MKT 100 Chapter Notes - Chapter 12: Marketing Mix, Strategic Alliance, Direct Market

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Julie Kellershohn

Document Summary

All activities required to get the right product to the right customer when that customer wants it. Good distribution is critical to marketing success. Adds value for customers because they get products to customers efficiently, quickly and at low cost. A set of interdependent organizations involved in the process of making a product or service available for use or consumption. Merchants: buy, take title and resell product. Agents: search for customers, negotiate on behalf of manufacturers and do not take title. Facilitators: assist, but no title and no negotiating purchase of sale. The number of channel members to use at each level of the supply chain. Channel margins typically represent the biggest percent of the final price. Chief role of the channel is to convert prospects into customers. May lack financial resources to carry out direct marketing. Can earn a greater return on main business through greater efficiency. Manufacturer"s capabilities: quality-vale offering, customer service, push-pull marketing, physical delivery, process improvement.