Chapter 13 - Chapter 13: Managing Marketing Channels and...

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Chapter 13: Managing Marketing Channels and Supply Chains I. Apple stores: Adding high-touch to high-tech marketing channels II. Nature and importance of marketing channels a. What is a marketing channel of distribution? i. Marketing channel b. Value created by intermediaries i. Middleman, agent/broker, wholesaler, retailer, distributor, dealer 1. See page 286, figure 13-1 c. Functions performed by intermediaries i. Transactional function, logistical function, facilitating function 1. Page 287, figure 13-2 d. Consumer benefits from intermediaries III. Channel structure and organization a. Marketing channels for consumer goods and services i. Direct channel ii. Indirect channels iii. Page 288, figure 13-3 b. Marketing channels for business goods and services i. Direct vs. indirect ii. Industrial distributor iii. Agent c. Electronic marketing channels i. Electronic marketing channels ii. Page 290, figure 13-5 IV. Multiple channels and strategic alliances a. Dual distribution b. Strategic channel alliances
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Chapter 13 - Chapter 13: Managing Marketing Channels and...

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