MKTG 2030 Chapter 10: Marketing 2030 Chapter 10.docx
Document Summary
International distribution channels can make global marketing easier. Types of wholesaling intermediaries: firms that handle the flow of products from the manufacturer to the retailer or business user. Types of distribution channels: channel levels: the number of distinct categories of intermediaries that populate a channel of distributions, consumer channels, business to business channels, distribution channels for services, dual distribution systems. Planning a channel strategy: channel objectives (decide on a distribution plan to develop appropriate objectives, evaluating the environment (consider internal and external environment, choosing a distribution center, conventional, vertical, horizontal system. Conventional marketing system: a multiple level distribution channel in which channel members work independently of one another. Vertical marketing system: a channel of distribution in which there is cooperation among members at the manufacturing, wholesaling, and retailing levels. Horizontal marketing systems: an arrangement within a channel of distribution in which two or more firms at the same channel level work together for a common purpose.
