Chapter%2015%20Student%20Handouts

Chapter%2015%20Student%20Handouts - Marketing Channels This...

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Unformatted text preview: Marketing Channels This is the Place P in the Marketing Mix. Channels of Distribution….or simply marketing channels A marketing channel consists of firms or individuals involved in the process of making products or services available to consumers or business customers for use. The firms or individuals involved in a channel are called channel intermediaries . Channel Benefits Channels and channel members must add value in some way for consumers. Contact Efficiency Contact Efficiency Man. #1 Man. #2 Man. #3 Man. #4 Buyer #1 Buyer #2 Buyer #3 Buyer #4 With no intermediaries: 16 Transactions Contact Efficiency Man. #1 Man. #2 Man. #3 Man. #4 Buyer #1 Buyer #2 Buyer #3 Buyer #4 With one intermediary: 8 Transactions Intermediary Channel Benefits Channels and channel members must add value in some way for consumers. Contact Efficiency Specialization and Division of Labor Overcoming Discrepancies Overcoming Discrepancies Quantity Assortment Spatial Temporal Channel Benefits...
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This note was uploaded on 03/17/2009 for the course BCOR 2400 taught by Professor Rexmoody during the Spring '08 term at Colorado.

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Chapter%2015%20Student%20Handouts - Marketing Channels This...

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