MarkBasicsLecture5ht08 - 080924 Lecture 5 Marketing...

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08‐09‐24 1 Lecture 5 Marketing Channels The Nature and Importance of Marketing Channels Marketing Channel Defined Marketing channel is a set of independent organizations that help make a product or service available for use or consumption by the consumer or business users The Nature and Importance of Marketing Channels How Channel Members Add Value Channel members add value by bridging the major time, place, and possession gaps that separate goods and services from those who would use them
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08‐09‐24 2 The Nature and Importance of Marketing Channels How Channel Members Add Value Producers use intermediaries because they create greater efficiency in making goods available to target markets. Increasing Efficiency Supply Chains an the Value Delivery Network Supply Chain Partners Upstream partners include raw material suppliers, components, parts, information, finances, and expertise to create a product or service Downstream partners include the marketing channels or distribution channels that look toward the customer
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This note was uploaded on 12/06/2010 for the course BUSINESS EFO202 taught by Professor Anna during the Spring '07 term at Mälardalens högskola.

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MarkBasicsLecture5ht08 - 080924 Lecture 5 Marketing...

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