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Video Title: Pet Food Express: Marketing: Distribution and Promotion Strategies

Run Time: 6:35

Classroom Application: Instructors will find this video useful in the study of distribution channels and promotion strategies. Pet Food Express serves as a good case study for this topic because in order to compete against larger chain stores it must supply all of its locations with safe and healthy pet foods and treats in an efficient, cost-effective manner. Using an appropriate promotional mix of traditional advertising, sales promotion, public relations, and personal selling also helps Pet Food Express to remain competitive. Providing students with such knowledge can help them to better understand the effects of distribution and promotion on a company’s success.

Synopsis

Pet Food Express is the eighth largest pet specialty retailer in the United States. This organization values its people, customers, and most of all animals. With 41 locations in the Bay Area of Oakland, California, Pet Food Express is able to position its products near customers. In addition to multiple convenient locations, Pet Food Express uses a mix of traditional advertising, sales promotion, public relations, and personal selling to increase the company’s sales. As a result, Pet Food Express has a loyal customer base and a reputation for putting animals first.

Discussion Questions

1. Describe the distribution strategy at Pet Food Express.

The distribution channel includes manufacturers, intermediaries, and customers. The general distribution strategy at Pet Food Express is to develop relationships direct with manufacturers and indirectly through intermediaries, such as wholesalers or distributors. They can add to the distribution process with location utility, as a result of having 41 retail locations in the Bay Area. This gets their product near the customer in convenient locations.

2. What differentiates Pet Food Express from other pet specialty retailers?

Pet Food Express focuses on providing great service and having employees with excellent product knowledge. They provide nutritional training and hold four manager meetings every month, as well as one new-hire training meeting each month. This training is an additional expense but it helps Pet Food Express to be known for their excellent product knowledge.

3. Describe the different aspects involved in the promotional mix used by Pet Food Express.

The promotional mix at Pet Food Express involves a combination of traditional advertising, sales promotions, public relations, and personal selling. Through their promotions, Pet Food Express wants to stress their commitment to animals. They take part in sponsoring pet adoption drives and donating to organizations that provide help to animals. This creates positive public relations for the company and helps to secure a loyal customer base.

Quiz

1. Which of the following activities was not mentioned in the video as being part of the promotional mix at Pet Food Express?

a. personal selling

b. writing for trade magazines

c. sales promotions

d. traditional advertising

Answer: b

Explanation: The promotional mix at Pet Food Express includes traditional advertising, sales promotion, public relations, and personal selling.

2. Pet Food Express has taken part in which of the following activities as part of their public relations campaign?

a. helping to raise money for bulletproof vests for police dogs in Oakland

b. sponsoring pet adoption drives in the Bay Area

c. generating funds for pet rescue organizations

d. all of the above

Answer: d

Explanation: Pet Food Express takes part in a number of public relations events that aid animals. These activities include sponsoring pet adoption drives, donating funds to local animal organizations, and helping to fund bulletproof vests for police dogs in the Oakland police force.

3. What are the four “P’s” of marketing?

a. product, price, place, and promotion

b. product, price, place, and people

c. product, people, promotion, and practice

d. promotion, people, product, and place

Answer: a

Explanation: The four “P’s” of marketing are product, price, place, and promotion. This video concentrates on place and promotion, as they relate to Pet Food Express.

4. Which of the following is not considered an intermediary in the distribution channel?

a. agents

b. retailers

c. manufacturers

d. wholesalers

Answer: c

Explanation: Intermediaries in the distribution channel include agents, brokers, wholesalers, distributors, and retailers. Intermediaries are in the middle of the distribution channel, between manufacturers and consumers.

5. Which of the following aspects makes Pet Food Express different from other pet specialty retailers?

a. distribution mix

b. employee product knowledge

c. promotional mix

d. none of the above

Answer: b

Explanation: Pet Food Express focuses on educating employees about nutritional information related to their products and ensuring that employees possess extensive product knowledge. They hold four manager meetings every month, as well as one new-hire training meeting each month. This training is an additional expense but it helps Pet Food Express to be recognized for excellent product knowledge.

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