Photo Essay Final Assessment for Introduction to Sociology
Instead of a traditional final exam, students are asked to demonstrate their newly discovered
sociological imagination by creating a photo essay.
Assignment Objectives:
To engage students with their own communities
To create practice in sociological observation
To demonstrate an understanding of sociological concepts, theories and ideas through
original photos and self-written annotated notes and reflective journaling
To experience field work and have fun!
Directions:
1. Students will spend some time visually exploring the social world and finding pictures
that capture a sociological image. (See example Power Point).
2. Students will create and submit a Power Point with 8 photos that have annotated captions.
3. Students will provide a coversheet on the first slide that includes their name, date and title
for their assignment.
4. On the additional 8 slides (one for each picture) students will include a picture taken
during their field work in their community. Under each photo students will describe the
sociological idea that they have captured by writing a short paragraph explaining the
sociological image. The students text should include the following information: 1) Note
when and where your original photo was taken 2) Compose several sentences (4-5
minimum) describing the sociological concept portrayed in the picture. Refer to your
course modules and any relevant reading to clarify your explanation. 3) Conclude by
stating (1-2 sentences minimum) why this photo/concept connects with you personally
and why it should be part of sociological study.
5. If you need assistance with developing a Power Point, please make an appointment with
our academic assistance center.
Materials:
Digital Camera
Computer access with Power Point capability
Grading Policy:
This assignment is worth 100 points. This final assessment is 20% of your overall grade for this
course.
This assignment was adapted from Kenneth H. Laundra, Ph.D., professor of Sociology at
Millikin University, Decatur, Illinois.
SHOW MORE…
Marketing article assignment
read the instruction carefully
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CHAPTER 3
The Environment
of Marketing
Channels
Part 1: Marketing Channel Systems
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The external environment five factors
The economic environment
The competitive environment
Types of competition
The sociocultural environment
The technological environment
The legal environment
Legal issues in channel management
2
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Objective
The External Environment 5 Factors
Consists of all external
uncontrollable factors within which
marketing channels exist
Affects channel members and nonmembers, such
as facilitating agencies
=
All channel participants
1
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The Environment
Environment
1. Economic
2. Sociocultural
3. Competitive
4. Technological
5. Legal
Producers
& Manufacturers
Intermediaries
Target Markets
Facilitating
agencies
Locus of
channel
management
Nonmember
participants
Member
participants
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Objective The Economic Environment
Recession Inflation
Deflation
2
Major
Economic
Forces
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Recession
Consumer
and/or
Corporate
spending
=
Channel
strategy:
Manufacturers provide channel member
support by financing high inventory costs
Reduced sales
volume
Reduced
profitability
Firms caught with
large inventories
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Inflation
Continued high spending
OR
Drop-offs in spending, fueling a
recession
Possible channel strategies:
1. Reduce manufacturers product mix from higher-
price to lower-price products
2. Reduce inventory burden on members with:
Streamlined product line
Faster order processing & delivery
Higher inventory turnover through
stronger promotional support
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Deflation
Prices
Challenge:
Pass cost-induced price increases through channel
when built-in cost pressures from labor contracts
were negotiated several years earlier
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Other Economic Factors
1. Real interest
rates
Demand
Costs
=
2. Strong U.S. Dollar
Difficult to sell
products through
channel members
U.S. products
less competitive
=
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Objective The Competitive Environment
Global in scope: No longer is it
realistic for domestic firms to
focus only on rivals within the
boundaries of their own country.
Global marketplace, global arena, global
competition; terms that describe todays
market.
3
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Objective Types of Competition
Horizontal
Intertype
Vertical
Channel System
4
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Horizontal Competition
M
W
R R
W
M
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Intertype Competition
M
W
R
M
W
R
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Vertical Competition
M
R
W
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Channel System Competition
M
M
M
M
M
M
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Objective The Sociocultural Environment
5
Influences wide variations
among
channel structures worldwide
Influences both national
and
international
marketing channels
Pervades all aspects of
a society
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Sociocultural Developments
Population Age
Patterns
Ethnic Mix
Educational Trends
Family or Household
Structure
U.S. pop. Becoming
both younger &
older
# of minority-owned
businesses
Levels = people
more demanding
Smaller & more varied
Role of Women # = changing
shopping needs
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Objective The Technological Environment
Help retailers & wholesalers closely monitor success or
failure of products they handle
Scanners & EDI
Computerized inventory management
& Portable computers
6
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The Technological Environment
EDI – Electronic
Data
Interchange
Links together channel
information systems
Provides real-time responses
Enhanced by Internet
= Enhanced
Distribution
Efficiency
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The Technological Environment
Accelerating
technology
Computer sales
People
Mobile
robots 3-D
modeling
Ultra-wideband
technology
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Objective The Legal Environment
The set of laws that impact marketing channels
Continually evolving
Affected by changing values, norms, politics,
& precedents
Knowledge of basics helps channel manager
avoid serious & costly legal problems
7
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Legislation Affecting Marketing
Channels
Sherman Antitrust Act
1890; Fundamental antimonopoly law
Public welfare best served through competition
Clayton Act
1914; Strengthen Sherman Antitrust Act
Prohibits specific practices among competing firms
Federal Trade Commission Act
1914; Established FTC
Power to investigate & enforce
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Legislation Affecting Marketing
Channels
Robinson-Patman Act
1936; Amendment to Clayton Act
Prohibits price discrimination
Allows price differentials to different customers
under specific circumstances
Celler-Kefauver Act
1950; Amendment to Clayton Act
Prohibits vertical mergers & acquisitions
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Objective Legal Issues in Channel
Management
Dual Distribution, or multi-channel distribution
Producer or manufacturer uses 2 or more different channel
structures for distributing the same product
Exclusive Dealing
Supplier requires its channel members to sell only its products or to
refrain from selling directly to competitive suppliers
Full-Line Forcing
Supplier requires channel members to carry a full-line of its
products in order to sell any particular products in suppliers line
8
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Legal Issues in Channel Management
Price Discrimination
Supplier sells at different prices to the same class of channel
members
Price Maintenance
Supplier dictates prices charged by channel members to their
customers
Refusal to Deal
Supplier has right to refuse to deal with whomever they want as
channel members
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Legal Issues in Channel Management
Resale Restrictions
Manufacturer attempts to stipulate to whom and in what
geographical market channel members may resell the
manufacturers products
Tying Agreements
Supplier sells a product to a channel member on condition that the
channel member also purchase another product
Vertical Integration
Firm owns and operates organizations at other levels of the
distribution channel
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Almost 80 percent of chief financial officers at the 100 largest
retailers say that too much inventory is the greatest risk factor to the
viability of their businesses during recessionary periods. High
inventories lead to heavy discounting when consumer demand is
lacking. This, in turn, undermines gross margins. When demand is very
weak, gross margins can disappear completely as retailers may be
forced to liquidate slow moving merchandise at prices below their
wholesale cost. Paradoxically, retailers also worry about having too
little inventory to meet consumer demand and thus losing sales when
consumers cannot find the products they are looking for on retailers
shelves. Hence, retailers attempting to manage their inventories
during a recession often feel that when it comes to stocking their
shelves, they are damned if they do and damned if they dont.
How might retailers deal with this inventory dilemma more
effectively during recessionary periods? What might suppliers do to
help retailers address this problem?
Discussion Question #2
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Home Depot, Toys R Us, Staples, Best Buy and many other
giant retailers (often referred to as category killers or big box
retailers because of their dominance in particular merchandise
categories and the sheer physical size of the stores) are fierce
competitors and are frequently accused of driving small retailers
out of business. Observers who have witnessed this competitive
struggle take place over the past decade say the reason that
small retailers go out of business is that they cant compete
with these giants. The verdict in most cases has been no
contest between the retail giants and the little guys because the
little guy so seldom wins or even gets to stay in business. From a
competitive standpoint, is such an outcome inevitable?
Discuss. Is it really the big guys driving the little guys out
of business or is there something more fundamental at work
here?
Discussion Question #3
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By 2009, social media services, such as Facebook and
Twitter, had become a popular marketing tool for small
businesses. In fact, almost 25 percent of firms with fewer
than 100 employees were using social media for marketing
purposes. This was more than double the percentage of the
prior year. Many of these firms cite the ease of use and low
cost of these social media as the main reason for using
them for reaching out to and communicating with potential
and existing customers.
How can the ability to communicate with customers via
social media enhance channel management? Discuss.
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CHAPTER 2
The Channel
Participants
Part 1: Marketing Channel Systems
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Major participants in marketing channels
Why shift distribution tasks to intermediaries?
Major types of wholesalers
Major Trends in Wholesale Structure
Merchant Wholesalers Specialize in Performance
Distribution Tasks
Retail structure
Retail structure trends
Distribution Tasks Performed by Retailers
Retailers Growing Power in Marketing Channels
Facilitating Agencies in Marketing Channels
2
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Objective Major Participants in Marketing
Channels1
Producers
&
Manufacturers
Wholesale
Intermediaries
Retail
Intermediaries
Intermediaries
Consumers Industries
Final Users
* Commercial Channel * Target Markets
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Objective Why shift distribution tasks to
intermediaries? 2
Producers
&
Manufacturers
Lack expertise
Lack economies of scale
Intermediaries
Spread high fixed costs
over large quantities of
diverse products
Achieve economies of
scope and economies of
scale
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5
Huge order processing
facility
Huge inventory
Several warehouse
locations
Transportation of
product to consumers
= cost
prohibitive
Manufacturer direct
to customers
Example: Distribution of Crayons
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Objective Major Types of Wholesalers
3
Merchant
wholesaler
Agents, brokers,
&
commission
merchants
Independent
middlemen
Manufacturers’
sales branches
&
offices
Manufacturer
owned
All Wholesale Firms
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Merchant Wholesalers
Tasks Performed:
Buy
Take title
Hold Inventory
Handle
Large quantities of
products
Resell to:
Retailers
Industrial,
commercial,
or
institutional
concerns
Other
Wholesalers
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Agents, Brokers, & Commission
Merchants
Involved in buying &
selling
while acting on behalf
of clients
Commissions
on
sales or purchases
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Owned & operated by
manufacturers
Distribute
manufacturers
products at
wholesale
Some wholesale allied &
supplementary products
purchased from other
manufacturers.
Manufacturers Sales Branches & Offices
Separated from manufacturing plants
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Objective
Major Trends in Wholesale Structure
42.0% Wholesale trade
26.5% Manufacturers sales
branches & offices
51.7% Merchant wholesalers
36.7% Agents, brokers, &
commission merchants
19922002
4
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Trends in Size & Concentration
Measured by: Types of Wholesalers
Size of
wholesaler
Majority are small businesses
Sales volume Nearly 45% of all firms have annual sales
of less than $1 million
# of Employees per
firm
About 50% of firms had fewer than 5
employees
Economic
concentration in terms
of % of total sales
50 largest manufacturers sales branches
& offices garnered nearly 63% of sales for
this type
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Objective Merchant Wholesalers Specialize in
Performance Distribution Tasks
Operate at high levels of effectiveness and efficiency
Average cost curves lower than those for their suppliers
1. Provide market coverage
2. Make sales contacts
3. Hold inventory
4. Process orders
5. Gather market information
6. Offer customer support
5
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Merchant Wholesalers Distribution
Tasks Serve Customers
1. Assure product availability
2. Provide customer service
3. Extend credit & financial
assistance
4. Offer assortment convenience
5. Break bulk
6. Help customers with advice &
technical support
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Agent Wholesalers Distribution
Tasks
Manufacturers
Agents
Market coverage
Sales contacts
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Agent Wholesalers Distribution
Tasks
Market coverage
Sales contacts
Order processing
Marketing Information
Product availability
Customer services
Selling
Agents
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Agent Wholesalers Distribution
Tasks
Market coverage
Sales contacts
Order processing
Marketing Information
Product availability
Customer services
Brokers
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Agent Wholesalers Distribution
Tasks
Market coverage
Sales contacts
Order processing
Breaking bulk
Credit
Holding inventory
Commission
Merchant
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Objective Retail Structure
By Ownership of Establishment
By Kind of Business
(Merchandise Handled)
By Size of Establishment
By Degree of Vertical
Integration
By Type of Relationship with
other Business Organizations
By Method of Consumer
Contact
By Type of Location
By Type of Service
Rendered
By Legal Form of
Organization
By Management
Organizations or
Operational Technique
Alternative Bases for Classifying Retailers
6
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Kind-of-Business Classifications
Motor vehicle & parts
dealers
Furniture & home
furnishings stores
Electronics & appliance
stores
Building material & garden
equip. & supply dealers
Food & beverage stores
Health & personal care
stores
Gasoline stations
Clothing & clothing
accessories stores
Sporting goods, hobby,
book, & music stores
General merchandise
stores
Miscellaneous store
retailers
Non store retailers
Retail Trade
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Objective Retail Structure Trends
Decreasing number of establishments
Increasing sales
= increase in size of retail establishments
measured by average sales volume
per store
7
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Concentration in Retailing
In 2002
4% of all retail firms
accounted for nearly 80%
of total sales!!
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Objective Distribution Tasks Performed by
Retailers
The role of the retailer in the distribution channel,
regardless of his size or type, is to interpret the
demands of his customers and to find and stock the
goods these customers want, when they want them,
and in the way they want them. This adds up to having
the right assortments at the time customers are ready
to buy.
Charles Y. Lazarus
8
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Distribution Tasks Performed by
Retailers
Offer manpower & physical facilities close to
consumers residences
Provide personal assistance to help sell products
Interpret and relay consumer demand
Divide large quantities into consumer-sized lots
Offer storage
Remove risk by ordering in advance of the season
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Objective Retailers Growing Power in
Marketing Channels9
Increased size & buying
power
Become power retailers
&
category killers
Application of advanced
Technologies
Information technology &
the Internet; threetailing
Use of modern marketing
strategies
Modern techniques;
relationship marketing
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Objective Facilitating Agencies in Marketing
Channels
Transportation agencies
Storage agencies
Order processing agencies
Advertising agencies
Financial agencies
Insurance companies
Marketing research firms
10
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Best Buy is by far the largest consumer electronics retailer in the
world with sales of over $45 billion and almost 4,000 stores world wide.
Best Buy enjoys tremendous power in the marketing channels within
which it operates. All manufacturers and other suppliers providing
products to Best Buy have to pay close attention to what this 1,000
pound gorilla of a retailer wants. But even when suppliers go out of their
way to meet the demands of Best Buy, they are finding that the giant
retailer could block them from getting their products to consumers
because Best Buy may favor certain suppliers with which it can make
especially attractive deals. In addition, Best Buy is increasing its
emphasis on offering its own private brand products such as the thinnest
laptop on the market and an all-electrical motorcycle. Some of Best
Buys own products may even compete directly with famous supplier
brands, such as Apple and Sony.
Why do you think Best Buy is flexing its muscles in the channel? Do
you think this type of behavior is inevitable on the part of giant
dominant retailers?
Discussion Question #5 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
CHAPTER 1
Marketing Channel
Concepts
Part 1: Marketing Channel Systems
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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