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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