COMMERCE 2MA3 Chapter Notes - Chapter 14: Franchising, Consumer Direct, Marketing Channel
19 Jun 2016
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Document Summary
Marketing channel consists of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. Marketing channels make possible the flow of goods from a producer, through intermediaries, to a buyer. Value created by intermediaries: few consumers appreciate them. Producers recognize that they make selling goods and services more efficient because they minimize the number of sales contacts necessary to reach a target market. Transactional functions that involves buying, selling and risk taking because they stock merchandise in anticipation of sales; (buying, selling, and risk taking). Logistical functioning is evident in the gathering, storing and dispersing of products; (assorting, Facilitating functions assist producers in making goods and services more attractive to buyers; (financing, grading, marketing information and research). Consumer benefits from intermediaries: having the goods and services you want, where you want and in the form you want them is the ideal result of marketing channels.
