BUS340_Spring10_Marketing Channels11

BUS340_Spring10_Marketing Channels11 - M arketing...

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Marketing Management BUS 340 Marketing Channels
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What is a Marketing Channel? A marketing channel is a set of interdependent organizations involved in the process of making a product or service available for use or consumption Exists for: Consumer products Industrial products Services
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Why Do Intermediaries Exist? Demand-side factors Facilitate search Adjust assortment discrepancy Supply-side factors Routinization of transactions Reduction in number of contacts Intermediaries: Add value Reduce total cost of running the channel
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Channel Design Process Recognize and respond to target customers’ service output demands in the most efficient way possible. Decisions about: What kind of intermediaries are in my channel? Who are they? How many of them, with what responsibilities? What do I have to change?
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Concepts in Channel Design Service Outputs Channel Flows Gap Analysis
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End-User Channel Preferences How you buy a product, not just what you buy, matters Consumers differ in their preferences over
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This note was uploaded on 11/21/2011 for the course BUS 340 taught by Professor Manishtripathi during the Spring '10 term at Emory.

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BUS340_Spring10_Marketing Channels11 - M arketing...

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