Chapter 13 - Marketing Channels Marketing CHAPTER 1 Chapter...

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Chapter 13 1 Marketing Marketing Channels 1 CHAPTER
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Chapter 13 2 Learning Outcomes Explain what a marketing channel is and why intermediaries are needed Define the types of channel intermediaries and describe their functions and activities Describe the channel structures for consumer products and discuss alternative channel arrangements Discuss the issues that influence channel strategy LO LO LO LO
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Chapter 13 3 Explain what a marketing channel is and why intermediaries are needed Marketing Channels Marketing Channels LO
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Chapter 13 4 Marketing Channels A set of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumer. Marketing Channels
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Chapter 13 5 Channel Members All parties in the marketing channels that negotiate with one another, buy and sell products, and facilitate the change of ownership between buyer and seller in the course of moving the product from the manufacture into the hands of the final consumer. Channel Members (Intermediaries)
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Chapter 13 6 Marketing Channel Functions Specialization and division of labor Overcoming discrepancies Providing contact efficiency
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Chapter 13 7 Specialization and Division of Labor Creates greater efficiency Provides lower costs Achieves economies of scale Aids producers who lack resources to market directly Builds good relationships with customers
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Chapter 13 8 Overcoming Discrepancies (1 of 2) Discrepancy
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This note was uploaded on 05/03/2010 for the course MKTG 201020 taught by Professor J.j during the Spring '10 term at Northeastern.

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Chapter 13 - Marketing Channels Marketing CHAPTER 1 Chapter...

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