MARK301 Chapter Notes -Franchising, Real Estate Broker, Enterprise Resource Planning

• School: University of Alberta
• Department: Marketing
• Course: MARK301
• Professor: Webb Dussome

Document Summary

Flow of goods (made possible by marketing channels): More efficient reduce # sales contacts to reach target market. Eg. agent/broker, wholesaler, retailer, distributor, dealer. Marketing channels for consumer goods/services: direct channel, producer ! Consumer: producer and ultimate consumer deal directly with each other, indirect channels, producer ! Consumer intermediaries inserted between producer and consumers. Marketing channels for business goods/services. * shorter and rely on less intermediaries b/c fewer users, geographically concentrated, buy large quantities: direct channel, producer ! Business user: indirect channels, producer ! Direct marketing channels: allow consumer to buy product by interacting with various advertising media without meeting face- to- face. Eg. mail- order selling, direct mail sales, catalogues, telemarketing, tv home shopping. Multichannel distribution: arrangement whereby a firm reaches buyers by employing two or more different types of marketing channels. Strategic channel alliances = one firm"s marketing channel is used to sell another firm"s products ie. kraft distributes starbucks in supermarkets. Eg. textile, apparel, home furnishing.