Ch11 Place - Place (distribution) C296 class 16: Chapter 11...

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1 Place (distribution) C296 class 16: Chapter 11 Instructor: Chen Wang Nov,3,2011
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Agenda § Channel members add value § Channel structure § Distribution intensity § Channel conflicts 2
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3 What is a Marketing Channel?
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What is a Marketing Channel? § Definition A set of individuals and organizations involved in the process of making a product or service available for use or consumption by the consume or business user. It makes the flow of goods from a producer, through intermediaries, to a buyer. § Discussion : Why do marketing channels exist? 4
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How Channel Members Add Value? 5
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Terms for Intermediaries § Intermediary Any firm/organization between the manufacturer and the end user § Categories of Intermediaries: Wholesaler § An intermediary who sells to other intermediaries, usually retailers Retailer § An intermediary who sells to consumers 6
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Channel Members Add Value § Transactional function Buying § Purchasing products for resale or acting as an agent for supply of a product Selling § Contacting potential customers, promoting products, and
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This note was uploaded on 12/13/2011 for the course COMM 296 taught by Professor Dasgupta during the Winter '08 term at The University of British Columbia.

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Ch11 Place - Place (distribution) C296 class 16: Chapter 11...

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