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Business Administration 162 - Principles of Marketing - Cardona

Business Administration 162 is a principles of Marketing class intended for students of business administration or business owners interested in mastering the art of branding

Review and Understand Your Assignment

At this point you have completed parts 1-5 of your assignment including marketing environment analysis, objectives, a target market, customers and markets, global marketing and digital marketing, pricing your product, your brand, and your services decisions. In this step, you will focus on distribution and supply chain management.

Read each prompt in part 6 and make sure you understand what is being asked. Contact Prof. Cardona with any questions via Canvas. Note these basic ideas for this part of the assignment:

  • Marketing to consumer via direct or intermediate means
  • Kinds of distribution to use
  • Warehousing options
  • Inventory control
  • Retailers based on customer preferences

Use Census Builder for Retail and Warehouse Counts

Looking to see how many retailers for a certain industry are in your area compared to your demographic? Use the Census Business Builder to map business by location. Open the Census Business Builder and:

  1. Select your location by zip code, city, county, or state
  2. In the upper left corner, select your industry. For example, if I want to distribute my product to nail salons, I would use NAICS 812113.
  3. For the first variable on the right upper part of the page, select Business (Annual) then Secondary Category should be Employers.
  4. For data variables, select All Employer establishments (Total). This is the count of industry specific business in your location.
  5. Under Secondary Variable, choose a segment of your consumer demographic. For example, if you are targeting women in that area, under Secondary Variable, select Consumer/Residents then Percent female.

Supply Chains and Inventory

To effectively transport for your product you need to consider cost, speed, dependability, accessibility, capacity, and frequency. Use these resources to find more information about supply chains using keywords like:

  • Your NAICS or industry name. For example, nail salons or NAICS 812113

AND

  • supply chain management
  • logistics
  • distribution planning
  • material requirements planning
  • inventory control
  • inventory management

ABI Inform search box with NAICS code and supply chain keyword

Finding Suppliers

Search these resources for supplier websites and contact information. Remember your keywords:

  • 3PL
  • fulfillment
  • inventory management
  • logistics 
  • warehouse services
  • e-commerce

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