Wholesaling, Co-Wholesaling and JV Joint Ventures (Private Funding)
MANAGING MARKETING CHANNELS AND WHOLESALING C HAPTER 15.
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Transcript of MANAGING MARKETING CHANNELS AND WHOLESALING C HAPTER 15.
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MANAGING MARKETING CHANNELS AND WHOLESALING
MANAGING MARKETING CHANNELS AND WHOLESALING
CHAPTER 15
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Terms used for Marketing IntermediariesTerms used for Marketing Intermediaries
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• Value Created by Intermediaries
• Functions Performed by Intermediaries
• Consumer Benefits from Intermediaries
NATURE AND IMPORTANCE OF MARKETING CHANNELS
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How Intermediaries Minimize TransactionsHow Intermediaries Minimize Transactions
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Marketing channel functions performed by Marketing channel functions performed by intermediariesintermediaries
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• Marketing Channels for Consumer Goods and Services
Direct channel
Indirect channels
Industrial distributor
• Electronic Marketing Channels
CHANNEL STRUCTURE AND ORGANIZATION
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Common marketing channels for consumer Common marketing channels for consumer goods and servicesgoods and services
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Common marketing channels for business goods Common marketing channels for business goods and servicesand services
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Representative electronic marketing channelsRepresentative electronic marketing channels
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• Direct Marketing Channels
• Multiple Channels and Strategic Alliances Dual distribution Strategic channel alliances
• Vertical Marketing Systems and Channel Partnerships
CHANNEL STRUCTURE AND ORGANIZATION
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Types of vertical marketing systemsTypes of vertical marketing systems
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• Factors Affecting Channel Choice and Management
• Environmental Factors
• Consumer Factors
• Product Factors
• Company Factors
CHANNEL CHOICEAND MANAGEMENT
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• Channel Design Considerations
• Target Market Coverage Intensive distribution
Exclusive distribution
Selective distribution
•Satisfying Buyer Requirements
•Profitability
CHANNEL CHOICEAND MANAGEMENT