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In this fourth week, we discussed distribution channels, push and pull product
strategies, and marketing noise. This was an exciting week, full of learning.
Toys R Us is a big example of distribution channel; they distribute different types of toys
and baby products to their own stores, they are displayed there and then sold to
customers. Logistics and distribution channels work together and complement each
other. Toys R Us has an online store where customers can order the toy and then it is
delivered to their doorstep, or a near store. Distribution channels can vary but they will
always rely on logistics to deliver to physical location. This also ensures safe delivery of
goods. Geographical location is one of the most important factors that would decide my
selection of distribution channels. A nearby store will give zero or minimum delivery
time, minimum shipping cost, and guarantee claim problems. Purchasing from a distant
location will be heavier on my pocket as compared to purchasing from local or nearby
store. In addition, it will cost me extra if I claim the product if some fault comes.
Main difference is how product is given to customer. The push strategy, as the name
indicates, pushes the product to the customer. The pull strategy tries to pull the
customer towards the product. Similarities between them include their goal; both push
and pull strategies have the same target and that is to make sales
A perfume shop in any mall can serve as the best example for push strategy. We all
have noticed that some person is standing besides the perfume shop and sprays
perfume towards the people are passing by. The customer smells the product, stops to
check it out and the shopkeeper gets the sale. Christmas holiday shopping is the best
example of pull strategy. Every year, there is some hot toy or gadget that everyone
wants to have but is never available in huge quantities. The aggressive campaign pulls
everyone into excitement and people rush to the stores to get that toy. This happens
every year and people are pulled into shopping malls, serving as a great example of pull
strategy.
In the field of marketing, the term noise can be described as “…random and competing
messages that may interfere with the intended communication” (Kotler & Keller, 2009, p.
475). Advertisements competing with each other or campaigns that give out mixed
signals and hinder sales are counted as noise.
Effective communication is the key that ensures the message is being delivered clearly,
in spite of all the noise in the marketplace. Company should know what response it
would receive and this can only happen if it understands the target audience well. Core
components of the communication function include encoding, decoding, response and
feedback. Encoding of the message is a delicate job because every person will take it
differently as decoding abilities of different people are different. On the other hand, this
method can be very useful if the person encoding the message is an experienced one
and can convey the message in proper format.

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