Marketing chap 15 and 16

Marketing chap 15 and 16 - Distribution/Marketing channel...

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Distribution/Marketing channel: individuals and firms that are involved in the process of making a product or a service available for use or consumption by the end consumer. Direct: Manufacturer -> consumer, no intermediary Indirect: Manufacturer -> intermediary -> consumer Intermediaries: 1. Wholesalers: purchase from manufacturer and resell to retailer 2. Retailers 3. Agents: facilitate transactions between buyer and seller – represents buyer or seller 4. Brokers:” - represents neither Supply chain: (broader) involves all the firms: supply raw materials, component parts, supplies, plus those firms facilitate the movement of goods/services Functions of intermediaries: 1. Transactional function: take on risk of selling the product 2. Logistical function: creates product assortment or a variety of goods in one location 3. Facilitating function: make products more attractive to the buyer -> extending credit, product ratings Disintermediation: remove traditional intermediaries from the distribution channel. Marketing Systems: Distribution/marketing channel
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Marketing chap 15 and 16 - Distribution/Marketing channel...

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