(BQ) Part 2 book "Principles of marketing" has contents: Retailing and wholesaling, advertising and public relations, personal selling and sales promotion, creating competitive advantage, the global marketplace, direct and online marketing - building direct customer relationships,.and other contents. | Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 12 Marketing Channels Delivering Customer Value We now arrive at the third marketing mix tool—distribution. Firms rarely work alone in creating value for customers and building profitable customer relationships. Instead, most are only a single link in a larger supply chain and marketing channel. As such, an individual firm’s success depends not only on how well it performs but also on how well its entire marketing channel competes with competitors’ channels. To be good at customer relationship management, a company must also Chapter Preview be good at partner relationship management. The first part of this chapter explores the nature of marketing channels and the marketer’s channel design and management decisions. We then examine physical distribution—or logistics—an area that is growing dramatically in importance and sophistication. In the next chapter, we’ll look more closely at two major channel intermediaries: retailers and wholesalers. We start by looking at a company whose groundbreaking, customercentered distribution strategy took it to the top of its industry. Enterprise: Leaving Car Rental Competitors in the Rear View Mirror Q uick, which rental car company is number one? Chances are good that you said Hertz. Okay, who’s number two? That must be Avis, you say. After all, for years Avis’s advertising said, “We’re #2, so we try harder!” But if you said Hertz or Avis, you’re about to be surprised. By any measure—most revenues, employees, transactions, or number of vehicles—the number-one rentalcar company in the world is Enterprise Holdings, which owns and operates the Enterprise Rent-A-Car, Alamo Rent A Car, and National Car Rental brands. Even more, this is no recent development. Enterprise left .
