ch12 - Chapter 12 Global Marketing Channels and Physical...

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Chapter 12 Global Marketing Channels and Physical Distribution
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12-2 Introduction It’s a way of bringing dreams closer to people, dreams which before they only saw in films. —Tadeusz Donocki, undersecretary of state, Poland’s Economics Ministry on the arrival of hypermarkets that provide customers with more products and lower prices than they have ever had.
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12-3 Channel Objectives Marketing channels exist to create utility for  customers Place utility availability of a product or service in  a location that is convenient to a potential  customer  Time utility availability of a product or service  when desired by a customer   Form utility availability of the product  processed, prepared, in proper condition and/or  ready to use Information utility availability of answers to  questions and general communication about  useful product features and benefits
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12-4 Distribution Channels: Terminology and Structure Distribution is the physical flow of goods  through channels Channels are made up of a coordinated  group of individuals or firms that  perform functions that add utility to a  product or service
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12-5 Distribution Channels: Terminology and Structure Distributor wholesale intermediary that  typically carries product lines or brands  on a selective basis Agent an intermediary who negotiates  transactions between two or more  parties but does not take title to the  goods being purchased or sold
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12-6 Consumer Products
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12-7 Peer-to-Peer Selling The Internet and other related media  are dramatically altering distribution Ebay pioneered P2P and now helps  Disney and IBM set up websites for  fixed price selling as well as B2C  auctions Interactive TV may become a viable  direct marketing channel in the future
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12-8 Door-to-Door Selling Mature form in the 
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ch12 - Chapter 12 Global Marketing Channels and Physical...

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