MANAGING MARKETING CHANNELS AND WHOLESALING C HAPTER 15

Terms 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 Transactions

Marketing channel functions performed by intermediaries

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 goods and services

Common marketing channels for business goods and services

Representative 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 systems

Factors Affecting Channel Choice and Management Environmental Factors Consumer Factors Product Factors Company Factors CHANNEL CHOICE AND MANAGEMENT

Channel Design Considerations Target Market Coverage  Intensive distribution  Exclusive distribution  Selective distribution Satisfying Buyer Requirements Profitability CHANNEL CHOICE AND MANAGEMENT