MARK 201 Chapter 11: MARK201, Chapter 11
Document Summary
Network made up of company, suppliers, distributors and eventually the customers. Interdependent firms that make a product available for businesses or consumers. Channel decisions affect other marketing decisions such as pricing, communication decisions (advertising), Channel decisions can lead to strong competitive advantage. Channel members bridge time, place, and possession gaps that separate products from those who use them (fig 11. 1) You want to create efficiency between manufacturers and customers by using a distributor. Distributors cut down the number of transactions and cuts down the costs or resources etc. , making a cheaper market place and everyone involved wins. Many ways to create partnerships and add value. Third party companies to deal with customer support (call centers). Ups will store your product until it is sold and deliver it. Channel members perform tasks that manufacturer doesn"t know how or want to do. Channel members transform an assortment of products made by producers into the assortment wanted by customers.
