ch13 - Ch 13: Managing Marketing Channels & Supply Chains...

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marketing channel individuals and firms involved in the process of making a product/service available for use or consumption by consumers or industrial users. Make possible the flow of goods from a producer, through intermediaries, to a buyer Types of Intermediaries: Middleman between manufacturer and end-user markets Agent/Broker has legal authority to act on behalf of manufacturer Wholesaler sells to other intermediaries (usually retailers) Retailer sells to consumers Distributor selling, maintain inventories, extend credit Dealer can mean same as distributor, retailer, wholesaler Different Functions: Transactional Buying: purchase products for resale Selling: contact potential customers, promote products, seek orders Risk Taking: assuming business risks in ownership of inventory (can become obsolete or deteriorate) Logistical Assorting: create product assortments from many sources to serve customers Storing: assemble and protect products at convenient location Sorting: purchase in large quantities, break into smaller amounts for customers Transporting: physically moving a product to customer Facilitating Financing: extend credit to customers Grading: inspect, test, judge products to assign quality grades Mkt info/research: provide info to customers and suppliers
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Direct channel: producers and ultimate consumers deal directly with each other. No intermediaries – producer must perform all channel functions Indirect channel: intermediaries (agent/wholesaler/retailer) inserted between producer and consumer Direct marketing channel: allow consumers to buy products by interacting with various advertising media without face-to-face meeting with a salesperson Ex: catalog, telemarketings Multichannel marketing – blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop in traditional intermediaries and online Dual distribution – arrangement whereby a firm reaches different buyers
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This note was uploaded on 01/04/2012 for the course MKT 291 taught by Professor Brandabur during the Fall '08 term at Miami University.

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ch13 - Ch 13: Managing Marketing Channels & Supply Chains...

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