ARBUS302 Lecture 15: Logistics
10 Apr 2015
School
Department
Course
Professor
Document Summary
Channel structure and organization: marketing channels for consumer goods and services, direct channel: producer and ultimate consumers deal directly with one another, indirect channel: intermediaries which are situated between the producer and consumers, marketing channels for business goods and services, business distributor: perform a variety of marketing channel functions, a marketing channel consists of the individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. Multiple channels and strategic alliances: multichannel distribution: involves an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product (ex. coke, strategic channel alliances: one firm"s marketing channel is used to sell another firm"s products. Two types: general merchandise, specialty merchandise, agents and brokers, challenging to manage, you are hiring a sales force that is not working directly for you (they also handle other product)
