MKTG 2030 Final: Marketing Exam Notes.docx
Document Summary
Channels can help a business attract and keep customers. Channels can be used to compensate for weaknesses in the marketing mix (competing against bigger companies with a higher marketing budget) Step by step process to determine the right channels for your business: Channels can be used to differentiate a brand. Channels can be used to build brand loyalty: define realistic channel range, calculate channel economics, guide customers to the channels, touch customers at each point, mitigate channel conflict, evolve shannel strategy. The objective of channels is to make products available when, where and in the quantities that customers want and need them at a minim cost. Vertical marketing system: formal cooperation among channel members. Horizontal marketing system: two or more firms at the same channel level agree to work together. Intensive: selling through all suitable wholesalers or retailers. Selective: using fewer outlets than intensive but more than exclusive distribution. Exclusive: selling through only a single outlet in a region.
