MGMA01H3 Lecture 10: Distribution Channels
Document Summary
Channel is everything that helps the product get to the consumers. Distributers retailers (price increases as it goes down the channel. Producer sells it to who consumer for ) Direct channels - the product goes straight from the producer to the co. Efficiency goes up when there are more intermediaries. Ex) producer -> consumer more efficiently, compared to if the product went straight fro. When control is important, there is a shorter channel. Horizontal dimension - from wholesaler 1 --> wholesaler 2 --> wholesa. Vertical dimension - moving from producer --> wholesalers --> consumer. Types of communications: wholesaler for -> at the end, retailers sell to the e consumer r -> retailer -> consumer product can reach the t from the product to the consumer lesaler 3 umers. Personal selling - paid for, personal form of communication. Public relations - non-paid form of non-personal communication. Word of mouth - non-paid form of personal communication.
