SMG MK 323 Lecture Notes - Lecture 16: Viral Marketing, Direct Marketing, Throughput
Document Summary
Wholesalers = firms that buy products from manufacturers and resell them to retailers, retailers sell products directly to consumers. Viral marketing program = one that encourages people to pass along a marketing message to other potential customers. 16. 1 marketing channels add value (the importance of marketing channel/scm) Each participant in the channel adds value. Ex: the component manufacturer helps the stove manufacturer by supplying parts and materials. Stove maker turns the components into stoves. The transportation company gets the stove to the retailer. Retailer stores the stove until the customer wants it. At each step, the stove becomes more costly but also more valuable to the consumer. 16. 2 marketing channel management affects other aspects of marketing (the importance of. Distribution center = facility for the receipt, storage, and redistribution of goods to company stores which may be operated by retailers, manufacturers, or distribution specialists. Fulfillment center = used to ship directly to customers.
