Chapter 13_Marketing Channels

Chapter 13_Marketing Channels - Lamb, Hair, McDaniel...

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1 Lamb, Hair, McDaniel CHAPTER 13 Marketing Channels 2010-2011
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2 LO 1 Explain what a marketing channel is and why intermediaries are needed LO 2 Define the types of channel intermediaries, functions and activities LO 3 Describe channel structures for consumer and business products and discuss alternative channel arrangements LO 4 Discuss the issues that influence channel strategy LO 5 Describe different channel relationship types and their unique costs and benefits LO 6 Explain channel leadership, conflict, and partnering LO 7 Discuss channels and distribution decisions in global markets LO 8 Identify special issues associated with distribution in service organizations Learning Outcomes Learning Outcomes
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3 Marketing Channels Marketing Channel: A set of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumer: Manufacturers Wholesalers; Agents/Brokers Retailers LO 1
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4 Marketing Channel Functions Specialization and division of labor Specialization and division of labor Overcoming discrepancies Overcoming discrepancies Providing contact efficiency Providing contact efficiency LO 1
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5 Providing Contact Efficiency LO 1
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Chapter 13_Marketing Channels - Lamb, Hair, McDaniel...

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