BUSI 406_Mar 17

BUSI 406_Mar 17 - Channels: Delivering Customer Value BUSI...

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Channels: Delivering Customer  Value BUSI 406 Session 19 Mar 17 2010
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1 0 2 BUSI 406  Spring  2010 Explain why companies use marketing channels  and discuss the functions these channels  perform. Discuss how channel members interact and how  they organize to perform the work of the  channel. Identify the major channel alternatives open to  a company. Explain how companies select, motivate, and  evaluate channel members. Discuss the nature and importance of marketing  logistics and supply chain management. Rest Stop:   Previewing the Concepts
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1 0 3 BUSI 406  Spring  2010 Supply Chains and the  Value Delivery Network Firm e.g.,  Toshiba Supplier e.g., Intel Upstream Raw materials,  parts,  components  etc. Distributor/Retailer e.g., Bestbuy
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1 0 4 BUSI 406  Spring  2010 What are Marketing Channels? A set of interdependent organizations that help  make a product or service available for use or  consumptions by the consumer or business users. Add value: The use of intermediaries results from their greater  efficiency in making goods available to target markets. Channel members offer the firm more than it can  achieve on its own in terms of: Contacts Experience Specialization Scale of operation
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1 0 5 BUSI 406  Spring  2010 Nature and Importance of  Marketing Channels Transaction  fulfilling: Physical  distribution Financing Risk taking Transaction  completing: Information Promotion Contact Matching Negotiation Key functions performed by channel members:
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1 0 6 BUSI 406  Spring  2010 Direct marketing channels Have no intermediary levels between the manufacturer  and the customer. Indirect marketing channels Contains one or more intermediaries. Channel Length F S F S D
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1 0 7 BUSI 406  Spring  2010 The channel will be most effective when: Each member is assigned tasks it can do best. All members cooperate to attain overall channel goals.
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This note was uploaded on 02/27/2012 for the course BUSI 407 taught by Professor Bowen during the Spring '11 term at UNC.

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BUSI 406_Mar 17 - Channels: Delivering Customer Value BUSI...

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