MKT 2210 Lecture 10: Chapter 14 (First Half)
18 Dec 2018
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Document Summary
Chapter 14 - managing marketing channels & supply. Callaway golf: designing and delivering the goods for great golf: Callaway golf is one of the most recognized companies in the golf industry (annual sales million) Callaway markets its products through 15000 on- and o -course golf retailers, sport good retailers, pga tour superstores and its own online stores. Callawaygolf. com is a dynamic, engaging and interactive website with in-depth product information and media, original social content, user-generated content, and e-commerce capabilities. Marketing channel: makes possible the ow of goods from a producer, through intermediaries, to a buyer. Which consist of individuals and rms involved in the process of making a product or service available for use or consumption or industrial users. Functions performed by intermediaries: each channel member may not participate in all functions. Few consumers appreciate the value created by intermediaries.
