One interesting aspect of distribution channels occurs when a
retailer, in this case, Amazon, integrates backward with the intent of
attracting suppliers (authors with brand names) and the expectation of
utilizing other outlets (traditional bookstores) for full distribution of its
products. In this example, the largest traditional bookstore chain, which also
has a significant online business, has decided not to stock Amazon's products
in the hope of discouraging authors from signing publication contracts with
Amazon. Effective distribution channels call for vertical cooperation, here
among authors and their agents, publishers, and retail outlets. But vertical
integration invites conflicts.
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These articles also relate to recent
developments in book retailing:
Bosman (2012). The bookstore's last stand. New
York Times (January 28). Available 5/5/12 through
ProQuest database.
Haq, H. (2012). Barnes & Noble refuses to sell
Amazon-published books. Christian Science Monitor (February
1). Accessed 5/5/12 at:http://www.csmonitor.com/Books/chapter-and-verse/2012/0201/Barnes-Noble-refuses-to-sell-Amazon-published-books
Turner, K. (2012). Independent retailers [bookstores] turn page on
business. Toledo Blade (February
5). Accessed 5/5/12 at:http://www.toledoblade.com/Retail/2012/02/05/Independent-retailers-turn-page-on-business.html
Your assignment: Develop
a report in terms of the following guidelines. A well-written report should
have a brief introduction, headings or subheadings, and a brief concluding
comment. Note that you should use some keywords as headings or subheadings such
as "Facts Recap," instead of a sentence or a question.
Briefly review the facts reported in the article.
Was Amazon wise to get into publishing in addition to its very
strong position in retailing new and used books? Explain your answer.
If you were a popular author of children's fiction (with a
successful past relationship with a traditional publisher) and your agent
(another member of the book publishing channel) asked you whether to approach
Amazon regarding the publication of your latest project, what would you say?
Why?
Would it matter if you were working on your first book and had no
previous relationship with an editor or publisher? If yes, why would this make
a difference?
In your judgment, do you think that either Amazon or Barnes &
Noble is likely to change the strategic decisions reported in this article?
Why?
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Expectations Regarding Your References and
Defense of Your Positions
Write clearly, simply and logically. Your paper should be 4 pages
long, excluding title pages and references, but quality of writing is more
important than length. Use double-spaced, black Verdana or Times Roman
font in 12 pt. type size.
Back up your positions or opinions with references to the required
reading found in the Module 1-4 Backgrounds and Ongoing Useful
Resources. In using those references, demonstrate your understanding of
the concepts presented. Rather than grading on how much information
you find, emphasis will be on the defense of the positions you take on the
issues. Also remember that:
(1) The "why" is more important than the "what."
(2) The defense of your positions on the issues is more important than the positions you take.
(2) The defense of your positions on the issues is more important than the positions you take.
- Do not repeat or quote definitions. Your use of the
required reading to support your opinions (that is, contentions or positions)
should demonstrate that you understand the concepts presented.
- Do not include definitions or summaries of the readings or simply describe what the company did. Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers will not earn a good grade.
- Do not include definitions or summaries of the readings or simply describe what the company did. Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers will not earn a good grade.
- Avoid redundancy and general statements such as "All
organizations exist to make a profit." Make every sentence count.
- Paraphrase the facts using your own words and ideas, employing
quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five
words.
- If you paraphrase the facts, cite the sources in your text
and link those citations to references at the end of the paper.
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Required Background Reading
The following articles explain and
illustrate the role of distribution in marketing decisions. Together with
relevant Module 1-3 Background material, these should be cited in your Module 4
Case and SLP:
Distribution decisions (2009). KnowThis. Accessed 5/5/12 at:
http://www.knowthis.com/principles-of-marketing-tutorials/distribution-decisions/
http://www.knowthis.com/principles-of-marketing-tutorials/distribution-decisions/
Marketing mix: Place (2011). LearnMarketing. Accessed 5/5/12 at: http://www.learnmarketing.net/Place.htm
Perner, L. (n.d.). Distribution: Channels and logistics. Introduction
to marketing. Marshall School. USC
Accessed 5/5/12 at: http://www.consumerpsychologist.com/intro_Distribution.html
Accessed 5/5/12 at: http://www.consumerpsychologist.com/intro_Distribution.html
Place (n.d.). Marketing Teacher. Accessed 5/5/12 at: http://marketingteacher.com/lesson-store/lesson-place.html
Ramachandrin, S., & Trachtenberg, J. A. (2012). End of
Era for Britannica. Wall
Street Journal (March
14):B1. Available 5/5/12 through the ProQuest database.
Ramsey, M. (2012). Glut of small cars tests Ford resolve. Wall
Street Journal (January
11): B1. Available 5/5/12 through ProQuest database.
Timberlake, C., & Townsend, M. (2012). Macy's says Martha's
dance card is too full. Business Week (February 28). Available
5/5/12 through EBSCO database.
Optional Background Reading
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The following articles illustrate use of the concepts studied in this module:
Halkias, M. (2011). J.C. Penney buys stake in Martha Stewart’s
company. The Dallas Morning News (December 7). Accessed 5/5/12
at:http://www.dallasnews.com/business/retail/20111207-j.c.-penney-buys-stake-in-martha-stewarts-company.ece
JoS. A. Bank Clothiers expands its Internet channel to ship orders
to international customers (2011). Investment Weekly News.
(May 21):698. Available 5/5/12 through ProQuest database.
With Its New Music Storage and Player, Can Amazon Deliver in the
Cloud? (2011). Knowledge@Wharton (May 11). Accessed 5/5/12 at:http://knowledge.wharton.upenn.edu/article.cfm?articleid=2768
Check the following links for proper APA
citation and reference format:
If you want to use other formats, such as MLA, follow the same
format consistently in the paper.
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