Retailing etc

Retailing etc - Channels, Managing Retailing, Wholesaling,...

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Unformatted text preview: Channels, Managing Retailing, Wholesaling, and Logistics Towns - Fall 09 16-2 Marketing Channels Sets of interdependent organizations involved in the process of making a product or service available for use or consumption. 16-3 Channels and Marketing Decisions Push Strategy Pull Strategy 16-4 Categories of Buyers Habitual shoppers High value deal seekers Variety-loving shoppers High-involvement shoppers 16-5 Buyer Expectations for Channel Integration Ability to order a product online and pick it up at a convenient retail location Ability to return an online-ordered product to a nearby store Right to receive discounts based on total online and offline purchases 16-6 Bricks & Clicks A+ C A B- 16-7 Channel Member Functions Gather information Develop and disseminate persuasive communications Reach agreements on price and terms Acquire funds to finance inventories Assume risks Provide for storage Provide for buyers payment of their bills Oversee actual transfer of ownership 16-8 Consumer Marketing Channels 16-9 Designing a Marketing Channel System Analyze customer needs Evaluate major channel alternatives Identify major channel alternatives Establish channel objectives 16-10 Identifying Channel Alternatives Types of intermediaries Number of intermediaries Terms and responsibilities 16-11 Number of Intermediaries Exclusive Selective Intensive 16-12 The Value-Adds Versus Costs of Different Channels...
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Retailing etc - Channels, Managing Retailing, Wholesaling,...

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