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MANAGING MARKETING CHANNELS AND WHOLESALING - 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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MANAGING MARKETING CHANNELS AND WHOLESALING
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Presentation Transcript
You can eliminate the middleman but you can not eliminate its functions
- Defining Marketing Channels of Distribution
NATURE AND IMPORTANCE OF MARKETING CHANNELS
- Value Created by Intermediaries
CHANNEL STRUCTURE AND ORGANIZATION
- Marketing Channels for Consumer Goods and Services
- Direct channel
- Indirect channels
CHANNEL STRUCTURE AND ORGANIZATION
- Direct Marketing Channels
- Multiple Channels and Strategic Alliances
- Dual distribution
- Strategic channel alliances
Food industry’s first strategic alliance
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
CHANNEL STRUCTURE AND ORGANIZATION
- Vertical Marketing Systems and Channel Partnerships
CHANNEL STRUCTURE AND ORGANIZATION
- Vertical Marketing Systems and Channel Partnerships
- Corporate Systems
- Contractual Systems
- Franchising
- Administered Systems
- Channel Partnerships
- Factors Affecting Channel Choice and Management
- Environmental Factors
- Consumer Factors
- Product Factors
- Company Factors
- Channel Design Considerations
- Target Market Coverage
- Intensive distribution
- Exclusive distribution
- Selective distribution
- Satisfying Buyer Requirements
- Profitability
- Global Dimensions of Marketing Channels
- Channel Relationships: Conflict, Cooperation, and Law
- Conflict in Marketing Channels
- Disintermediation
- Cooperation in Marketing Channels
- Channel captain
- Legal Considerations
Channel strategies and practices affected by legal restrictions
