MKTG 2800 Lecture Notes - Lecture 15: Reverse Logistics, Disintermediation, Multichannel Marketing
4 Sep 2016
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Document Summary
Chapter 15 managing marketing channels and supply chains. Marketing channel: individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. Transaction function buy, sell and take risks. Logistical function- create assortments, store, sort into smaller amounts, and transport. Facilitating function financing, grading, market info, and research. Amazon is a middle man (intermediary) not a direct channel. Multichannel marketing: blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online. Dual distribution: an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product. Vertical marketing systems: professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact. Intensive distribution: a firm tries to place its products and services in as many outlets as possible.
