By Geoff Lancaster, Paul Reynolds
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Extra resources for Marketing: The One Semester Introduction
Such components are often produced by specialist manufacturers. g. Lucas Industries, Dunlop, Pilkington Brothers and Unipart), and others may be small firms dependent on the motor industry for their survival, supplying components such as engine gaskets and industrial fasteners. Large retailers such as Marks & Spencer purchase clothing and other textile products from a wide range of suppliers. Many suppliers to large retailers supply finished goods rather than intermediate constituent product parts.
Because this is such a source of confusion, a separate section is devoted to these issues. If the points that follow are not fully understood at this stage, then you are likely to become confused when studying later chapters. 4 The Kwik-Fit Group gives motorists what they want by applying the marketing concept The first Kwik-Fit Centre was opened in Edinburgh in 1971 by Sir Tom Farmer, the Group’s present Chairman and Chief Executive. By 1980, the Kwik-Fit Group was operating through over 200 24 Marketing: The One-Semester Introduction centres nationwide.
The use of intermediaries is more common in the distribution of consumer goods that are usually targeted at a mass market. Firms manufacturing industrial products, particularly where these are custom made, or buyer specified rather than supplier specified, are more inclined to deliver their products direct to the final customer. However, this is a generalisation, as a number of industrial marketing firms make use of factors, distributors and other intermediaries. It may seem that the conventional method of distribution in any particular industry is relatively static.