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13 Cards in this Set
- Front
- Back
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Channel |
set of interdepedent organisations that ease the transfer of ownership as products move from one producer to the consumer or business user |
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Intermediaries |
Stand between producers and final users |
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Merchant middlemen |
take title and resell products |
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agent middlemen |
find customers and may negotiate on behalf of producers--they are facilitators |
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Benefits of using intermediaries |
greater efficiency in making products available to customers/target markets specialization of channel members allows for economies of scale strong distribution channels can create value for the customers and competitive advantages for the channel members |
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roles of intermediaries |
logistics customer contact collect and disseminate info promotion financing and risk taking |
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Two different channel lengths |
direct channel--no intermediaries indirect channels--one or more intermediaries |
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Nature of channel costs |
indirect increases proportionally with extra participants |
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typical Supply chain process |
manufacturers, wholesaler, retailer, customers |
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Multi-Channel distribution |
employing two ore more different tpyes of marketing channels to distribute products |
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Multi-channel benefits and costs |
advantages-allows targeting of different customer segments different channels can offer superior value Disadvantages- harder to control, especially when ownership varies may generate conflict/cannibalization |
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Types of Channel conflict |
Vertical conflict Horizontal Conflict |
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How do retailers compete? |
Product selection Service and atmosphere Price/quality/quantity levels |
