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L10-Place - Manufacturer Consumer Manufacturer Consumer...

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Marketing channel functions 1. They gather info about potential and current customers, competitors and other sectors and force in the marketing environment. 2. They develop and disseminate persuasive communication to stimulate purchasing. 3. They reach agreements on price and other terms so that transfer of ownership or possession can be effected. 4. They place orders with manufacturers 5. They acquire the funds to finance inventories at different levels in the marketing channel.
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6. They assume risks connected with carrying out channel work. 7. They provide for the successive storage and movement of physical products. 8. They provide for buyers’ payment of their bills through banks and other financial institutions. 9. They oversee actual transfer of ownership from one organization or person to another.
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Consumer Marketing Channels
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Unformatted text preview: Manufacturer Consumer Manufacturer Consumer Retailer Wholesaler Manufacturer Consumer Retailer Manufacturer Consumer Retailer Wholesaler Jobber Industrial Marketing Channels Manufacturer Consumer Manufacturer Consumer Industrial Distributors Manufacturer’s representative Manufacturer Consumer Manufacturer Consumer Industrial Distributors Manufacturer’s Sales branch Industrial Distributors Industrial Marketing Channels • Page 508 Designing a channel system 1. Analyzing customer needs 2. Establishing channel objectives 3. Identifying major channel alternatives 4. Evaluating major channel alternatives Channel dynamics 1. Vertical marketing system-Corporate and administered VMS-Contractual VMS-The new competition in retailing 2. Horizontal marketing system 3. Multichannel marketing system...
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