Ch.12 Marketing Channels: Delivering Customer Value PDF
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Uploaded by ArticulateTsilaisite
2024
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Summary
This document is a presentation about marketing channels, explaining concepts like distribution channels and channel members. The presentation notes how channel members add value by facilitating the flow of goods and matching supply to demand.
Full Transcript
Ch.12: Marketing Channels: Delivering Customer Value 2/1/2024 1 Distribution Channel A set of independent organizations that help make a product or service available for use or consumption by the consumer or business user....
Ch.12: Marketing Channels: Delivering Customer Value 2/1/2024 1 Distribution Channel A set of independent organizations that help make a product or service available for use or consumption by the consumer or business user. 2 2/1/2024 How channel members add value They create substantial efficiency in making goods available to target markets ( Figure 12.1). Intermediaries play an important role in matching supply and demand. 3 2/1/2024 Channel Levels Direct Marketing Channel Company sells directly to consumers Indirect Marketing Channels 2/1/2024 4 Channel Behavior Vertical conflict Horizontal conflict Channel Conflict 2/1/2024 5 Vertical Marketing Systems Corporate VMS Single ownership Contractual VMS Franchise organization Administered VMS 2/1/2024 6 Franchise Organization Manufacturer-sponsored retailer franchise system Manufacturer-sponsored Wholesaler franchise system Service-firm-sponsored Retailer franchise system 2/1/2024 7 Horizontal Marketing Systems A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity. 2/1/2024 8
