CHAPTER 12.docx - CHAPTER 12 MARKETING CHANNELS AND SUPPLY...

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CHAPTER 12: MARKETING CHANNELS AND SUPPLY CHAINS MARKETING CHANNELS 1. Marketing Channels of Distribution: Intermediaries A marketing channel consists of individuals and firms involved in the process of making a product or service available. 2. Function of Marketing Channel:
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3. Consumer Benefits/Utilities from Marketing Channel: Time, Place, Form, Possession 4. Channel Structure and Organisation: Common marketing channels for consumer goods and service s Structure Direct Indirect Electronic marketing channels Structure: combine electronic and traditional intermediaries to create utilities for buyers. Dual distribution: reaches different buyers by employing two or more different types of channels for the same basic product. Strategic channel alliances: one firm’s marketing channel is used to sell another firm’s products.
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Vertical marketing systems: 5. Factors to choose Channel Choice: Market Coverage: - Intensive Distribution: many outlets - Exclusive Distribution: one outlet in one place - Selective Distribution: few outlets
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