MOS Notes - Feb 6.docx

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Management and Organizational Studies
Management and Organizational Studies 1021A/B
James O' Brien

MOSTextbook Notes Chapter 10Distribution and Supply ChainNature and Importance of Marketing Channels Buyers benefit from wellstructured and efficient distribution systemsWhat Is A Marketing ChannelA Marketing channel consists of individuals and firms involved in the process of making a product or service available Marketing channels make possible the flow of goods from a producer through intermediaries to a buyer o There are several types of intermediariesMiddlemanAgent of brokerWholesalerRetailerDistributorDealero Some intermediaries actually purchase items from the producer store the and resell them to buyersValue Created by Intermediaries Functions Performed by IntermediariesIntermediaries make possible the flow of products from producers to ultimate consumers by performing three basic functions o Transactional FunctionWhen they buy and sell goodsHolding stock o Logistical FunctionThe details of preparing and getting a product to buyers o Facilitating FunctionMake a transaction easier for buyersMust be performed in a marketing channelConsumer Benefits from IntermediariesMarketing channels help create value for consumers through these five utilities o Timehaving a product or service when you want it o Placehaving a product or service available where consumers want it o Formenhancing a product or service to make it more appealingo Informationproviding consumers with the information they need to make an informed choice o Possessionhelp buyers take possession of a product or service
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