Apple Inc. and Mary Kay Cosmetics
P29 Q1 1. The advertising channel for Mary Kay cosmetics is known as a direct promoting channel. The corporate consumer a gross sales pressure of over 1000000 Unbiased Magnificence Consultants world wide. These consultants aren't staff of Mary Kay Company; they purchase cosmetics from the corporate at a wholesale worth and promote to end-users at a retail worth. They keep private relationships with their end-user customers and ship product to them after it's ordered; it's a high-service buying relationship from the buyer’s viewpoint.
Consultants thus act as each distributors and retailers. a. To what extent does an Unbiased Magnificence Guide take part within the eight common advertising flows? b. How may these flows be shifted, both among the many members now within the channel or to completely different businesses or establishments not presently included? What do you suppose can be the implications of such shifts? (take into consideration how cosmetics are bought via malls or via drugstore chains, for instance. ) c. Inside every of those distribution methods, specify the buyer’s function from a flow-absorption perspective.
Distinction this with the buyer’s function when shopping for cosmetics from a division retailer or a drugstore chain. P64 Q1,2,three 2. For every of the three eventualities under, categorize the demand for bulk-breaking spatial comfort, ready/ supply time, and assortment/ selection as excessive, medium, or low. In every case, clarify your solutions. a. A girl in an emerging-market nation of Southeast Asia needs to purchase some cosmetics for herself. She has by no means carried out so earlier than and isn't completely positive of the events on which she's going to put on the cosmetics. She doesn't stay close to an enormous metropolis.
She is simply too poor to personal a automobile however has a bit of additional cash for a small luxurious. b. A producer makes use of a specific industrial chemical in one in every of its large-scale manufacturing processes and wishes to purchase extra of the chemical. The remainder of the uncooked supplies for its plant operations are delivered in a just-in-time vogue. c. Earlier than you go to sure components of the world, you're required to get a yellow fever vaccine. Many vacationers let this slip till the final minute, forgetting that it's advisable (or avoiding an disagreeable shot so long as attainable).
However they undoubtedly understand they want the shot, and they don't wish to need to cancel their journey on the final minute as a result of they didn't get it. They usually discover themselves making an extended journey to a reginal medical middle as a result of trhey didn't plan forward. three. For the three eventualities in Query 1, describe a advertising channel that may meet the goal end-user’s calls for for service outputs. four. Describe three completely different shopping for conditions with which you're acquainted and the SODs of the patrons in each. Do you suppose the SODs being equipped are near these being demanded?
Why or why not? P. 103 This fall 5. Clarify how the buying traits for the next shopper and industrial items have an effect on the channels for them: CONSUMER GOODS INDUSTRIAL GOODS Bread Laser printer toner cartridges Breakfast cereal Uranium for nuclear energy crops Girls’s hosiery Cement Fridges Medical equipment(e. g. , ultrasound machines) P. 150 Q5 6. Apple, as a pc firm, has struggles over time with the assortment drawback. Firm-owned Apple shops provided solely Apple computer systems.
Though administration preferred having management of the assortment, clients needed side-by-side comparisons with different manufacturers, finally driving Apple to shut a lot of its personal shops. Apple additionally has had problem influencing how unbiased pc retailers inventory and show its merchandise. Apple is now utilizing the success of its music downloading methods (iPod and variations) to compose bigger assortments-and is reopening company-owned shops. Is that this a good suggestion? What, if something, would you advocate to Apple as a substitute technique to enhance its merchandise’ protection and gross sales?
P192(four) 7. A producer is within the behavior of providing liberal cost phrases to distributors: They'll pay anytime inside 45days of receipt of the merchandise. The producer presently has a band line of credit score to cowl accounts receivable and pays an rate of interest (prime+1%) on the stability on mortgage from the financial institution. One of many producer’s key distributors gives to pay for shipments by instant financial institution funds switch upon receipt of merchandise if the producer will cut back the worth by 1%. Does this provide shut a niche?
In that case, what kind (demand facet, provide facet, what move)? P238 Q6 eight. You're the proprietor/supervisor of an auto dealership in Germany promoting the Audi line. Your dealership is unique to Audi; you might have invested closely to construct the dealership; and your contract is such that, in the event you determine to promote your dealership, Audi has the correct to approve or disapprove any purchaser you may discover. What's the stability of energy in your relationship? What kind of working relationship are you prone to have together with your provider? What might your provider do to make sure you don't grow to be alienated?