Chapter 15 - Marketing 3104 Channels of Distribution...

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Marketing 3104 Channels of Distribution Strategy
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Content Objectives Understand the functions and types of channels of distribution Evaluate choices in setting up channels Identify issues that create channel conflict
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Marketing Channel Individuals and firms involved in making a product or service available for consumption Called a channel member or middleman (doing channel distribution functions)
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Typical Marketing Channels ORGANIZATIONAL MARKET CONSUMER MARKETS DISTRIBUTOR: Middleman in organizational markets AGENT : connects buyers and sellers, does not take possession to the goods Sells to consumers Sells to other Channel members
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Know that there are many channel member options that serve different channel functions. Know the terms for channel members just discussed. You do not need to know the subtypes of wholesalers (e.g. rack jobber, drop shipper…) and their functions (shown in Figure 15-7). Channel Members
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Marketing Channels DIRECT CHANNELS INDIRECT CHANNEL HP Imaging Equipment Large Hospitals Green Giant NAFC Kroger CONSUME RS Apple Consumers Goods Money Goods Money Goods Money Goods Money Goods Money
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WHY DO WE HAVE CHANNELS? Channel Functions
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This note was uploaded on 12/20/2011 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.

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Chapter 15 - Marketing 3104 Channels of Distribution...

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