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

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Chapter 13 – Managing Marketing Channels and Supply Chains Marketing Channel – individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. Middleman – Any intermediary between manufacturer and end-user markets Agent or Broker – any intermediary with legal authority to act on behalf of the manufacturer Wholesaler – An intermediary who sells to other, usually retailers Retailer – An intermediary who sells to consumers Distributor – Intermediary who provides a number of distribution functions Dealer – informal term for distributor Functions of Intermediaries o Flow of products from producers to consumers Types of functions o Transactional function Buying – purchasing products for resale or as an agent of supply Selling – contacting potential customers, promoting, seeking orders Risk taking – assuming risk in ownership of inventory that can deteriorate o Logistical function Assorting – creating product assortments to serve customers Storing – assembling and protecting products at a convenient location Sorting – purchasing in large quantities and breaking into smaller desired by customer Transporting – moving product to customer o Facilitating Function Financing – extending credit Grading – inspecting products and assigning quality grades Marketing information and research – providing information
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This note was uploaded on 04/14/2010 for the course AEM 2400 at Cornell University (Engineering School).

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

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