Study_Guide_for_Lecture_15_-_Channel_Theory

Study_Guide_for_Lecture_15_-_Channel_Theory - Study guide...

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Study guide for lecture 15: Channel Theory What is a channel 0. Definitions 1. Channel of Distribution (Marketing Channel)    A set of interdependent organizations that ease the transfer of ownership from producer to  business user or consumer 2. Always includes producer and consumer 0. May also include intermediaries 3. The goal of a channel of distribution is to create the most efficient way to move  products from producer to consumer 4. Create place, time, form, possession utility 1. Overcoming discrepancies in your book Overcome Discrepancies 5. Discrepancy of quantity 2. Form utility 6. Discrepancy of assortment 3. Form utility 7. Discrepancy of time 4. Time utility 8. Spatial discrepancy 5. Place utility 9. Channel flow - a set of functions needed to move product from producer to consumer 6. This is a little different than the intermediary functions in the book Marketing 431 Study Guides © 2009 Lecture 15: Channel Theory Page 1
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10. The point is… 7. All  of these functions  have to be performed  by somebody 8. Not all businesses are equally good at performing all of these functions 0. Intermediary - One who, or that which, is intermediate; an interagent; a go-between.  (dict.die.net) 1. Examples 0. Middleperson 1. Agent 2. Broker 3. Wholesaler 4. Retailer 5. Distributor 6. Dealer 11. Value created by intermediaries 9. Specialize in a channel flow  10. Economy of transactions 11. Value added functions 0. Economy of transactions (Contact Efficiency) Marketing 431 Study Guides © 2009 Lecture 15: Channel Theory Page 2
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0. Intermediaries can create economic efficiencies by reducing the number of  transactions needed to create an efficient market
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Study_Guide_for_Lecture_15_-_Channel_Theory - Study guide...

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