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