MARK20100 Study Guide - Quiz Guide: Baskin-Robbins, Marketing Channel, Franchising
Document Summary
Moving product from the producer to the consumer. Making product available in the right quantities and locations to meet consumer wants. Channels are the intermediaries or set of organizations that help make product available. Distribution channels: direct- no party btw manufacturer and consumer-producer performs all channelfunctions ex:ibm, indirect: 1 level (1 level between manufacturer and consumer)- retailer (cars, clothing, appliances) 2 level wholesaler and retailer- ex: most supermarkets, drugs, packaged goods wholesaler has no contact with consumer. 3 level broker, wholesaler and retailer- farm goods. Broker- does not buy goods-- pairs farmer with the wholesaler. Traditional/conventional- one party selling to another no other real relationship. Vertical marketing system- closer relationship btw parties: corporate- - a manufacturer owns some other party in the system much more control for manufacturer ex: shell oil owns the oil refineries and the gas stations. Wholesaler sponsored voluntary chains- wholesaler develops relationship w/small independent retailers.
