MKT 100 Lecture Notes - Lecture 11: Data Warehouse, Electronic Data Interchange, The Home Depot

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: All

Document Summary

Distribution channel structure direct & indirect: direct = manufacturer > consumer (eg. Indirect = manufacturer > retailer > consumer (eg. Indirect = manufacturer > wholesaler > retailer > consumer (eg. Quicker response or changes in marketing mix. Facilitates the exchange process by cutting the number of contacts necessary. Manufacturer > wholesaler > retailer > customer. Promotion is directed at intermediaries to induce them to carry the product and promote it to nal consumers: pull strategy: Customer - retailer > wholesaler > manufacturer. Promotion directed at customers to induce them to buy the product. Selling a product through as many responsible and suitable outlets as possible. Selling through only on middleman in a particular geographic area. Selling through retailers who will give the product special attention. Each member plays a specialized role in the channel. Channel con ict occurs when channel members disagree on roles, activities, or rewards. Conventional vs. vertical marketing systems: conventional marketing channel.