MKT 100 Lecture Notes - Lecture 24: Tim Hortons, Direct Market, Costco

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Yanina Chevtchouk

Document Summary

Type of market: end users behave differently from business user so approached through a diff channel o. Retailers serve end consumers but wont be in a distribution channel when a business is the end user o. Busineses are more likely to buy expensive technical products with customization = shorter distribution channel so manufacturer has more control and can address the needs of the end user more directly. Number of potential customers: manufacturere with few potential customers may use own sales force to sell directly o. Reason for low customers: costly, bought infreqeuntly, require technical expertise to explain, ppl usually wants these products customized which is not something that can be done by an intermediary o. Companies with many end users relies on numerous franchise outlets to reach large # of conusumers. Sell opposite of costly, bought infreqeuntly, require technical expertise to explain products.