0324536380_77283

0324536380_77283 - CHAPTER13 Marketing Channels and Supply...

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Chapter Objectives Marketing Channels and Supply Chain Management CHAPTER    13 1 2 4 7 8 Describe the types of marketing channels and the roles they play in marketing strategy. Outline the major channel strategy decisions. Describe the concepts of channel management, conflict, and cooperation. Identify and describe the different vertical marketing systems. Explain the roles of logistics and supply-chain management in an overall distribution strategy. Identify the major components of a physical distribution system. Compare the major modes of transportation. Discuss the role of transportation intermediaries, combined transportation modes, and warehousing in improving physical distribution. 5 3 6
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CHAPTER 13 Marketing Channels and Supply Chain Management Distribution Movement of goods and services from producers to customers. Marketing (distribution) channel System of marketing institutions that enhances the physical flow of goods and services, along with ownership title, from producer to consumer or business user. Logistics Process of coordinating the flow of information, goods, and services among members of the distribution channel. Supply-chain management Control of the activities of purchasing, processing, and delivery through which raw materials are transformed into products and made available to final consumers. Physical distribution Broad range of activities aimed at efficient movement of finished goods from the end of the production line to the consumer.
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CHAPTER 13 Marketing Channels and Supply Chain Management THE ROLE OF MARKETING CHANNELS IN MARKETING STRATEGY • Marketing channels are key because they are the means of making goods and services available to ultimate users. • Four functions of marketing channels: • Channels facilitate the exchange process by reducing the number of marketplace contacts necessary to make a sale. • Distributors adjust for discrepancies in the market’s assortment of goods and services via sorting, channeling products to meet the buyer’s and producer’s needs. • Channel members tend to standardize payment terms, delivery schedules, prices, purchase lots, and other conditions. Channels facilitate searches by both buyers and sellers and bring them together to complete the exchange process.
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CHAPTER 13 Marketing Channels and Supply Chain Management TYPES OF MARKETING CHANNELS • Most channel options involve at least one marketing intermediary, an organization that operates between producers and consumers or business users. • A retailer owned and operated by someone other than the
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This note was uploaded on 03/26/2011 for the course MKT 320 taught by Professor Finder during the Spring '08 term at North Alabama.

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0324536380_77283 - CHAPTER13 Marketing Channels and Supply...

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