Lecture (WK6)

Lecture (WK6) - Lecture (WK6) ChapterXI...

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Lecture (WK6) Chapter XI PLACE AND DEVELOPMENT OF CHANNEL SYSTEMS PLACE DECISIONS ARE AN IMPORTANT PART OF MARKETING  STRATEGY     Channel of distribution: Any series of firms or individuals who participate in flow  of goods from producer to final user    PLACE DECISIONS ARE GUIDED BY “IDEAL” PLACE OBJECTIVES Must make sure goods/services are available in the right quantities and locations  -- when consumers want them   Product classes help with place objectives as well as product life cycle    CHANNEL SYSTEM MAY BE DIRECT OR INDIRECT Some firms prefer to distribute direct to final consumer:   They are in control whole job Are in direct contact with the customer Middlemen may not be available When indirect channels are best -- middlemen can often help producers serve  customer needs at a lower cost.    DISCREPANCIES AND SEPARATION REQUIRE CHANNEL SPECIALISTS Specialists can provide crucial information about customer needs and provide  insight   Middlemen assist with discrepancies of quantity and assortment   Ron_Knapp_L6.doc
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Lecture (WK6) - Lecture (WK6) ChapterXI...

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