MKG 410 Lecture Notes - Lecture 1: Sunscreen, Retail, Convenience Food
30 Aug 2017
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Without marketi(cid:374)g cha(cid:374)(cid:374)els, there would(cid:374)"t (cid:271)e a(cid:374)y produ(cid:272)ts for (cid:272)o(cid:374)su(cid:373)ers to consume (final market). Temporal getting materials to them ahead of time for them to be able to get the stuff out there. Indirect goes through multiple chains/channels to get to the final consumer. Direct - vertical marketing system, company controls it. Channels are a social system because they have to deal with people and their attitudes/ conflicts. People represent companies/ really dealing with people that work for the company. If you eliminate one channel, the duties of that channel is now one of the other channels responsibility. Ultimate person is consumer either b2b or b2c. All are selling to the final customer through the channels. Merchant wholesalers own the products that they sale/ takes title to the goods that they are selling. They use wholesalers because of the services they offer like having hines people come set up their display. Indirect channels are best with consumer convivence goods.
