Chapter 12 - Chapter 12 Slides 19 and 22 are important!...

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Chapter 12 Slides 19 and 22 are important! What Does Distribution Channel Mean? Is the chain of businesses or intermediaries through which a good or service passes until it reaches the end consumer. A distribution channel can include wholesalers, retailers, distributors and even the internet. Channels are broken into direct and indirect forms, with a "direct" channel allowing the consumer to buy the good from the manufacturer and an "indirect" channel allowing the consumer to buy the good from a wholesaler. Direct channels are considered "shorter" than "indirect" ones. Consumer distribution channel o Manufacturer-owned stores Walt Disney opening 600 new stores globally Nike, Levi Strauss, Apple o Independent franchise o Independent retailers Wal-Mart o Flagship retail stores for Apple, Sony, well-known fashion houses, Nokia, Nike to build brand loyalty, showcase products, and help gather marketing intelligence Industrial distribution channel Marketing channel o Marketing channels exist to create utility for customers o Channels are made up of a coordinated group of individuals or firms that perform
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This note was uploaded on 04/02/2012 for the course MKTG 4820 taught by Professor Susancarley during the Fall '09 term at Kennesaw.

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Chapter 12 - Chapter 12 Slides 19 and 22 are important!...

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