Marketing Ch15 part1

Marketing Ch15 part1 - Chapter 15: Designing and Managing...

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Chapter 15: Designing and Managing O=Integrated Marketing Channels Marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. Merchants buy, take title to, and resell the merchandise. Agents search for customers and may negotiate on the producer’s behalf but do not take title to the goods. Facilitators assist in the distribution process but neither takes title to goods nor negotiate purchases or sales. A marketing channel system is the particular set of marketing channels a firm employs, and decisions about it are among the most critical ones management faces. A push strategy uses the manufacturers’ sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users. In a pull strategy the manufacturer uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries, thus inducing the intermediaries to order it. Hybrid channels are the use of multiple channels of distribution to reach customers in a defined market.
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This note was uploaded on 03/02/2011 for the course MRKT 685 taught by Professor Choi during the Spring '11 term at Rutgers.

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Marketing Ch15 part1 - Chapter 15: Designing and Managing...

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