MKTG1203 Lecture 11: Lecture 11 Notes
Document Summary
Supply chain, channel management and retail: understand the importance of marketing channels and supply chain management, understand the difference between direct and indirect marketing channels, describe how marketing channels are managed, describe the various types of retailers. Identify the benefits and challenges of stores and multichannel retailing. Marketing channel defined: a marketing channel (or distribution channel) is a set of independent organisations that help make a product or service available for use or consumption by the consumer or business users. Marketing channel add value: reduce number of transactions, more efficient and effective. Reduce number of transactions: factory to consumer = 9 transactions, factory to store to consumer = 6 transactions. Designing marketing channels: direct channel, manufacturer customer. Indirect channel (1 intermediary: manufacturer retailer customer. Indirect channel (2 intermediaries: manufacturer wholesaler retailer customer. Managing the marketing channel and supply chain through vertical marketing systems.
