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MARK301 (22)
Chapter

Ch 14-Managing Marketing Channels and Supply Chains.pdf

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Department
Marketing
Course
MARK301
Professor
Webb Dussome
Semester
Fall

Description
Ch 14Managing Marketing Channels and Supply Chains Marketing Channelindividuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial usersFlow of Goods made possible by marketing channels ProducerIntermediariesBuyerIntermediariesmore efficientreducesales contacts to reach target market Eg agentbroker wholesaler retailer distributor dealer Functions 1 Transactional buying selling and risk taking because they stock merchandise in anticipation of sales 2 Logisticalgathering storing sorting dispersing products 3 Facilitatingfinancing grading marketing info and researchassist producers in making goodsservices more attractive to buyersMarketing Channels for Consumer GoodsServices i Direct Channel ProducerConsumer o producer and ultimate consumer deal directly with each other ii Indirect ChannelsProducerVarious IntermediariesConsumer o intermediaries inserted between producer and consumers Eg agent wholesaler retailerMarketing Channels for Business GoodsServicesShorter and rely on less intermediaries bc fewer users geographically concentrated buy large quantities i Direct Channel ProducerBusiness User ii Indirect ChannelsProducerVarious IntermediariesConsumer Eg Agent Business Distributor
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