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MANAGING MARKETING CHANNELS AND WHOLESALING

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Defining Marketing Channels of Distribution - PowerPoint PPT Presentation


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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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Presentation Transcript
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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 OF MARKETING CHANNELS

  • Value Created by Intermediaries
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CHANNEL STRUCTURE AND ORGANIZATION

  • Marketing Channels for Consumer Goods and Services
      • Direct channel
      • Indirect channels
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CHANNEL STRUCTURE AND ORGANIZATION

  • Direct Marketing Channels
  • Multiple Channels and Strategic Alliances
      • Dual distribution
      • Strategic channel alliances
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Nestlé and General Mills

Food industry’s first strategic alliance

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CHANNEL STRUCTURE AND 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 AND ORGANIZATION

  • Vertical Marketing Systems and Channel Partnerships
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CHANNEL STRUCTURE AND ORGANIZATION

  • Vertical Marketing Systems and Channel Partnerships
    • Corporate Systems
    • Contractual Systems
      • Franchising
    • Administered Systems
    • Channel Partnerships
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CHANNEL CHOICEAND MANAGEMENT

  • Factors Affecting Channel Choice and Management
    • Environmental Factors
    • Consumer Factors
    • Product Factors
    • Company Factors
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CHANNEL CHOICEAND 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 CHOICEAND MANAGEMENT

  • Channel Relationships: Conflict, Cooperation, and Law
    • Conflict in Marketing Channels
      • Disintermediation
    • Cooperation in Marketing Channels
      • Channel captain
    • Legal Considerations
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