Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
19 Cards in this Set
- Front
- Back
|
marketing channel
|
individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users
|
|
|
transactional functions
|
involves buying, selling, and risk taking because the ystock merchandise in anticipation of sales
|
|
|
logistical function
|
evident in the gathering, storing, and dispersing of products
|
|
|
facilitating function
|
assis producers in making goods and services more attractive to buyers
|
|
|
benefits of intermediaries
|
marketing channels create value for consumers through
time-when you want it place-where you want it form-product more appealing possession-help buyers take possession of product |
|
|
terms for marketing intermediaries
|
middleman, agent, broker, wholesaler, retailer, distributor, dealer
|
|
|
direct marketing channel
|
producer and ultimate consuemr deal directly with each other
|
|
|
inderect marketing channel
|
intermediaries are inserted between the producer and consumer and perform numerous channel functions
|
|
|
types of electronic marketing channels
|
virtual retailer (amazon.com)
virtual broker (autobytel) virtual agent (orbitz) |
|
|
types of consumer marketing channels
|
transactional-buying, selling, risk taking
logistical- assorting, storing, sorting, transporting facilitating- financing, grading, marketing |
|
|
dual distribution
|
an arrangement where by a firm reaches different buyers by employing two or more different types of channels for the same basic product
|
|
|
types of wholesalers
|
general- carry a broad assortment of merchandise and perform all channel functions
specialty- offer a relatively narrow range of products but have an extensive assortment wtihing the product lines carried. |
|
|
vertical marketing systems
|
professionally managed and centrally coordinated marketing channels designed to achieve channel economies and makizmum marketing marketing impact
major types: corporate contractual administered |
|
|
channel design considerations
|
which channel will provide the best coverage of the target?
which channel will best satisfy the buying requirements of the target? which channel will be the most profitable? |
|
|
intensive distribution
|
a firm tries to place its products and services in as many outlets as possible
|
|
|
exclusive distribution
|
onlu one retail outlet in a specified geographical area carries the firm's products
|
|
|
selective distributing
|
a firm selects a few retail outlets in a specified geographical area to carry its products
|
|
|
channel captain
|
a channel member that coordinates, directs, and supports other channel members (P & G has influence of others behaviour)
|
|
|
disintermediation
|
when a channel member bypasses another member and sells or buys products direct
|
