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Questions and Answers
What is the purpose of a marketing channel?
What is the purpose of a marketing channel?
It makes possible the flow of products and services from a producer, through intermediaries, to a buyer.
Manufacturers often use intermediaries to distribute their products because intermediaries ______.
Manufacturers often use intermediaries to distribute their products because intermediaries ______.
create value for buyers
In a consumer market, an intermediary who sells to other intermediaries is called a(n) ______.
In a consumer market, an intermediary who sells to other intermediaries is called a(n) ______.
wholesaler
What two intermediaries have legal authority to act on behalf of the manufacturer?
What two intermediaries have legal authority to act on behalf of the manufacturer?
Compared to marketing channels for consumer products, business channels exhibit what characteristics? (Select all that apply)
Compared to marketing channels for consumer products, business channels exhibit what characteristics? (Select all that apply)
What are two examples of a direct to consumer marketing channel?
What are two examples of a direct to consumer marketing channel?
What are the three major types of vertical marketing systems?
What are the three major types of vertical marketing systems?
What are the steps involved when aligning a supply chain with a marketing strategy?
What are the steps involved when aligning a supply chain with a marketing strategy?
Disintermediation involves ______.
Disintermediation involves ______.
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Study Notes
Marketing Channels
- Facilitate the flow of products and services from producers to consumers through intermediaries.
- Key function: create value for buyers by making distribution more efficient.
Intermediaries in Distribution
- Intermediaries boost manufacturer efficiency by offering market access and service.
- A wholesaler sells to other intermediaries in a consumer market.
Agents and Brokers
- Agents and brokers have legal authority to act on behalf of manufacturers, facilitating sales and negotiations.
Differences in Marketing Channels
- Business marketing channels are usually shorter and often involve fewer intermediaries compared to consumer product marketing channels.
Direct to Consumer Channels
- Examples include purchases from the Home Shopping Network and ordering from the Harry and David catalog, highlighting direct engagement with consumers.
Vertical Marketing Systems
- There are three major types:
- Administered
- Corporate
- Contractual
- These systems help organize and manage distributor relationships.
Aligning Supply Chains with Marketing Strategy
- Key steps include:
- Understanding customer needs
- Understanding the existing supply chain
- Harmonizing the supply chain to align with marketing efforts.
Disintermediation
- Defined as a channel member bypassing another member to directly sell or purchase a product, affecting traditional distribution methods.
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