Chapter 12 Place 2010

Chapter 12 Place 2010 - Chapter 12 All entities who...

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Unformatted text preview: Chapter 12 All entities who participate in the flow of products from the manufacturer to the final customer Two main elements of a channel: Marketing: manufacturers, wholesalers, retailers, dealers, and customers Logistics: transportation, trucking, warehousing, etc. How Channel Members Add Value Information Promotion Contact Matching Negotiation Physical distribution Financing Risk taking Transactional Value: enabling exchange Negotiation, financing, risk taking, contact Logistical Value: delivering products to the right place at the right time in the right quantity Facilitating Value: making offerings attractive Marketing research, communications, matching/customizing, service, relationship management, product assembly Connected by types of flows: Physical flow of products Flow of ownership Payment flow Information flow Promotion flow Number of Channel Levels The channel will be most effective when: Members and tasks are properly matched Incentives and goals are aligned...
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Chapter 12 Place 2010 - Chapter 12 All entities who...

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