MANAGING MARKETING CHANNELS AND WHOLESALING
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MANAGING MARKETING CHANNELS AND WHOLESALING. You can eliminate the middleman but you can not eliminate its functions. Defining Marketing Channels of Distribution. Marketing intermediaries. NATURE AND IMPORTANCE OF MARKETING CHANNELS. Value Created by Intermediaries.

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You can eliminate the middleman but you can not eliminate its functions

  • Defining Marketing Channels of Distribution



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NATURE AND IMPORTANCE its functionsOF MARKETING CHANNELS

  • Value Created by Intermediaries




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CHANNEL STRUCTURE its functionsAND ORGANIZATION

  • Marketing Channels for Consumer Goods and Services

    • Direct channel

    • Indirect channels





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CHANNEL STRUCTURE its functionsAND ORGANIZATION

  • Direct Marketing Channels

  • Multiple Channels and Strategic Alliances

    • Dual distribution

    • Strategic channel alliances


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Nestl its functionsé and General Mills

Food industry’s first strategic alliance


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CHANNEL STRUCTURE its functionsAND ORGANIZATION

  • A Closer Look at Channel Intermediaries

    • Merchant Wholesalers

    • Agents and Brokers

      • Manufacturer’s agents

      • Selling agents

      • Brokers

    • Manufacturer’s Branches and Offices


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CHANNEL STRUCTURE its functionsAND ORGANIZATION

  • Vertical Marketing Systems and Channel Partnerships



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CHANNEL STRUCTURE its functionsAND ORGANIZATION

  • Vertical Marketing Systems and Channel Partnerships

    • Corporate Systems

    • Contractual Systems

      • Franchising

    • Administered Systems

    • Channel Partnerships


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CHANNEL CHOICE its functionsAND MANAGEMENT

  • Factors Affecting Channel Choice and Management

    • Environmental Factors

    • Consumer Factors

    • Product Factors

    • Company Factors


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CHANNEL CHOICE its functionsAND MANAGEMENT

  • Channel Design Considerations

    • Target Market Coverage

      • Intensive distribution

      • Exclusive distribution

      • Selective distribution

    • Satisfying Buyer Requirements

    • Profitability

  • Global Dimensions of Marketing Channels


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CHANNEL CHOICE its functionsAND MANAGEMENT

  • Channel Relationships: Conflict, Cooperation, and Law

    • Conflict in Marketing Channels

      • Disintermediation

    • Cooperation in Marketing Channels

      • Channel captain

    • Legal Considerations



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