MKT 100 Lecture Notes - Lecture 11: Direct Market, Logistics, Customer Service

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Julie Kellershohn

Document Summary

Place all activities required to get the right product to the tight customer when that customer wants it. Place adds value for customers because they get products to customers e ciently, quickly, and at a low cost. Distribution channel: a set of interdependent organizations involved in the process of making a product or service available for use or consumption. Logistics management: ow of materials and information the whole process. Indirect distribution: manufacturer > wholesaler > retailer > consumer. Multichannel distribution: manufacturer > distributor > retailer > consumer. Intense product is available in every possible store. Select product is available in select stores (in between both) Exclusive product is only available in a few exclusive stores. Channel margins typically represent the biggest percent of the nal price. Chief role of the channel is to convert prospects into customers. May lack nancial resources to carry out direct marketing. Can earn a greater return on main business through greater e ciency.