Mkt501 Mod4 CS Repsonse

Mkt501 Mod4 CS Repsonse


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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.
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:
Turner, K. (2012). Independent retailers [bookstores] turn page on business. Toledo Blade (February 5). Accessed 5/5/12 at:
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 aIDition 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?
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.
– 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.
– 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.
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:

Marketing mix: Place (2011). LearnMarketing. Accessed 5/5/12 at:
Perner, L. (n.d.). Distribution: Channels and logistics. Introduction to marketing. Marshall School. USC
Accessed 5/5/12 at:
Place (n.d.). Marketing Teacher. Accessed 5/5/12 at:
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

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:
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:
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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