MANAGING MARKETING CHANNELS AND WHOLESALING
MANAGING MARKETING CHANNELS AND WHOLESALING
CHAPTER 15
Terms used for Marketing IntermediariesTerms used for Marketing Intermediaries
• Value Created by Intermediaries
• Functions Performed by Intermediaries
• Consumer Benefits from Intermediaries
NATURE AND IMPORTANCE OF MARKETING CHANNELS
How Intermediaries Minimize TransactionsHow Intermediaries Minimize Transactions
Marketing channel functions performed by Marketing channel functions performed by intermediariesintermediaries
• Marketing Channels for Consumer Goods and Services
Direct channel
Indirect channels
Industrial distributor
• Electronic Marketing Channels
CHANNEL STRUCTURE AND ORGANIZATION
Common marketing channels for consumer Common marketing channels for consumer goods and servicesgoods and services
Common marketing channels for business goods Common marketing channels for business goods and servicesand services
Representative electronic marketing channelsRepresentative electronic marketing channels
• Direct Marketing Channels
• Multiple Channels and Strategic Alliances Dual distribution Strategic channel alliances
• Vertical Marketing Systems and Channel Partnerships
CHANNEL STRUCTURE AND ORGANIZATION
Types of vertical marketing systemsTypes of vertical marketing systems
• Factors Affecting Channel Choice and Management
• Environmental Factors
• Consumer Factors
• Product Factors
• Company Factors
CHANNEL CHOICEAND MANAGEMENT
• Channel Design Considerations
• Target Market Coverage Intensive distribution
Exclusive distribution
Selective distribution
•Satisfying Buyer Requirements
•Profitability
CHANNEL CHOICEAND MANAGEMENT