ADM 2320 Chapter Notes - Chapter 12: Logistics, Demand Forecasting, Customer Service
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14 Nov 2018
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Distribution channel the set of institutions that transfer the ownership of and move goods from the point of production to the point of consumption: make products available to consumers, wholesalers/retailers, direct or indirect. Those firms engaged in buying, taking title to, often storing, and physically handing goods in large quantities, and then reselling the goods to retailers or industrial or business users: retailers. Channel choices affect other decisions in the marketing mix: a strong distribution system is a competitive advantage, good distribution is critical to marketing success. Channel intermediaries add value by bridging the major time, place, and possession discrepancies. Individuals and firms involved in the process of making a product or service available for use or consumption by consumers. Intermediaries help minimize number of sales contacts necessary to reach a target market. Lo2: what intermediaries are and why we need them. Takes ownership of product: retailer, an intermediary who mainly sells to consumers.
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