Made be A We mah ale fer {ston Peonal Prana fer inde, deh rare nd aro ei ler mgr nergy eso epic 0450 ie erga. We conte csr red tnelamssomen forts reign peal ‘ensorton lors thet clas cretion “Suey epanonstel commit onan a sea fnrc of maby many ety, fio, igen, mp Questions 1 Eula no ben the Sogwy. 6 ‘igh cunge a # moves fm be cton a he [pow pie of he pod eye fo ———) 109iD aicog nic Extension: product life cycle and capacity utilisation The capac oS ee tthe num aut an { cpt equipment snd techosiogy- Capacity wlietion Cente wih he arcu enld prone Forex 2 cies becase rue ae beng wate athe ee te el level of ler bce il tie he apy ne sete mops habyvediig te co pe fm One er had he man unas low cet, {Ste pry my tv ge eco ene wo the frst cit Ga es conten oy agh © tke sre at the new her ev of xp ud Extension: product life cycle and cash flow 1 thet be agave Thi is bece cath hao be pert se Ben wha th ni unc ss claret the rome ps, the ch ow se bee pte. This beaut by ts sage, he should bese ned res cuh flow nay begin tt never wl ey Sales inthe dedi hse cash Dow Wa op << ___ ‘Onroad ssh ne 12 The value of the product life cycle model ‘herd mh poly fv be adel re abe vont tape ey oe lisp my be pata arf ak whet be ioe Toy chen ie son ceria some fe a le doy haere in?wee She lange teen band and roghbaetn ps se ‘en kl ely be daria epet wh age = edt tea salt dps only becomes lea ier on. Unease Product portfolio analysis uy Types of product in the Boston Matrix th cen Boson Mati pres easier S z ) i ) i oo 1 W;C . Oo naan pi prea et Sihenanecror «cas cows ate rc tate a igh ese but Ace etry po vy i be ‘Suns, cane he thro ache machines {ibe ux que bg Durr actly yowng very a Sean be wed oes eer ots tc hence e sun), Tees gh dee of "cited with here pros bene You canner be re ‘xcepsons when a product takes of quick). Ee rome helo mainain cosas averse ana lncete Ganson te make. ‘ccefly reper pote and energy ai The value of the Boston Matrix “he Boon atic roves pb fe pst of al of fro ocean oi oe et Ta a mBED vein i ean appopte ef rod) ean lp 2 bus 0 be more elecve by proving an over e0e manage a0 (ofunce te development of gueion mate ands ea og pods my bes ol poco se ie ‘Se pods may be vee ino tent pon 1 can coms may be mikes rie nde. Quen na ey be prc GE Crocs eo orn n Boke Cold 8 ine confoabl bs se, ‘aon seve ss {i Goes Sse uni espe a malas cng he company's propery crea en, rit, ares oad ove: rs owe ee oct wa [velo profesional re an receonl sies, The eat Cees products sd vay webu ten etre Questions 1 Bala vo fences of ce ht you old se when peomating the proce 6 ther 30 ye J our anew ‘ou red to beable tw dss the luo pot Me (de model ang edit port anaes Hew an wee Iselbe eed martng? tore to make sie you cn so frome unen sage oe ise Juicy a ent en or 9 proc? teers ard don unsere pert: The st | ako har tg wt tert pes oft pode Gee ov end be alt mate cares ach Fo wenterd te He ce of pect orhenr tore he toi of peace of bse \eeree 14.5. Pricing ‘he pce of pdr an ate inns on pp roast ndeen prang rtegin Geng he pe it peta cre of sce mating bree tl cee How price affects purchasing decisions The pce of rade ee a teens to gh compared wba bent be pet Jee yaa in ping ae shar he eenssh Bh Alay shows how mich he pce an (ence demand "The ssw hrf len play lac oa he rcs econ Hower the renin mpone of ie ty vay aestcng he pod andthe prs keonsences Por cramp te pags cypee ech oer {fe cheng tire pe fr pool, Weare ay chose fe eaper a. We ae uae we bela pear Uandof peel When bugs eign omeve we do fo oa for he hepa Sealy when big aes Sd shoe maybe wing py more oan we we hn. (Se brand fies is ‘en you mated o chown he cheapest pace en be ha empresa ok ow compte the eeamucnr ir fr mate pons ora. The tice (Een i, lr es ad lest epion designe ‘eimai aco kzow whichis cay he bes da, ‘ypmstgoact ——Contlereting eu Fastjet ‘The asp on-cost med dope by Sr Ses Hoenn {th wth proved > socoaid Bape now growing a ‘tie eb reoey sae up Eas, which wil fy fot Dar Shain Tanna fr paw mating at 3200 Tannin ‘ings (2 ~ pesto tgape ges tod ne jet hopes a Kenyan sd Up dian simi ego ei hry nd pon aan Te bso ae merged wth FY, in at aa happen a ee gw bt provides XA 80 Inga and Gao a wear ent Asc ‘Ail pe for svaton event, wi age tances Setoen iy npr oad and alias Howe, 2 rey clas High Aan sins, Ya may aes ved fm gn European ange by fey euler. “he Chet Eeceve fate al hat tng a in Ace ‘inreiy da abe moment ai ou putin abe ‘eres pepe wl at Tete io ing vel peop aco ren dea ol Bie Questions 1 pan wo coe tit may have te demand fo ‘elim Alc unl @ oll 2 Discs the fats that ay deerme te sucs of Fase ‘0 Factors determining the price of a product ‘he peo pro wl depend onthe folowing ang of The type of product Demand for some pestis ear sive to pce ae ‘ns When you soln uy anew mieware or ‘compl, you se ely took one goo hep Soci seer model, You may een gota coupe fda utes compre wht thay Tis pe of prodae cal £ stoping god because yu shop ond fd good del “ee pods at er seve pr ietenen 0 pet ‘ter pads known spy Bes These ce high petornance cs and uy washes Castanea ely emi nce by ate dengn ans bandages Tee rods ae ee weve oceans Dect ye 99 ‘St. ty ed wo tiger pce The cost of producing a unit tough nthe sort erm fe may sean He ato fe eles Ina maa lang rm s prosoc m Fenty aye haven genres prof The mest pce (ete pene ante cope nt Some orion (ch 1S unc and rps no po ing ann ok Pinte setor ve © make engtera pa sri, Te The ability of customers to pay 1 economy dng well aid csoner Reve Neh oe sxe fling canceess maybe more scrlive tothe pce and look fara beer del or wa before puresnp hs may day sy pe nrc by Sr. The demand for a product ‘Thee of neta and demi ora produc wi a af {he pe tt scan charge: Haley compas won ‘ene ha ries the too aye wen ty Ko ts bres when Seman wlower intern ine 18Hod vcng ic The sensitivity of demand to price changes “Te seni demand to pee menue ye pce ls of camand Ge page 119. Dene for some pds Icey sense othe pe people shop aoa fe the bet competitors eae ye foun cng ae ciety ene men op oper pn iar hop ae aye Pricing points Sere se in to have ven nas of rod ie ese pin i oe are ete topo atom ft fhe mae peng co the and nage nd ober the mss mathe ad some scouted tes a @ Smoothies = Invest se tbr ae ne oe Cpe Tp as wh pets pero oud ae th SS Sn Seno given untyped 2 ree pod va Question ———————) The firm's objectives The pie charged bye lb intend bye ebocvs, ‘expects sell 20000 ucks, 1 mas make 81.50 proe er (Greinke bem) tay be wing ose tater The stage in the product life cycle “he pice a roduc ly Be ng a ere sages te posi ile pie For exile, when te pane The rest of the marketing mix "hes bed coeumer ro Gch a Ne aie ee coca lll esperar compara owen prot, ‘hme ate heey Facts een ence te pice proce ad ceting te pe comps Sesion rts ce ellen y sing then pce forthe at anaes on ge for nape, wheter a ceeVertu Ti Vv 2013 pried at move han £14000 (shou £24000), The Vet Tis # sanuncised, sapphie cysal-arenad Sedo nanghne tancade snd sted ty ange caonan 2 tenet highend phone by the Bah emp, fometypa of Nok, he wa i i en 202 when nei negpal rear cea win acho TMF oe ag Sich apie ctl sceon alyssa po td tines avocger than other sa ° {i he adds 4247 serve including Vers Crain, which hepsi iad wht one, Questions sewer, ‘a Derr acts wa wo ave nce he pce ‘slot new Yer a. {nts Tow enc pce ig hep do hs enerton pn Issa bef fhe st pie ena (ne eo nat ames pce wl gree + Pre shaman le sae wes gh peo era ‘be eager to uy anew product. Ooce sles fm this group oF pice sense Ga ts pce ely 2 hat pe et ich then fs ane apy a Yet eo er + Compete peng sme i ete pce ie lerthes epee orderly andes, The hn Lina Pus cin fs nee knowing onder 1 Pe taklng = peter ae hi acne te pice uch donate i mre Asal inet ei ‘eer forester heve caer the pow byte ~ . Pen gig Pe stinming aca whan Me re ——BED eareting mix tothe bon pce sc when eng 2 sep "You ned tourdestand the any erent factors that on ‘nunc th ce of roduc, ath feet pein Steg anaes used Disness, Yuna oe le todazu the lacoste eerie eon pein) Tamale abuses more fcivebusneses ned 0 Inet pce th eae comers el at iy ae reenvig excelen va rman Te pre mt be Fevewed end dharged eae condi an eer 11.6 Price elasticity of demand row Wil als alert changes te pe, inca ‘hanger the eng of te ong bean, or ‘ample pce sal he pce ct by 10 prev, wk ‘aco sac pr loco rae byes) in pce A buses can change ts pee, but before i dos 0, irl wants iow the pose pac te demand for neal be concep ot tos eanein e, nen testy cen) —___ Why does the price elasticity of demand matter? thonfore, vee Te #iperar or emake in forex fim planing pce wl wa xin ow che se ey nae Tis ow he nes oe air nero op wou overine © meet ders Ths buses wi ao want ‘ose wheter te pce were ey i he pce i ea oie pt, ors An vertanding of pe Calculating the price elasticity of demand rae in qzay demanied Demand i bey ne’ the a of be oe ‘tangs in pice bangs about « mace an 1 pe cent change sun comand “The rave of 2 shows that for every 1 per ceo change fn ce, the qa Senor ange Oy? perce Ley ce down quai ema eS pec Sa Demande ado be ice alan ie au fhe pe in demand of ey 5 ps cet, wl ave apie easy of The motive sign shows hata pie goes owe, vay emanded tse, fey move apport decors) The 5 ch ethan 1) hour at every pe cen hag ‘This means that ean is not very senave to pice changesretina ary ero 1 The pes eli of denandis-08 whathuppenso| ‘ae the pce ness 20 pra 2 There easier of demand 5-3 Whe happens sales Ie pee reas 20 pr at What determines the value of the price elasticity of demand? ty tone _ tnt Ft ier pee —_— coiget Siveer faire 2 Feces te re aro sy of den wl be tee by «mbar of sich eal from one roto ance, demand is They coe usenet ie cng Ce ead lhe pce do when ing a enya 116 Price sansa ‘Secs eros om eerie. Co os hopes at rely ew conc wl wach rade even re tinngpoier Gor example ect coany,he ‘ink orth neunnce company). Ti maybe bra ey ‘ph clang agua sp 0 any ahamape x competion They aio have ore ine to expos hops. Tis mes entnd at becone mre pe seve Ge mere pce 1s The ype of prodet When tying conerene protic, {ts nto cncerond abou pice Beta for ha pe of Fc (le mor pce ca): ir beesun cumne spend “The proporon ofincome spenton the pode Ifyou {as hosing) hen ven percentage chage wil lave +more ‘even fal Jovy be oe pe sire, wSORES Tet i at romeo do whut Inigo at fi sla 1000 ui tol eense Eniaas However demand eon cman pl key 3% 10000 B00. Behe ee eneoene PENG pe li tan demand x port gen az” fn mn he me tal oman CE ea a Sui i te ocho acter el compat Demend £2) per cn p ine cass aah oo oy ‘or pari band ithe Ly be mar pice eee ne se an desand forthe te pod ces Price elasticity, total revenue and profits A price cut and price elastic ‘Api ls demand mess at he gael eounge nea le er care hay er in esas demand Table 13 Summa ee yan ems 1 demo fora prod pace a, ans ca nee pie dereen [rina ie smemi cng the pre. Aout ams ies foe each | Pde dead [Av ces | Sean Spa none eenrtesstctne many [rine Yinwmeciomss foes mnae mag ts fim sls 10000 nit $3 oa reveave 135 x 0 ~ $5000 Ihe pce ect to ae! les po 35000 he new sl even il be 4 150 0000 8 Percent rect incre sles by $0 and eee ‘Phir his crete in even ao ans a eee of depend what happens th ats we the fen ‘odo an ses oe for ep Fm a nce ‘pac ey ine sii ase epee stow ts ening move, pf ay a Oe et hed, reeves mee then oe, poe wa ae A price cut and price inelastic demand {Gena fora pout price neat, he even wl tn be pce iso Th because tence see ag e004 to crpent fr he ft ech fen sng felon gett» fm set 0009 une $5; tl evens is 5% 1000 $0000 1 he pce at 4a ms oe "© 1100 te new a ene il te #4 1100 «Soe ‘820 pe en price teats ale by ey 10 por eat sad ‘evene fale Jn dis vation, wen demand i pce nt he sins sel mio yt op atop wo xe | ‘ome eis fact at i crgog more peo mons Cn ds 86 Gtr a Sea ‘Sorell nore wil ese, (om dette nee OPO apenasQuestions Mpawsc cen TSAR NRES ORS The pce day of emand 02, 2 Dace plcanc of ie Sngs io e 1.4 | te pice 5200 an es S00 ts Te pr neres feces mame. ta | byiOpecat | when emsone has actly sped the cence | endeaut rom te cher sis ts wot arng ey each. Sf bos our wating = penal ern ns ‘Bat the reat change he qany deme se gar cumenose nameerumeworenr, | Problems with-the price va = vebts.} elasticity of demand concept demand a any omen an exis Gu wl rer Ka cli hom nave demand pre wl You ly FRE ccaltenng © Se dh wil alse pro eaeny of dean. New prot, coveige and eatin othe mark which prices ae changed compeito® makeing carspaigs wal al ales the mand for Teena rep ay of emu fora pr chang Or wae ovr ple ommend? so vsfond be hacnarongs wheres epic hie meyer ta pte cl pec cee et SE itd ion yao nro perc ange ty nel Be ‘rural pce ches on seal ower wee Mer" lg tan wi expt ng ee san oo longue Thueyay elec the ser ann nes fom te os manage cron fr since Se bale tog voles tne wae en ef spots oom sea en 0 nsw sl er erage a re pee fees dy fel coe apc ecto Questions ono one cam eRe cere © Price discrimination atone (i) Yow emetic ht ean ont ree _ cm Yann way ny pape mt pt EY—Whatis prometion? — am. Sith, ena sy teween Spon and pan sd Gps ly tobe ples nese: en verine Price bce people ave o ett and om work thee {ines tania snes stay isan pe to ncense even. estes fay Say be ee pce rot go al To ie enue hae ines sine sey decent poe “he ek ta ou py dif 1 tear ne fy, for example, ees ay be aes 1 dent ope gop, for example lamers on he bos 11.7 Promotion methods A bins tan comnts bens i prac ‘npeeoce of te prcsoal mx marge ‘tas sine coments wit canes a ‘ors stan (eg tel ham about aefston 0 the + bemuade te Cop higtng your pedutsbeneis Product in the at place. The promotional mix ‘The promediona ix refer the combat of mayen the wey wih te bn ommencing i atm lhe the efecinenes fe rs cig Advertising ‘Noten ned a2 opie este bu bod lay. “hee eof une, any feat ea sable In She eget up aod i Mee, ely onl ch ‘sfoeer onc cin be sea th he ate of the roa Nera prod sic cma eae Pages, The duly with averting hat iy cone se boabardd by ifr acters ands et aes ‘rough to your mage poop tat hy aca pay aon st coeur nreaing all the neath an vee the ttccveress of sone avers. Adverts teelere fave tink carly about mbar eeges to dine, wat en 0 ‘ier bean 30 we that ales in 2006 os by 225 per cetecive aveing geste custo ost feces Sales promotions Si psi te tn te (Gite noo, Sis pomedo my be wed asa mea (Feoccing sein the so em When uring 8 fromesna cpa fn conde neo pere busines! = Personal selling feof so nts way, Say, he ae of product such ‘Srboccne, fe a pe righ a oes tout work though fe eal the manure omg ‘les teams compe vey aggessvetin petit prods ‘layed in te be way og promotor ihe a Public relations (PR) feed out parla crge sb fm ross ‘Wheres th advenng you pa oa ae tbe nn tos migh cle pes rie othe med, aig Corer coast rein reat promos eur "peop iss conn fom of pe eons i {49 alo) tw hat for ase yo fom 216 Richard Branson and the Virgin brand Ie wow ae base ed 16 bling de eA Teming oily founded Wi ars maior od company “Tuber Bl, eco in Vig i cord i = Onfoiie bm sod ened in 1973, wars bel When punk eck ame sen, gin eget Sex Psa, ve ho er vecord emp eed noc thn, Ts pone oe busines. ince the, the Vig Band has been expanded int ai osc mor snp ashe bl ry rt buses He ad eke weg tral es wih uel de, wh Das, Ps ‘es and Nek es 985, Se Reb! a en New 1 nn cn Noe bat op Bongo ‘els Chanel an apis vse omc he eit nies Vii the Besos es Ve cee Questions 1 Baan wo ey faces of te Vig ba 8 nl exter pour es. a ——_y ryEb sting nic Direct mail ‘Wih cea sphisted bce infomation, the can Branding sme ets bean ver importa yung & ran, Ssneares hop rake comers oa Ts my Bow tent cane nr fr te by ating demand pce Se more lng oy hem oatomer ean s band they Incelngy ne ponte yas teenth banda the ‘loge For amp 210 Toyo edna clon of tom due be problem wih aged ke companys epoxy, ‘Arad ana ee othe hg Ounan ponareyaniceanepoertiente | (crv ete are ~~ { Best global brands © Questions 1 Chose on of ands Tle 3 and ean wt ou ‘enka theta ale (le what der heed aoe 2 Disvat the bees baton of ng og aod ———_—_——$§ ‘Merchandising Marland so ies he aroun ets eo Poste nwa leg rch pam pure ply POP, faa CG (Swatch Figure 1.98 sian oates| ‘Questions 1 Eoin what iment by een 6 2 Djs the oni eon yf eh Sach ‘opener thet an es, oo ne) ‘eumple, pesonal selingcbvousy ute abou nterive and‘eho of prnion [aranages [Susans | a resoycha |" oy Bes erence [Sen |¢ ches Cainer” | Sorte heh Fear s reciren Red Bull ido combat mental and phys! aig. The makeing fh pots haste ighy sees ne numberof ns promeonal tiods Fer expe > Selec arene Gren are key mare ar ge ee 11.7 Promotion methods ‘a etrcunie sich stranded enor an POP eps ‘Pores (Fight day in German, a competion where enzants ons emches aff 3001 One) np in howerae Questions 1 Belin th esos wy tases gr coos to sporsocane ‘coral pone Exp your econ) —j Choosing the promotional mix Dishonest cnn of pment 0 Shouse! oe hail cote Fn weal se aes ‘Spetcatoms deme te pedo ne accep ish tiny got buys pode: Sty compan radon noos tol honcho cess cen sere ‘Bees foe The ae ‘samc os csc nea, Slama sabe eed kane {cet hey tbe much mre ec tam ay 22 tate + Te mengegentir bdo eo act wih oa ety tg eg a (Grote cnr leon adeno aay be ‘sy onloal newness ne [nthe pouedomlol dete indwoeas ryHi v2rctog ic wo undertand the rent metge eye cannes et ses You do redo undatod fe dent lens ofthe {uae manor wef commune yD | rere efve orsone prac “omsee ts preaton move eect, busier might bar ‘Acastaners nabs change, emt might edo he ees (Swell sting wo rre were cern) Above the line and below the line promotion aes ote pontiac ich ae is Types of packaging nea hanme ronnie ot Home contempt TES pone he pea forctaple sic 1m 11.8 Channels of distribution (place) the cwmcrip ft pane fe te pce othe cone the podicerfr erp, De Computes spp some o ets ch Wil, wh ae he al tage in he + olen. These bay roduc ia bulk fom produces {od sal bese oo ets, who ten sel et ed Sines ewan ne ye ge Tedsiuton owt vac peat acd eg he | reson OD ae fan ee) IO) preter to conser vita eter ptrhe baton arty wl cones fom pod 0 Frode i tbe eof mk newrpper a chemin OF anaheim sun w genet ae wie» ton hey ord them to be enact In ene o G0 85 fiodoce net gettham devted 0 cevan sre wre {otc the. Alhogh nh the gon of cline shopping Note exasv (or pean) prods, sich Rolex ‘ive ta some ces, the ance ow he oe 2 Products ha are sald athe busneucs (Le business 2o- oer mang) ther ta he eal costumer se call Producer ainda goods (ater an cone gon. Choosing a distribution channel ns Te Sac eer of contol i poke 8 cy the way cred ev to cope nd ester tae cy orony vaso ales 1 Cone ty be cher ol prod! da be Steer Ifthe prt goer tog vis rede, Sl of wher 28 o ha om pot arn be el pe ‘al tay be ihe an fe bused Son ‘urome; they have eut ther own coos ening them to Seer bene) an provides wore convenes ere aly om bane oe al bss: ‘Coon the i buon camel a por ad en undeerrnecd) pr fthe marge ena hate Getting the right distribution outlet ore the dos be svaaby off od hanging ome, ‘he sore ipl al ese a ipesion sp inne our view fa produc. This pata poan fo TF producer of such produc a sling Cah ses inate anya ee’) tere eng ed te wy the enign ores every ge ad te paced 0 of Om: ‘he males chenper forthe opay fo llr age name cf ping pce. 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