BUSN 101 Lecture Notes - Lecture 5: Costco, Social Commerce, Freight Forwarder
30 Sep 2018
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Document Summary
Channel of distribution: consists of a whole set of marketing intermediaries (agents, brokers, wholesalers, and retailers) that join together to transport and store goods in their path (or channel) from producers to consumers. Agents/ brokers: marketing intermediaries who bring buyers and sellers together. Assist in negotiating an exchange but don"t take title to the goods. Wholesaler: a marketing intermediary that sells to other organizations (retailers, manufacturers, and hospitals) Retailer: organization that sells to ultimate consumers. Because they perform certain marketing tasks (transporting, storing, selling, advertising, and relationship building) faster and more cheaply than most manufacturers could. Biggest portion of money spent on product goes to intermediary. Utility: the want-satisfying ability (value) that organizations add to goods or services by making them more useful or accessible to consumers than they were before. Form, time, place, possession, info, service: form utility, producers change raw materials into useful products, time utility.
