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MKT291Ch.13 - Chapter 13 • Marketing Channel o...

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Unformatted text preview: Chapter 13 • Marketing Channel o Individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users • Intermediaries o Middleman – between manufacturer and end user markets o Agent/Broker – legal authority to act on behalf of the manufacturer o Wholesaler – intermediary who sells to other intermediaries, usually to retailers o Retailer – sells to consumers o Distributor – perform a variety of functions, including selling, extending credit, maintaining inventory o Dealer – can mean the same as distributor, retailer, wholesaler, … • Transactional Function o Buying, selling, risk taking • Logistical Function o Assorting, storing, sorting, transporting • Facilitation Function o Financing, grading, marketing information and research • Channel Structure and Organization o Direct Channel Producer deals directly with end consumer o Indirect Channel Producer deals with an intermediary who eventually deals with the end consumer o Multichannel Marketing...
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MKT291Ch.13 - Chapter 13 • Marketing Channel o...

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