Business Operations: Staffing, Distribution, and Marketing

Staffing Needs and Characteristics

Required Personnel: Needs, Features, Work Structure, and Salary

Cantidad de personal requerido y sus características, cómo trabajar, sueldo

• Study CV and decide.
• Application of selection techniques.
• Personal interview.
• Reference cross-check.

Commercial Distribution and Utility Types

Definition of commercial distribution and the three types of utility.

• Time utility
• Place utility
• Possession utility

Producer's Main Decisions

¿Cuáles son las principales decisiones del productor?

• Selection of a distribution system.
• Selection of the appropriate distribution channels.
• Selection of the appropriate centers.
• Selection of the ideal products and brands.
• Making joint promotions with the distribution channels.
• Price and discount policies with the distributor.

Distributor's Main Decisions

What are the main distributor's decisions?

• Physical location of the sales points.
• Decision on the variety and the range path.
• Location of the product range.
• Decisions on the launching of own brands.
• Setting prices and ways of payments.
• Warehouse management.
• Choice of promotional actions.
• Communication with the end user.

Wholesaler Definition and Functions

What is a wholesaler and its main functions?

• Goods transport.
• Credit to customers.
• Risk assumption.

Sales Point Animation

Animation of the sales point. Types.

External:

Internal

Market Coverage Strategies

• Intensive
• Selective
• Exclusive:

Push and Pull Strategies

What are pull and push strategies?

Push: manufacturer → wholesaler → retailers → consumer.

Pull: consumer → retailers → wholesalers → manufacturer.

Marketing Plan Stages

2. What are the stages of the marketing plan?

¿Cuáles son los pasos de un plan de marketing?

• Situation analysis: External (Non-controllable) – Internal (Controllable)
• Setting Objectives
• Strategy selection: set
• Programming:
• Execution control:
• Forecasts

DAFO Analysis

¿Qué es el análisis DAFO?

• Strengths
• Weaknesses
• Opportunities
• Threats

Objective Characteristics

What are the characteristics of the objectives?

• Quantifiable
• Measurable
• Realistic regarding their consecution
• Assigned to specific responsible people.

Types of Customer Relationship

Types of customer relationship.

• Basic Reactive
• Full up
• Proactive
• Associative

Benefits of High-Quality Service

Benefits to be gained through high-quality service.

• Improving fidelity
• Improving market share
• Marketing savings
• Fewer complaints

Customer Service Evaluation Factors

Factors the customer takes into account when evaluating the service received.

Factores que el consumidor tiene en cuenta cuando evalúa el servicio recibido

• Tangibility
• Reliability
• Responsibility
• Empathy
• Assurance

BCG Model of Customer Expectations

The Boston Consulting Group model on the hierarchy of customer expectations.

• Level 1: High level of response
• Level 2: Speed in service
• Level 3: Customization of the service
• Level 4: Customer anticipation