MGM 301 Lecture Notes - Lecture 12: Break Bulk Cargo, Franchising, Multi-Level Marketing
14 Dec 2020
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Document Summary
Time utility- convenience and speed- two most important. Logistical functions- assorting, transporting, break bulk into individual pieces- only one that is actuallly involved in moving products. Transactional functions- selling (product), risk taking- most important person (arguably) in the marketing process. 3 options for channel coverage intensive- want to be in virtually every retail environment as possible (ex. Selective- not trying to be everywhere, but not exclusive (ex. Exclusive- a very specialized product requires a retailer that has special training to sell the product (ex. Direct- literally direct link between manufacturer and consumer. Indirect- could be a variety of people involved- ex. Manufacturer to wholesaler, to retailer, then to consumer. Horizontal- con ict between a wholesaler and another wholesaler (con ict between di erent members at the same level of distribution) Vertical- con ict between manufacturer and retailer (con ict between di erent members at di erent levels of distribution) Multi-channel distribution any number of distributions of greater than 2.
