S12%20Marketing%203104%2015%20Channel%20Strategy

S12%20Marketing%203104%2015%20Channel%20Strategy -...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
2/12/2012 1 Marketing 3104 Channels of Distribution Strategy Content Objectives Understand the functions and types of channels of distribution Evaluate choices in setting up channels Identify issues that create channel conflict and a strategy to reduce it
Background image of page 1

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

View Full DocumentRight Arrow Icon
2/12/2012 2 Marketing Channel Individuals and firms involved in making a product or service available for consumption Called a channel member or middleman Typical Marketing Channels Producer Wholesaler Retailer Consumer ORGANIZATIONAL MARKETS CONSUMER MARKETS Producer Agent/Broker Distributor Organizational Buyer DISTRIBUTOR: Middleman in ______________markets AGENT : connects buyers and sellers, does not take ________________to the goods Sells to _________ Sells to other __________
Background image of page 2
2/12/2012 3 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 Marketing Channels DIRECT CHANNELS INDIRECT CHANNEL HP Imaging Equipment Large Hospitals Green Giant NAFC Kroger CONSUMERS Apple Consumers Goods Money Goods Money
Background image of page 3

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

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 10

S12%20Marketing%203104%2015%20Channel%20Strategy -...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online