MKTG 2800 Chapter Notes - Chapter 15: Customer Service, Franchising, Disintermediation
11 Sep 2017
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Document Summary
Ch 15 managing marketing channels and supply chains. Marketing channel - which consists of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. Middleman intermediary between the manufacturer and end-user markets. Agent or broker intermediary with legal authority to act on behalf of the manufacturer. Wholesaler an intermediary who sells to other intermediaries, usually to retailers; term usually applies to consumer markets. Dealer a more imprecise term than distributors that can mean distributor, retailer, wholesaler, and so forth. Facilitating function financing, grading, marketing info and research. Direct channel producer and the ultimate consumers deal directly with each other. Indirect channel- intermediaries are inserted between the producer and the consumer and perform numerous channel functions. Multichannel marketing omnichannel marketing blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online.
