{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

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

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Ch 13: Managing Marketing Channels & Supply Chains 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
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
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 –
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern